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… I was thinking about how parts of this paper would play into Social Media outreach and how we’d track it using Web Analytics and Buzz Media Tracking.   I realize Web Analytics and Buzz Media Tracking are not the same thing – but I see them merging, eventually, done by the same team.

The first  two points, “Listening to the Market” and “Investing in Your Custom is perfect for Social Media Buzz Tracking – think about it – if your not listening via Twitter, via comments on Blogs in the subject area your company or Brand it part of – ie: using platforms like Radian6 to identify influentialsls – you have few clues on where the conversation is taking place, what it is, and how you can reply.

Setting up a Profile in Radian6, SM2, Trackur, is not a bad idea, and having someone in the Analytics team, who works with Marketing and PR, is probably not a bad idea, either.   The biggest problem will be knowing about issues, and problems that crop up in enough time to respond to them – if it’s no one’s job – it won’t happen – and right now, it’s usually no one’s job,and  there are no tools being purchased - but the role might be sourced out to a Marketing PR agency – which is a bad idea – they are not your Brand, you are – and it needs to be a pretty senior type person who is part of the Brand outreach and response.

Recently, I was asked to weigh in on this conversation monster hoping to ‘reinvent’ industry and I noticed several comments – people are asking to engage – they want to hear – but does anyone think about how to go and answer every question that anyone has?  But that’s what you’d have to do now – go out and engage with each one of them, on every blog, message board and social network they live.

That’s how you defend Brand today, in my opinion.    To be honest with you, I’m not sure weather the product is really better or not, as much as it’s perceived people’s opinion is being listened to, considered, and acknowledged. But if the “product” really is better, people will more likely listen if the reviews are coming from all over the internet, and not just from the Brand, itself.

I could almost see crowd sourcing the response to employees, getting everyone involved – just give them a “press kit” of guidelines – appoint and editor – and let the employees go out there an answer – in mass – that would be the way to do it now, and Search Engines would love it.

That’s what I’d do, if I were running Social Media for a Brand (did I throw down the gauntlet?)  Yeah, I  did.

End of point 1 and 2 – in Innovating Through Recession by Andrew Razeghi, Kellogg School of Management listening was done, during the Depression and last few recessions, by having different ideas and trying them – against conventional wisdom, but today, with the rise of the Internet and Social Media, it could be done differently, still innovating, but getting feedback from the “Cloud”.

The rest of Innovating Through Recession by Andrew Razeghi, Kellogg School of Management is worth reading as well, and supports what I’m saying, above.