The corporate content ownership dilemma

With the increasing importance of content, particularly digital content, in many enterprises’ marketing communications programmes, it is interesting to speculate on which corporate discipline will take ownership of ‘content’.

It has been called the Content Convergence Dilemma, the power struggle over who owns corporate content, who controls its generation, publishing and maintenance? Will Content Departments emerge to create and co-ordinate content?

PR is the discipline listening to online communities

PR is the discipline listening to online communities

If product marketing teams — for instance — produce content independently, the enterprise overall won’t have the benefit of getting the maximum out of content and, to the customer, content may appear disjointed or uncoordinated. Content integration requires each department to be candid about their objectives and to be willing to negotiate, and contribute resources, to a mutually-agreed content plan and calendar.

You might think that the drive for more corporate transparency, coupled with social media’s voracious appetite for content, would have internal corporate departments vying for the rights to push out content.

In reality, brands’ internal departments defer to PR and say, either, “You do it” or, “Tell us what you need and we’ll see how we can help”. PR is not necessarily the repository of all the skills that are needed. They will depend on Marketing, or outside agencies, for copywriting, graphic, coding, video and editing skills crucial to content development.

However, PR professionals probably have the best feel about what content will appeal most to an enterprise’s communities. They already participate in communities, offline and online. They’re the ones tracking what the mainstream media want to write about and talking to editors and journalists. They’re the ones who often monitor social media in PR programmes — talking to community members and customers, running polls, testing out hashtags, flagging potential landmines and running buzz and sentiment monitoring.

Brands can derive huge value from PR’s ability to create, manage and tweak the workaday content calendar. It’s from their efforts that Marketing should be monitoring the nuggets to develop into the big ideas which have already been proven within online community interaction.

This case study illustrates how a PR team’s community relations groundwork led to insights into an audience sector, what concerned them and how media campaigns could be constructed around the insights.

Social media will continue to reveal key marketing information and public relations could develop another string to its bow as early testbeds for accessing, developing and trialling creative ideas.

Track social media campaigns from inside Microsoft Excel

Social media monitoring company RowFeeder has launched an analytics solution that gives marketers and brands the ability to monitor and measure social media data from inside Microsoft Excel.

Outputs can be customised with familiar tools

The product is built on MS Excel so, instead of simply exporting data, RowFeeder generates native Excel files with pre-populated charts, visualizations and pivot tables all based around a company’s raw social media data.

The idea behind the service is to bring sophisticated social media data crunching to marketers in a format that they’re familiar with. RowFeeder tracks and aggregates data around any word, phrase, hashtag or username on Facebook and Twitter.

Automated report types include velocity analysis to chart keyword activity on social sites, location analysis to find out where conversations are happening, and influencer and people analysis.

The reports are designed to appeal to marketers managing and tracking multiple campaigns. From the looks of it, the charts and graphs are also boss-friendly tools employees can use to highlight ROI on social media activity.

RowFeeder is a freemium service with paid plans starting at $5 per month for professionals and $250 per month for enterprise businesses.

The service also integrates with Google Docs and Klout for influence analytics.

Measure and understand social media connections and sharing

Enter two new tools from ShareThis, which should help brands work out how their content is being shared and which consumers are doing the sharing.

First, Audience Index. This tool helps brands to compare the influence of bloggers or social profiles compared to the influence of other websites or content portals in the segment. This should help brands determine where they are connecting well, and where they are not.

Everyone has heard the old maxim “know your audience”. Until now, publishers may have known their demographic composition or “intent” profiles, but they didn’t know how their most valuable users – their influencers – compared to the rest of the Web. Audience Index changes all that by letting publishers:

  • Understand and compare their social audiences against 850,000 other sites across the web and soon, against your own category (your site against sport) and size of site (your site against other small blogs).
  • Find out what types of influencers – say fitness or music – your site attracts.
  • Find out how well you connect with influencers, listeners and engaged consumers.

Second, the Social Reach tool, which analyses how content or information about a brand’s product is being shared. Attaching analytics to the shared content gives brands the ability to measure the worth of the circulation of a piece of content.

ShareThis, home of Audience Index and Social Reach

ShareThis recently surveyed publishers (theirs and others) and found that over 60% wanted (and were missing) social referral analytics. Social Reach measures the true value of shared media across the Web by looking at outbound-sharing and inbound social traffic and, in the process, gives proper credit to the listener/responder of a share as much as the original influencer/sharer.

Publishers can now get a more accurate measurement of how a piece of content circulates around the Web after it’s been shared across any service, rather than just the simple number of shares counted by a single service like Facebook.

“It’s becoming absolutely essential that online publishers are able to accurately measure, optimise and value the sharing and social habits of their audience,” was written on the ShareThis blog.

