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News Online Xchangeserves to give up-to-date information on the products and services under the NMS brand, as well as news involving the Web and Mobile industries.

the Go-To company w www.newmediaservices.com.aue [email protected] Media Services

JANUARY 2011 ISSUE JANUARY 2011 BUSINESS NEWSLETTER FEBRUARY 2012 ISSUE FEBRUARY 2012 BUSINESS NEWSLETTER

PROTECTING YOUR BRAND:SOCIAL MEDIA MONITORING

SOCIAL NETWORKINGYOUR BUSINESS CAN’T IGNORE

As the benefits of social networking for business are becoming more clear, so, too, are the risks that go along with it. With that said, it's no longer possible for businesses to hide their heads in the sand and hope social just goes away.

As the benefits of social networking for business are becoming more clear, so,

too, are the risks that go along with it. With that said, it's no longer possible for

businesses to hide their heads in the sand and hope social just goes away.

Social media can take many different forms, including Internet forums, weblogs,

social blogs, wikis, podcasts, pictures, video, rating and social bookmarking. There

are also various technologies utilized like blogs, picture-sharing, vlogs, wall-

postings, email, instant messaging, music-sharing, crowdsourcing, and voice over IP,

to name a few. Social Media has been successfully exhausted as a new form of

strategic marketing considering its wide reach, especially on consumers as well

as a higher probability of repeat frequency on product/service recognition.

+

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JANUARY 2011 ISSUE JANUARY 2011 BUSINESS NEWSLETTER FEBRUARY 2012 ISSUE FEBRUARY 2012 BUSINESS NEWSLETTER

The insistent use though of Social Media to drive Brand Recognition has its downfalls as improper and inconsistent management

of these sites can do the opposite effect on any company. As such, taking control and the properly handling of Social Media sites

through a highly efficient Social Media Management Service is the highly recommendable as it is a very significant factor in ensur-

ing that any brand’s integrity is constantly guarded.

Each website site employs its own guidelines in accepting articles, video clips, text comments and images from contributors,

unidentified visitors and even from its own staff. One site may support the uploading of any post, may it be derogatory or not;

while other sites tightly screen contributions to allow only the posts with genuine interests.

Companies that have not ventured into social waters, either internally

or externally, typically name fears about security and productivity as

their main reasons for holding back. And these fears are well-

founded, said Nick Arvanitis, principal security consultant at IT ser-

vices provider Dimension Data Americas.

"While there are numerous benefits to social media, any astute CSO or

CIO will be quick to mention that there are serious risks," said Arvani-

tis. "For instance, social engineering attacks, one of the oldest and

most difficult attacks to protect against, rely on trust and personal

information. People provide all sorts of personal information on social media and sometimes even connect with a hacker unknowingly, granting them access to their interests, preferences, activities, friends, etc. Social media is a goldmine for hackers. If one is able to exploit one individual in a company, they will likely be able to infiltrate the company itself. Humans have always been the weakest link when it comes to security, and this hasn't changed. Additionally, malware today can be found in posts on Facebook, links on Twitter, or embedded in third-party applications."

DiscloseYour presence in

social media must be transparent

ProtectTake extra care to protect both Intel and yourself

Use Common SenseRemember that professional,

straightforward and appropriate communication is best

SOCIAL MEDIA MONITORING

As the world’s largest video-sharing site,

millions visit YouTube daily. Visitors find any

kind of video uploaded into the site:

infomercial, viral, music, movie trailer,

self-promotion, lyric, demo, editorial etc

videos. Registered members of the site may

leave comments as a reaction to the video.

In the past years, YouTube has been known

to be one of the favorite destinations of

trolls. Trolls post any video (like scandals) and

comment to gain massive attention, at the

expense of a brand or brands.

Other Social Networking Sites

TWIITER/MYSPACE, ETC

For a comprehensive social media monitor-

ing, there are other social networking sites

that should also be tracked on. Included in

the list are MySpace, Twitter, DeviantArt,

Orkut, CafeMon, Meetup, myYearbook and

Bebo.

Facebook has now more than 800 million

users worldwide, since it was created in

2003. With its fast-rising number of

registered users, Facebook has been facing

multiple problems. Fake accounts have been

created to deceive the public. The site does

not integrate pre-moderation. However, it

relies to reactive moderation wherein users

themselves report to Facebook if a post is

offending someone or totally not true.

Facebook may be an excellent site to

market products but also may pose a big

threat to brand reputation.

Others

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JANUARY 2011 ISSUE JANUARY 2011 BUSINESS NEWSLETTER FEBRUARY 2012 ISSUE FEBRUARY 2012 BUSINESS NEWSLETTER

BLOGGING SITES

RISKS OF NON-MONITORING

Five of the most used blogging sites are Blogger, WordPress, Tumbler, LiveJournal and

Drupal. Blogging sites allow people to discuss anything under the sun. Included in the

topics that a blogger can write about are the best and worst brands, the reasons why

to love or hate a certain movie, the smartest or the less smart people etc.

