From the category archives:

Social Media Monitoring

7 Inputs to a Social Media Strategy

by adam on November 15, 2009 · View Comments

in Marketing Strategy, Social Media, Social Media Monitoring

Building a social media strategy is not something that can be whipped together overnight.  For context, any company that is looking to develop a strategy for leveraging social media should first check out the POST methodology from Forrester Research.  The “People” part of the approach (followed by Objectives, Stategy and Technology) has a short description:
Don’t start […]

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Social Media Monitoring: A Glimpse At the Future

by adam on November 3, 2009 · View Comments

in Social Media Monitoring, Web Analytics

Warren Sukernek shared this presentation recently and it hit home on a variety of fronts. As we spend time with clients working through social media monitoring, we find more and more examples of how it’s not a precise science.  Sitting side by side with folks who work every day in detailed web analytics who continually […]

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Google Sidewiki and Implications for Pharma Brands

by adam on October 8, 2009 · View Comments

in Marketing Strategy, Rosetta, Social Media, Social Media Monitoring

Google Sidewiki is a perplexing new product from our friends in Mountain View, CA.  Sidewiki requires a toolbar download but enables anyone to comment along side any website.  Here are three key posts that have been helpful to understand it - and I’d highly recommend reading them.

Shift’s Doug Haslam shares thoughts on the positive potential of […]

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Celebrities Are Not Taking Over Twitter

by adam on April 18, 2009 · View Comments

in Retail, Rich Internet Applications, Social Media, Social Media Monitoring, Twitter

Celebrities like Ashton Kutcher, Shaquille O’Neal and Britney Spears are not taking over Twitter.  A well publicized event like Oprah tweeting on her show won’t help.  Ashton vs. Larry King, in a contest to see which account, @aplusk (“a plus k”) or @cnnbrk can reach a million followers first is a publicity event that had […]

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Understanding How Social Media Impacts the Purchase Path

by adam on April 7, 2009 · View Comments

in Interactive Marketing, Rosetta, Social Media, Social Media Monitoring, Social Networking, Web Analytics

Few marketers dispute PPC as an effective and measurable online channel.  Social media, in contrast, is currently subject to dispute.
One of the more compelling arguments for pay-per-click search marketing is the ability to attribute web sales directly to clicks from search advertising.  ROI can be measured to multiple decimal points tying the amount of spend invested […]

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Brand Motivation for Listening

by adam on February 9, 2009 · View Comments

in Customer Engagement, Marketing Strategy, Social Media, Social Media Monitoring

This post is co-authored with Gargi Patel, Rosetta’s new Director of Social Media. Gargi has spent several years as a community manager for large consumer brands and we’re fortunate to have her join the Rosetta team.
Everywhere in social media it’s clear: Listening is important.  It’s probably the most important thing you can do to make the […]

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