I wrote an article about Six Processes In Corporate Social Media Management in May, I was thinking tonight about more details related to two of the processes, monitoring, and response. Monitoring comprises of finding brand mentions and opportunities in social media. Once found those opportunities should be triaged by relevancy and sentiment analysis to determine when you respond. The triage process depends upon your goals.
- Customer support
- Thought leadership
- Product innovation
- Crisis communications
- Identity of the person - customer etc.
- Impact of the post - number of comments & trackbacks
- The subject of the post
- Opportunity for your company