3) How can the marketing department and IT team work together to get the most out of social media analytics?
The best model for getting Marketing and IT to work together on Social Analytics related projects is to engage both, early on in the project, and have them both, physically, in the same room for the initial kick off of the project and for key stakeholder meeting.
Teams from across the company ought to collaborate on all aspects of a project, all the way through the lifecycle of the project in order to get past the corporate and departmental silos that always seem to form and dominate our implementations, at times, crippling them.
4) I understand that from your upcoming presentation at APICTS, you are going to talk about a new approach to social analytics called ultraviolet data?
My approach stems from the notion that "ultraviolet data", the information we fail to collect, or collect in non-useful ways, are more important than the data we do collect on one hand; and, I believe the holy grail of marketing is recoverable by taking this approach when setting up analytics for most organisations. Also, see my white paper on Ultraviolet Data.
5) If you could create the perfect social media metrics product, what would it be?
People are rapidly evolving, and they are frustrated with the platforms they have worked with, so far. I trace disillusionment to the time delay needed to implement the platforms along with what it takes to build a successful business in the first place.
Often a business must specialise and focus on one or two areas where they can excel, beat their competitors, and be financially successful in the marketplace - this keeps investors happy, and fulfills short term and medium term goals of the company, to succeed, make investors richer, and exit (sell) the company at the right moment. Yet, by focusing on business success, the long term needs of the end-user are shortchanged - and users end up with several tools that do one or two things well, but cannot deal with their increasingly fragmented needs, needs that must be addressed.
As a result, the needs of the one must be balanced against the needs of the many (to quote Spock from Star Trek). While keeping its business solvent, a platform is encouraged by VC investment funding to excel in only one or two aspects, yet, in doing so frustrates the very users whom it's meant to serve.
I think that is the ultimate challenge of all these tools, which makes the ability to choose the right platform(s) for you, one of the most critical choices you can make.
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