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The Value of Social Data to Storytelling

Thanks to Steve Olenski for tuning me into a recent white paper released by Bazaarvoice called “Chief customer advocate: How social data elevates CMOs”.

The paper focuses on how the mountain of data emanating from social networks empowers the CMO to become more strategic within the “consumer-obsessed C-suite.” Specifically, it highlights the value of social data as real-time insight into the voice of the customer by revealing “first person words and sentiments” about a brand.

It then presents data from a survey of 100 CMO’s from both B2C and B2B companies on how they are using social data for decision making on marketing programs. [Read more...]

9 steps to build a qualified Twitter following

qualified twitter followingNew data this week shows that 51% of US companies have a Twitter presence. Most of those that embarked on the Twitter land grab in the last few years have focused primarily on building up as large a following, as quickly as possible.  This is what most social media “gurus” have built a living on, during that time.

I’ve heard Katie Paine call Twitter followers an “old school metric” and I couldn’t agree more.

Building an audience on Twitter can not and should not be automated.  The whole point of Twitter for (most) companies — as a popular social media tool/channel — is to reach and build relationships with buyers and customers (or other stakeholders).  This is in support of sales, customer service, communications and reputation management. [Read more...]