Social Media Who? What? Where? When? How Much?……..and why does my company not want to use them?!?!?!?
|Social Media tools are a relatively new way companies are relying on in order to reach out to consumers as well as obtain vital data for marketing, sales, and development analysis. The company which I use to work for was adamantly against the use of social media and claimed it costs too much money and that no company worth its shirt is going to use it. I have since moved onto a new company which is a little more receptive to the social media concept. One factor I noticed was that using the big names such as Twitter, Facebook, and MySpace drove away my employers because they did not associate those tools with business practices. As a result I compiled a list of well used but maybe not well known social media tools that could convince the not so ready employers to start considering social media tools. The links at the bottom of the blog are a great way to show any employer real life examples of social media tools working for big companies.
Does your company think no big name companies use social media tools? Show your employer the Table 1 Chart and let them be the judge:
This table not only shows that companies within the same industry can use different SM Tools to gather similar types of information but that a number of these companies are major brands. For example Toyota, BMW, and Nissan are all listed however Toyota uses Spiral16 rather than buzz capture. Likewise the same can be said for Pepsi and Coca Cola with Pepsi using Radian6 and Coca Cola using Lithium.
In order to have my employers better understand the different uses for the technology these social media tools allow for; the following table illustrates the technology and the uses.
This table breaks down the inner workings of each individual SM Tool. As you will notice some SM Tools have the same practicality as one another. For example Lithium and Alterian SM2 both monitor conversations pertaining to a business or product. Another example would be how dna13 and buzz capture look to document media coverage surrounding a product or business.
As previously noted my employers where very cost wary of going into a social media specific marketing and branding plan. Below are some potential costs that a company will incur in order to use certain social media tools.
This table allows everyone to view the different pricing structures each SM Tool has, some are a lot more affordable than others. SM Tools like Lithium and Crimson Hexagon charge by the number of searches. Other SM Tools like dna13 and Radian6 have relatively low monthly fees. Alterian SM2 and buzz capture can grow up to the tens of thousands depending on the client need. Depending on the company some may choose one SM Tool over another or even combine two in order to save money.
Examples of the previously List Social Media Tools being used in Real Life
- Pepsi: http://www.radian6.com/blog/tag/pepsi-refresh-project/
- Coca-Cola (Notice the Banner on the side of the page, data provided by Lithium research): http://www.thecoca-colacompany.com/socialmedia/
- Webinar Link Rosetta has used with Alterian SM2: http://www.alterian.com/wcm/resources/Presentations-and-Webinars/Social-Media-Compliance-Healthcare/
- Microsoft: http://www.masshightech.com/stories/2010/11/08/daily17-Crimson-Hexagon-analytics-platform-finds-play-on-Microsoft-Bing.html
- Toyota: http://www.spiral16.com/blog/2010/05/gm-recalls-hummers-and-corvettes-a-pr-crisis-for-social-crm/
Interesting Case Studies
- DNA13: www.moreover.com/solutions/case-studies/dna13-case-study.html Cached
- Buzzcapture: http://www.iab.net/media/file/Buzz-report_JOGO_BMW_final.pdf