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Why social media matters

Rachel Sullivan | May 6, 2013
The news that music retailer HMV was going into administration was broken to the world by one disgruntled ex-employee who hijacked the company's Twitter account and tweeted "There are over 60 of us being fired at once!" among other pithy comments that concluded with a final update reading: "Just overheard our marketing director (he's staying, folks) ask 'How do I shut down Twitter?'"

"Another fear is that people will push the boundary of normal social conduct. However, when using enterprise social media, everyone is aware that the boss can see what you're saying so people don't tend to misbehave," he adds. "If they do, other users jump in and offenders quickly backtrack and apologise."

Pancino rees, "There is always the potential that someone can misuse the technology. But we have found that it is self regulating, owing to the large volume of users we have from all levels of the organisation. People have a good, mature understanding of what is expected."

Other commentators have voiced concerns over losing control of information, Riemer says. However, Pancino, who is an enthusiastic supporter of the platform, says that has not been an issue at Suncorp.

"Any technology we use has certain standards and requirements for use. With respect to IP, Yammer usage follows similar guidelines to email and mobile devices and tends to be self-regulating."

Monitoring your brand online

Back in the day, companies would use organisations like Media Monitors to keep track of their public profile. Now, the Internet provides the opportunity to monitor not only your own profile, but also that of any competitors, and relevant developments in your industry, for little or no cost. A few simple steps allow you to react, engage and connect with the people talking about your brand.

Search queries set up in tools like Google Alerts and IceRocket can be saved as RSS feeds and allow you to keep track of brand mentions and relevant keywords in different platforms, including traditional media, blogs, social networks and search engines.

Google Social Reports helps understand how much traction your content generated by scoring it based on the number of comments it received, links, mentions, tweets, and other social media metrics such as StumbleUpon, Digg and Reddit.

And if you want to dig deeper, for a price UberVu scans all the mentions and conversations relevant to your brand and detects mentions by 'influencers', spikes in volume and sentiment, and trending stories.


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