Social Media Monitoring: Return On Ignorance

Gary Vay*ner*chuck recently declared that there is “no such thing as social media”. Did he just say this to get a rise out of people? Probably, but his point is well taken. I’d take this a different direction and make the argument that there is no such thing as “social media monitoring”.

Call it whatever you want: monitoring, listening, measurement, intelligence, etc. The fact is that the majority of the snake oil being pushed today in this space is laughable. Actionable insights? Social Media ROI? More like vanity metrics and fancy visualizations. Simply aggregating social data and shoving it in a “dashboard” is far from adequate regardless of how elegant the UI/UX may be. The meaningful analysis is just not there and yet people continue to throw money at these scrubs.

For the past 3 years, after countless demos, trials, and tutorials, I have really only found 3 solutions that made the shortlist. This means that I felt they provided actual value. They are able to see beyond the limitations of sentiment analysis and focus their energy on the qualitative. These scalable and flexible solutions offer sufficient firehose data access and real-time analytics that can be directly aligned with business goals.

However, even these market leaders typically fail to live up to their potential. The problem is that they require significant time and resources for training, usage, and maintenance. This is particularly true within agencies as they generally lack the skilled manpower and billable hours from their clients to properly leverage these tools. What ends up happening is a few “junior strategists/analysts” scramble to crank out as many PPT decks as they can for a deadline knowing that they have only scratched the surface.

There is no such thing as “social media monitoring” and ignorance will only lead to greater inefficiencies.

Want to know who made my shortlist? I’d love to hear your take and continue the conversation…

Advertisements

About kramereric

Serial Entrepreneur, Digital Enthusiast, Strategic Consultant, @erkramer
This entry was posted in Social Media Monitoring and tagged , , , . Bookmark the permalink.

4 Responses to Social Media Monitoring: Return On Ignorance

  1. Dalia says:

    tell us! 🙂

  2. I think one needs to know the type of business and its requirements before appropriate tools can be recommended.

  3. Jay says:

    Very interesting article, seems more like a way to get a rise out of your readers, however, you do mention three programs that you do like. I would be interested to know why these ones stand out.

    Thanks

  4. shortlistorgtfo says:

    Sounds like you have all the answers.
    ‘Shortlist’ or GTFO.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s