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The first step step beyond social media monitoring is developing listening skills. Needless to say, companies have a lot to gain from understanding the customers problems. By providing solutions and sharing knowledge, content is likely to be passed on and advocated by consumers.
So what’s the problem?
When you say that you have an open and receptive online presence, it creates an expectation. Specifically, an expectation of being heard. Active social media monitoring and a policy for when/how to respond to feedback, is priority number one for building customer relationships and trust. Do not make the mistake of ignoring a customer who expects being heard.
Most companies hesitate to take the step from social media monitoring to active interaction because of perceived risks. A fear that everything will spin out of control if people start communicating via Twitter. However, there are also risks associated with not participating. The indecisiveness is an expression of sticking with the status quo and keeping with the old hierarchical communication structure. However, adapting to social media is unlikely to undo the company. Mistakes will be made, sure, but that is part of what makes social media appealing.
Companies seem to have a hard time speaking about anything else than their products. To avoid looking pushy, or worse, boring, find topics that connect to the bigger picture. Kodak’s photography blog for example isn’t just about their products.
Also, users increasingly expect websites to be interactive, not just an online version of the company brochure. They’re looking for fresh content, articles, videos, podcasts and links to the latest developments in your industry. Content generation is unlikely to work very well in a top-down structure. If the IT department needs to recode the website every time someone wants to contribute, social interaction will never happen. It is important to have an easy to publish CMS. Once the new PR and communiation policy is in place, everyone should be able to share and contribute.
Taking the step from social media monitoring to participation doesn’t have to be a major undertaking. It doesn’t take hi-tech tools to connect with your customers. Think corporate blog, Twitter and a Facebook page.
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Our goal is to create a central starting point for access to the European media landscape and market intelligence. Users create their own media monitoring report by using the MyImooty tool.
Favorite media sources and frequently used search terms are delivered in a customized press review. It will soon be available through Imooty’s mobile platform on Imooty.mobi. This content can later be re-accessed through the MyImooty library section.
For curios minds, Imooty makes it possible to view a panorama of continental, national and regional headlines. It is a general overview of what goes on in Europe and inspires visitors to find new perspectives and media intelligence.
There are surprising stories out there, waiting for you to discover. If you cant find a particular event on Imooty, it hasn’t happened yet!
Imooty has many benefits as a central access point for European news. For one we’d like to focus on quality sources. The problem with general search engines is that there’s a lot of irrelevant information. Search engine optimization is great for marketing of products and services, but not for deciding which media outlets feature in the top 10 search results.
Want to try our European market intelligence tool? Try out MyImooty for free today!
As the European Union continues its development, more people migrate, communicate in different languages and follow news and current events from nearby countries. As Imooty founders, we are examples of this development. Blaise is French, and I’m Norwegian, both living and working in Berlin for some time and looking for a sensible way to create a personalized news overview.
Through personal experiences, we’ve found that new language, inspire new thought. We’re curious, optimistic, like surprises and are interested in what goes on in the world. We frequently access German, French, English and Scandinavian news sources and we’d like to develop a platform allowing for quick shifts between the media landscapes and insight into European market intelligence.
We’d also like Imooty to become a platform for a common European media landscape – there’s already economic and political unity and collaboration. It is time to develop similar structures for media content and press review services.
Blaise is in charge of the overall design, ergonomics and infrastructure of the platform. Kristoffer responsible for questioning those ideas and find potential value in the marketplace.
You can read more about us in the team profile and check our European media intelligence tool at Imooty.eu.