Bloggers are influential in convincing public minds. Consumers and customers read

reviews and blogs about a certain brand during decision-making times. Monitoring

about a brand is crucial in maintaining a marketable brand. Among the most influential blogs that can put a brand to fame or to

shame are Huffington Post, TMZ, BusinessInsider, Engadget, PerezHilton, Gizmodo, Mashable, TechCrunch and Gawker.

There are obvious risks for brands which don’t moderate the content posted onto their own branded channels on social networks (i.e. on a branded fan page, company profile page, group or channel).

The most important is the safety of their users, particularly

brands which are marketing to children or teenagers. The

importance of providing a safe environment for children

goes without saying, and brands have a duty to ensure

that children are not exposed to abuse, bullying or even

illegal content posted by unscrupulous users of their

social network pages.

There is also a reputation risk. Like it or not, content

posted on a branded page will be associated with that

brand. No responsible company wants to be associated

with bullying or inappropriate content on their social

network pages.

On a practical level, users won’t come back to a site that

is rendered unusable by people posting comment spam,

or irrelevant messages.

Indeed, the internet provides both success and failure to a brand. It has been a good tool in acquiring presti-gious name as well as a notorious image. Good thing that great minds continue developing both free and paid services and software to help brands monitor their online presence.

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JANUARY 2011 ISSUE JANUARY 2011 BUSINESS NEWSLETTER FEBRUARY 2012 ISSUE FEBRUARY 2012 BUSINESS NEWSLETTER

AIR FORCE WEB POSTING RESPONSE ASSESSMENTAIR FORCE PUBLIC AFFAIRS AGENCY - EMERGING TECHNOLOGY DIVISION

YES

YES

YES

YES

YES

NO

NO

NO

NO

NO

NO

WEB POSTINGHas someone discovered a post about the organization?Is it positive or balanced?

CONCURENCEA factual and well-cited response, which may agree or disagree with the post, yet is not factuall errone-ous, a rant or rage, bashing or negative in nature.

You can concur with the post, let stand or provide a positive review. Do you want to respond?

“TROLLS”Is this a site dedicated to bashing and degrading others?

MONITOR ONLYAvoid responding to specific posts, monitor site for relevant information and comments.

FIX THE FACTSDo you wish to respond with factual information directly on the comment board?

RESTORATIONDo you wish to rectify the situation and act upon a reasonable solution?

“RAGER”Is the posting a rant, rage, joke or satirical in nature?

“LET STAND”Let the post stand -- no response.

“MISGUIDED”Are there erroneous facts in the posting?

“UNHAPPY CUSTOMER”Is the posting a result of a negative experience?

FINAL EVALUATIONWrite response for current circumstances only. Will you respond?

SHARE SUCCESSDo you wish to proactively shareyour story and your mission?

PRODUCED BYAir force Public Affairs AgencyThis product is public domain and maybe used freely.

BE CLEARBe honest about the issue. Use plain English. Write in short, active sentences.

IDENTIFY YOURSELFMake sure the user knows who is responding

DON’T RUSHTake the time to make sure your response is a good one. Test your reply on a colleague.

BE CONSISTENTApply the user content rules in every case, even if you disagree with what the user says.

DISCOVER

EVALUATE

RESPOND

BEFORE YOU RESPOND...

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JANUARY 2011 ISSUE JANUARY 2011 BUSINESS NEWSLETTER FEBRUARY 2012 ISSUE FEBRUARY 2012 BUSINESS NEWSLETTER

SOCIAL MEDIA MONITORING TOOLS

NEXT MONTH ON NOX:

ALL ABOUT

WHO IS BUYING SMM TOOLS?

WHAT FACTORS AFFECT THE SELECTION OF A SMM TOOL?

HOW MUCH DO PEOPLE PAY FOR SMM TOOLS?

10%

10.7%

17.1%

19.3%

42.9%

10% of respondents said that they were a “Marketing Executive”.

10.7%“Small Business

Manager”

17.1%“Consultant”

2.2%4.4%

19%

19.7%

54.7%

19.3%“Agency Professional”

Say that they spend $10,000/month or more on SMM Tools

$100/month or less

between $5,000 and $10,000/month

between $500 and $5,000/month

between $100 and $500/month

42.9%“Social Media Manager”

Survey participants were asked to rate different factors according to

how important that particular factor affected their selection of a SMM

Tool. On a scale of 1 to 4. With 4 being the most important factor. The

data for each “factor” is represented as an average rating.

2.47 2.33 2.29 2.13 1.82 1.42 1.39

What metrics it offers

Interface Price Firehose Access

Ability to schedule updates

Ability to schedule updates

Integration with different social

networks

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Contact Centers are indispensable in the modern business environment for three key reasons; Ownership, Accountability and Satisfaction. Find out how to retain your customers by giving them the most excellent customer service support.

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