A power shift is taking place in the marketing world and it is being driven by the new kids on the block, Facebook, Twitter, Linkedin, Google +, Youtube, Pinterest, Flicker, blogs, and forums; also known as the social media. In the past, organizations have had the power to define and control consumer’s perception of a brand through the use of one-way interruptive traditional advertising messages; the social media has shifted that power over to consumers. Today, the social media is the platform consumers use to tell the world how wonderful your product is; or how not so wonderful it is! Like it or not, consumers have become the online PR voice for organizations. It takes years to build a strong brand, but it can literally take days to destroy a brand in the social media environment; are you listening!
Regardless of an organization’s size, it needs to listen and respond to the social media chatter that occurs in cyberspace. This is an example of Dell Computer’s social media listening center http://www.youtube.com/watch?v=qj59qQXN_KY Every online mention of the Dell Computer name, anywhere in the world, is monitored by Dell Computer. As the video shows, Dell had 13,000 mentions of the Dell name in a 24 hour period; and Dell knows which mentions were positive, and which ones were negative. Dell also knows the influence score of each of the 13,000 people around the world that mentioned the Dell name. Your organization doesn’t have to be the size of Dell computer to monitor the social media. Nexus Marketing’s social media monitoring programs can be customized to fit small, medium, and large companies.
Not only can social media monitoring programs be used for listening to consumer sentiment, these programs are successfully being used as high-tech consumer research tools. By listening to customers talk about their product experiences online, organizations that are listening have been uncovering new consumer needs; which leads these organizations to new product development initiatives. The social media is transforming the way companies conduct unbiased consumer research!