Managing Social Media
There is an increasing trend towards using social media monitoring tools that allow marketers to search, track and analyse conversation on the web about their brand or about topics of interest. This can be useful in PR management and campaign tracking, allowing the user to measure return on investment, competitor-auditing and general public engagement. Tools range from free, basic applications to subscription-based, more in-depth tools.
The honeycomb framework defines how social media services focus on some or all of seven functional building blocks. These building blocks help explain the engagement needs of the social media audience. For instance, LinkedIn users are thought to care mostly about identity, reputation and relationships, whereas YouTube’s primary features are sharing, conversations, groups and reputation. Many companies build their own social containers that attempt to link the seven functional building blocks around their brands. These are private communities that engage people around a more narrow theme, as in around a particular brand, vocation or hobby, rather than social media containers such as Google+ or Facebook and also Twitter. PR departments face significant challenges in dealing with viral negative sentiment directed at organizations or individuals on social media platforms (dubbed "sentimentitis"), which may be a reaction to an announcement or event.
Read more about this topic: Social Media
Famous quotes containing the words managing, social and/or media:
“There is not much less vexation in the government of a private family than in the managing of an entire state.”
—Michel de Montaigne (1533–1592)
“English literature is a kind of training in social ethics.... English trains you to handle a body of information in a way that is conducive to action.”
—Marilyn Butler (b. 1937)
“One can describe a landscape in many different words and sentences, but one would not normally cut up a picture of a landscape and rearrange it in different patterns in order to describe it in different ways. Because a photograph is not composed of discrete units strung out in a linear row of meaningful pieces, we do not understand it by looking at one element after another in a set sequence. The photograph is understood in one act of seeing; it is perceived in a gestalt.”
—Joshua Meyrowitz, U.S. educator, media critic. “The Blurring of Public and Private Behaviors,” No Sense of Place: The Impact of Electronic Media on Social Behavior, Oxford University Press (1985)