| I just re-read an excellent post by Jeremiah Owyang, | | | | do with this precious intelligence when we get it? |
| Partner, Customer Strategy, Altimeter Group. Jeremiah | | | | The second quote from this post, used here out of |
| used to work for Forrester Research and just recently | | | | sequence, is |
| joined the Altimeter. There are a couple of quotes that | | | | ... marketers were used to 'Bowling', where marketers |
| started me going | | | | could easily throw a message down the aisle and hit |
| Beyond monitoring, insight from the social sphere is | | | | the pins with great confidence. Now, he eloquently |
| untapped. Social media monitoring is just the first baby | | | | describe, it was more like 'Pinball' where a marketer |
| step, most companies haven't tapped into what the | | | | could load the message up, shoot it out, but have no |
| data actually means. | | | | idea where it will end up. |
| We all, more or less, know what monitoring is. Here is | | | | It seem to me that despite all the talk by the |
| an example of definition that come reasonably close | | | | "enlightened" marketers, by "listening" they still try to |
| to the marketing context after the word "enemy" is | | | | figure how to control the flow of messaging, rather |
| replaced by something more appropriate, like | | | | than to "hear" and engage into conversation. "Listening" |
| "customer" or "consumer", depending on what is one | | | | without deep desire to "hear" cannot yield any insight |
| monitors. | | | | or "Aha!" moment, and these are the ones that lead to |
| The act of listening, carrying out surveillance on, and/or | | | | meaningful and measurable actions. No wonder there |
| recording of enemy emissions for intelligence purposes. | | | | is so much yearning for a magic ROI formula for |
| So presumably obtaining "the insight" and/or | | | | Social Media investments. It is very difficult to figure a |
| "intelligence" is the purpose of the exercise. The most | | | | return on knowledge you didn't bother to learn yet. |
| interesting question for me is - what are we going to | | | | Learning is not compulsory. Neither is survival. |