Searching The Social Web for Your ‘Buyer Personas’
I am a big fan of socialmedian – I have found no end of useful stuff since I signed up to it, and this is probably one of the best articles I have come across for businesses wanting to find out where they should be participating in the myriad world of social networking - How-To: Search the Social Web – Ultimate Toolkit, by Robin Broitman.
In order for a business to start that all-important conversation with their customers they first have to know where those customers are conversing. There is no point spending hours and hours on your Facebook account if all your ‘buyer personas‘ are conversing on MySpace. So, how do you find out where that conversation is taking place? Well, there are three basic ways:
- If you want to do it yourself for free using tool like Google Alerts, following the guidelines in Robin’s article above,
- If you want to do it yourself and you don’t mind spending some money, then use a tool like Radian6 - it is probably THE most comprehensive tool on the market at the moment and has a very extensive set of features that allow you to manage the data that you retrieve so you can make best use of it,
- Or, if you don’t want the hassle of learning how to use and implement a strategy using something like Radian6 then we are more than happy to do it for you!
The third option may certainly be the more expensive of the options but, for those companies of a certain size, having a team with the expertise to not only extract this kind of information but to create the kind of compelling content that will attract those buyer personas to see you as a solution to their particular need – and in a measureable way – is more than worth it.
It is increasingly apparent that the two things that companies want most when considering a social media strategy is:
- Knowing where they should be participating
- Being able to measure the results of that participation (ROI)
That is why in the past few weeks we have been moving ourselves to a situation in which we can provide those solutions. Watch this space for more news very soon.
Tags: Google Alerts, Radian6, ROI, Searching
April 5th, 2009 at 3:43 pm
Hi there,
You’re absolutely right that the listening bit of social media is so key to getting a strategy off on the right foot. And as we continue to integrate these social communications into business as a whole, I think it’s going to be critical to do what you’ve touched on: build a team of cross-disciplinary professionals in your organization to help engage your community and deliver content and experiences that keep them connected with your company.
Thanks very much for the kind words.
Cheers,
Amber Naslund
Director of Community | Radian6
@AmberCadabra
April 9th, 2009 at 3:46 pm
[...] Dude, Blog Your Business! « Searching The Social Web for Your ‘Buyer Personas’ [...]
April 16th, 2009 at 8:19 pm
Reputation Management with Radian6…
Webtrends announced an important partnership with Radian6 at the Webtrends Engage 2009 Conference. From the Radian6 site:
The impact of social media on public relations and advertising is fundamentally changing the profession. Brand ownership is no lo…
May 19th, 2010 at 8:57 am
Hi there,
You’re absolutely right that the listening bit of social media is so key to getting a strategy off on the right foot. And as we continue to integrate these social communications into business as a whole, I think it’s going to be critical to do what you’ve touched on: build a team of cross-disciplinary professionals in your organization to help engage your community and deliver content and experiences that keep them connected with your company.
Thanks very much for the kind words.
Cheers,
Amber Naslund
Director of Community | Radian6
@AmberCadabra