Harriscom Report: Best Social Media Tools with Todd VanHoosear
|April 10, 2013||Posted by Anharris under Communications, Events-past, New Media, social media|
Facebook. Linked-in. Google+. Youtube. Yes, social media can be a great way to bring in business. But you need to know what you’re doing!
On Thursday, March 28, Todd Van Hoosear–founder of the Social Media Club of Boston, PR firm Fresh Ground, BU Professor and, I’m pleased to report, the newest member of the HarrisCom Group–told a group of independent public relations practitioners (IPN) that social media tools can help you:
- find and build community
- keep up with your industry
- engage and influence your followers
- enhance your reputation
- create evangelists who spread the word about your business
- convert followers into customers and
- change your ways of doing business.
But, before deciding which tools to use, you must know what you want to accomplish.
Todd referred to the McKinsey Funnel (now touted as the “customer decision journey”), in which a company monitors what’s being said about it, responds to developments online (through customer service and crisis management), amplifies positive activity by fostering referrals, recommendations, community and brand advocacy. This, ideally, leads to changes in sentiment, behavior and further brand awareness enhanced by product launches, targeted deals and offers, and customer input. The idea is to drive “traffic” closer and closer to the point of purchase. Once the deal is closed, the process begins again.
Here are some of the tools Todd recommends for monitoring, analyzing and amplifying positive developments in order bring in business:
Google Alerts are emails sent to you when Google finds web pages, newspaper articles, or blogs that match your search terms in order to find out what is being said about their company or product., monitor a developing news story, monitor a developing news story, keep up to date on a competitor or industry, get the latest news on a celebrity or sports team, find out what’s being said about you or your company.
HootSuite: a dashboard for managing and measuring multiple social networks, scheduling messages and tweets, tracking brand mentions, analyzing social media traffic
Tweet Deck, which allows you to arrange your feeds in customizable columns, filter what you receive and see, schedule tweets, monitor and manage multiple accounts.
Trackur.com ” Accurate social media monitoring tools & measurement software”
Social mention.com ” for receiving alerts when your company is mentioned in social media
Giga alert “ for monitoring your professional interests online. Track the entire web
for your topics and receive new results by daily email.”
Feedly: “a new way to browse the content of your favorite sites, rss feeds, tumblr blogs and youtube channels. Instead of having to hunt down for information, feedly uses RSS to aggregate the contents of the news sites and blogs you like and deliver them as a fast mobile-optimized experience. Feedly is an RSS news reader re-imagined for android phones and tablets. It makes browsing faster: the content of your rss feeds and blogs are transformed into pocket-sized cards which load very fast and are easy to browse.”
Yesware: can track reporters who open a gmail
Rapportive: ” shows you everything about your contacts right inside your inbox. “We combine what you know, what your organization knows, and what the Web shows–including your contacts’ photos, email addresses, twitter handles and facebook profile.
Edgerank : the Facebook algorithm that decides which stories appear in each user’s newsfeed. The algorithm hides boring stories, so if your story doesn’t score well, no one will see it.
Google Author rank–which lets you know how much influence a particular blogger carries.
Feeling a bit overwhelmed about the possible of falling into a deep time sink, I asked Todd how on earth he keeps up with all of this. He said he spends 45 minutes to an hour each morning–responding to email, sorting through the multiple categories he’s set up on Hootsuite , programming news to go out on Twitter throughout the day. He also checks in on Four-Square just about any time he goes anywhere–with just two clicks letting his followers there and on Facebook know what he’s up to.
Here’s a link to Todd’s slides if you’d like to know more.
The talk was organized by the Harris Communications Group of behalf of the Public Relations Society of America Boston Chapter Independent Practitioners Network.
–Anita M. Harris
Anita Harris is president of the Harris Communications Group, an award-winning public relations and digital marketing firm with specialists in health care, life sciences, technology, energy and education, worldwide.
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