According to the latest data from Experian/Hitwise, Facebook is still the leader in the social network wars with more than 59% of visits for the week ending August 21, 2010. YouTube (16% of visits) and MySpace (8% of visits) were Facebook’s closest competitors. Twitter still only captures about 1% of social visits.

Facebook seems, for now at least, to have a lock on the social space.  The social site surpassed Google as the most visited website a few weeks ago and for this reporting period remains in the number one position with just over 9.8% of all online visits.

‘Facebook’ and ‘facebook login’ are the two leading search terms for the same period, with more than 15% of searches divided between the two terms. Facebook is also pushing about 11.24% of upstream clicks; only Google (19.2% of upstream clicks) leads the social site.

Tools like Social Reach and Audience Index will help brands harness the power of the social world.

Buzz monitoring tools: an introduction and a list

Buzz monitoring is an essential Digital Marketing and Digital Public Relations skill. It is the digital equivalent of research, focus groups and surveys. Digital listening includes information that was previously unavailable to a marketing communications professional, including online forums, social media conversations, pictures, blogging, audio and video. Its digital nature means that you need a new approach and awareness of not only what can be monitored but how to turn that data into actionable information.

Ackura BuzzMonitor
With a professional buzz monitoring platform like KMP Digitata’s Ackura Buzz Monitor, you can monitor the social Web and find your brand mentioned on millions of blog posts, viral videos, reviews, audiocasts, photos, Twitter updates. You can undertake real-time monitoring of mentions of your organisation, product, issues and competitors.

Ackura Buzz Monitor homepage

You can analyse buzz about outcomes of specific marketing campaigns and social media investments. You can be aware of which content is making an impact, what needs to be managed and uncover key influencers online by topic, based on user-determined weightings.

The process of listening, watching, analysing, deciding and engaging is complex at first but that’s what agencies like Juice are for. If you want to make a start in a more modest way or for a smaller business, this post contains a list of useful buzz monitoring tools, some free and many with fee levels.

Key Conversation Indicators (KCI)
Similar to Key Performance Indicators (KPIs), KCIs establish social marketing metrics for brands and/or social campaigns to measure online buzz, as well as gauge a social programme’s success.

KCIs can measure social engagement, sentiment and opinion, as well as specific consumer actions. Although the metrics measured are different for every brand, some of the items you might consider measuring are:

  • Conversation volume
  • Sentiment
  • Topics of conversation
  • Ratings
  • Favouriting
  • Friends and followers
  • Passalongs

Establishing the criteria you want to measure and track will help frame the direction of your research and social media strategy.

Free listening and monitoring tools

Google Alerts
Google Alerts is the mother of all monitoring tools. You can target keywords that are important to your brand and receive streaming or batched reports — choose your own flavour.

The original blog search engine, Technorati, has been helping bloggers and blog users stay informed for years.

Trendrr from digital agency Wiredset uses comparison graphing to show relationships and discover trends in real time. Use the free account or open an Enterprise level account for more functionality.

Lexicon is a native tool to follow language trends across Facebook by looking at the usage of words and phrases on profile, group and event Walls. For example, you can enter “love, hate” (without quotations) to compare the usage of these two words on Facebook Walls. You may enter up to five terms, where each term can be a word or two-word phrase consisting of letters and numbers.

What are people talking about on Twitter? Beyond the integrated search facilities of Twitter apps like Twhirl and TweetDeck, Monitter provides real-time monitoring of the Twittersphere And can also track trends and add widgets

In the world of Twitter, URL-shortening is a vital tool. Tweetburner also lets you track the clicks on those shortened links, giving you some hard numbers.

twendz is a Twitter-mining Web application that utilizes the power of Twitter Search, highlighting conversation themes and sentiment of the tweets that talk about topics you are interested in. As the conversation changes, so does twendz by evaluating up to 70 tweets at a time. When new tweets are posted, they are dynamically updated, minute-by-minute.

Allows you to create a custom-made page to display search results across a number of search and social media platforms. Addicting!

A web-based personal news aggregator that can be used in place of a desktop client.

A blog search engine that also analyses and reports on daily activity in the blogosphere

BoardTracker is a forum search engine, message-tracking and instant alerts system.

Watches comments/follow-ups on blog posts and similar content such as Flickr or Digg.

FriendFeed Search
Scans all FriendFeed activity. FriendFeed is an important social media aggregator.

HowSociable provides a simple way for you to begin measuring your brand’s visibility on the social web.

Searches a variety of online services, including Twitter, blogs, videos and MySpace and includes a tool called IceSpy to monitor online subject trends.

Keotag Labs
Keyword searches by bookmark link, generates tags and searches tags by keyword.

