During my Singapore vacation in October ’09, I caught up with Kelly Choo, co-founder of Brandtology.com, to learn more about their online brand intelligence service.
As mentioned before, my friend Ben Koe works at JamiQ, which differentiates from Brandtology’s intelligence suite with a straightforward, hands-on approach to social media monitoring. There’s also ThoughtBuzz, which I recently read about.
Businesses have traditionally (and still do) debated about the lack of proper social media metrics. As many in the online space would explain, there’s in fact a deluge of metrics which leads to a dilemma of choice. While concepts of viewership and circulation were somewhat sufficient for traditional media, social media affords a broader range of metrics. The real first step is really determining what we want to measure.
For instance, as seen in MarketingSherpa’s 2009 Social Media Marketing & PR Benchmark Guide (PDF), it’s been found that social media is very effective at building brand awareness and reputation, while it’s yet to prove itself at driving online sales. There’s no silver bullet; every media has varying levels of richness, with leaner media tending to be more distributive. Our choice of media involves a host of factors, which is why media intelligence (social or not) gets more valuable than ever.
Did You Know: The music in the end credits comes from Starfish Stories’ latest album, Crystal Tears and the Dream Nebula. It’s track 5, “Stroke of Midnight v2.3”, which I bought for a dollar.