You are currently browsing the Jennifer Elias blog archives for February, 2012

Search. Measure. Succeed.

Graced with the Skype presence of Hootsuite University Director Kristen Bailey (@6oz), our Social Business class learned from her the various uses this social media platform. Furthermore, we went over ways to not only attract customers but also measuring it.

Hootsuite is a social media-multitasker’s dream. With tools like geocode searching, Klout score measurement and list management, I saw first-hand how Hootsuite is more than just a multi-viewing network deck. One tool I found interesting was the ability to find local tweeters. Bailey used the example for the upcoming SXSW Festival. With so many #SXSW hashtags, it’s hard to narrow down the search to those relevant to a particular purpose. So, Bailey displayed a way to filter through the discussion and find people on the ground. Using the geocode tool, just copy your coordinates from Google Maps’ land marker and paste them into Hootsuite’s geocode. This is a good way to find people who are near you to find out what’s going on around you geographically. It also presents potential networking opportunities by tweeting those local to you to schedule meet-ups.

Google Search Terms. Two search tools I found most interesting came from Google and Hootsuite. A valuable way to find detailed measurements in by going to Google keyword tools and entering relevant search terms. This will display what people are looking for so that a brand can know what to include in their SEO and which content should be expanded or avoided.

Social Omnipresence. Professor and Author Michael Brito stressed the necessary capability to utilize each vertical with unique presence. “Do not recycle the same content,” Brito said. Instead of spamming with marketing messages, each vertical should contain one-to-one conversations that are appropriate for each social network. Likewise, his book Smart Business Social Business‘ fourth chapters notes the importance of having multiple people hold leverage to each vertical as a mechanism to accomplish social omnipresence.




In this week’s Social Media course, I learned about brands that have succeeded in reaching their customer base with both affirmation and promptness. Standout brands including the Brooks Brothers took time to personalize tweets and responses. One student shared his positive experience with a full-on dialogue with the Brooks Brothers brand over his purchase and his Valentine’s plans. They even referred to him by his personal name and included brand-relative terms and adjectives such as “daper.” This brand proved affective in going above and beyond the generic responses. Without knowing him, the impression proved so lasting that there has been a positive chain of reactions across twitter which can only benefit the brand. More brands should definitely use this as a model to create successful dialogue with their consumers and think about the domino affect it has on perspective customers.

This Week’s Takeaways: Youtube and the Superbowl

After last Wednesday’s social media class, here’s what  I’ve found to be most important:
Youtube is the second biggest search engine. We don’t tend to think of any search engines other than google, let alone a video web site. And, I think Youtube its one of the most overlooked social networks out there. Brands who acknowledge this experience an exponential growth in their views. Brands such as Honda previewed their Superbowl commercial on their Youtube channels which were rapidly shared reaching millions of hits even before actual showtime.
– A quick response is the best response. In class, we learned about controversial twitter responses between brands and their communities. In the case of McDonald’s, they tweeted generic responses to their follower’s negative feedback. By using this example, it’s important to realize that anyone dealing with any type of controversy surrounding their brand, to personalize the responses for better engagement with their community as to not loose their users.

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