Subscribe to 20 different search engine feeds at the same time. Enter a search term and click the ‘make monitor.opml’ button to get a list of RSS feeds in OPML format.

Samepoint is a conversation search engine that lets you see what people are talking about.
Discover, learn and share new websites and ideas.

A Web, blog, image, video, and social media search engine, Surchur has just relaunched their online dashboard. The “dashboard to the now” delivers a well-designed and comprehensive view into the real-time web.

Tinker from Glam Media Labs is a simple way to discover what people are Twittering about now.

Not only a great way to manage your Twitter account, but the keyword search means you can see what people are saying about you. You can also monitor Facebook status updates. TweetDeck is an Adobe AIR desktop Twitter application. Like other Twitter applications it interfaces with the Twitter API to allow users to send and receive tweets and view profiles. According to TwitStat, it is the most popular Twitter desktop application.

Twitter Search
Twitter’s own search tool is a great resource. There is an undeniable need to search, filter, and otherwise interact with the volumes of news and information being transmitted to Twitter every second. Twitter Search helps you filter all the real-time information coursing through their service.

Track conversations across nearly all social media platforms and reply to them from one place.

A monitoring service to send email alerts when selected articles are edited on Wikipedia.

Yahoo! Sideline
A TweetDeck-esque tool from Yahoo! installed on your desktop. Sideline is an Adobe® AIR™ desktop application built with the Yahoo! User Interface Library (YUI). It allows users to create and group custom queries by topics of interest for the Twitter public timeline.

Think Google Alerts but for social media. Receive daily email alerts of a developing news story, a competitor, or the latest on a celebrity.

Professional applications

Meltwater Buzz
Meltwater Buzz  allows you to monitor blogs, social networks, Twitter, forums and other social media sites to get a complete picture of what is being said about your organization, your products, and your competitors. It contains an automated sentiment monitoring tool.

TruCast provides keyword-based monitoring of the social Web with an emphasis on blogs and forums. Its dashboard applications provide visual representations of sentiment and trends for your brands online.

Radian6 pulls information from the social Web and analyses and provides consumer sentiment ratings for your brand. Radian6 is focused on building the complete monitoring and analysis solution for PR and advertising professionals so they can be experts in social media. It now has some automated sentiment monitoring tools.

Ackura BuzzMonitor
Identifies the crucial online sources that companies should monitor in order to make accurate business decisions. These sources can be found amongst consumers, suppliers, competitors and government. It is a complete service for larger marketing departments to help them make sense of the social media landscape and maximise its opportunities.

Techrigy’s SM2 is a software solution designed specifically for PR and marketing agencies to monitor and measure social media. As businesses and consumers increasingly utilise and rely on social media, agencies need the tools and expertise to stay competitive.

Collective Intellect
Collective Intellect (CI) is a real-time intelligence platform, based on advanced artificial intelligence. Its solution provides automatic categorisation of conversations based on CI’s proprietary filtering technology. According to CI, its technologies provide credible groupings and reduce the “noise” seen in other keyword-based searches.

Uses a keyword approach and returns news, blogs, images, video, and social network activity about a brand, a brand’s competition or a product. Useful options include filters, facilities to organise material into projects, to flag items and to add notes. Prices range from Personal @$14 pcm (one project; one user; three phrases) to Max @$199 pcm (unlimited projects; 35 users; 175 phrases).

Offers real-time monitoring and alerting across mainstream news, blogs, Twitter, FriendFeed and others. With collaborative features, daily email digests and trend analysis, it’s competitive with other offerings. Free trial version as well. Unlimited filters, real-time alerts, particularly strong on Twitter monitoring, continuous updates, trending, reporting, data export.

A real-time monitoring and measurement tool for social media conversations, to measure key metrics around buzz and sentiment, engage with key influencers and opinion leaders and to conduct comparisons between competitors and topics.

Dialogix monitors the entire social media spectrum, as well as most newspaper, TV and news websites in the world, with a particular focus on Australian websites. Find every news article, comment, blog post, Tweet, YouTube video, forum post and more with ease and be confident you’re not missing a thing. No limits on data for any of plans and no limits to the amount of users who can access the system. Bronze: unlimited data, unlimited users, $595 per month. Silver: unlimited data, unlimited users, sentiment analysis charts, basic key influencer profiles created without contact details, $1,495 per month. Gold: unlimited data, unlimited users, sentiment analysis charts, key influencers ranked by social authority and database of their contact details, $2,495.

Tracking a brand or a product is one thing but turning that tracking into a measure of consumer sentiment about a brand or product is something completely different. For that, Jodange has an algorithm called TOM (Top of Mind), which produces consumer sentiment about your brand or product across the Web with some clever algorithms. £2,500+ per month.