Posted By Industrial Web Solutions Marketing Team on May 6, 2010

By now I hope all of you are making good use of social media websites like Facebook, Twitter, LinkedIn, YouTube, MySpace and others relevant to what you do. As was astutely pointed out by Kristina Knight in her BizReport article How important is total conversation to brand?, following, reading and analyzing what is being said about your brand among the “twitterati” et al. (those posting about your brand on social and professional networking sites) is critical to effectively managing your brand.

The article points to the fact that many companies are not paying adequate attention to the conversions that occur as a result of social networking websites but are too focused on conversions from search alone. Knight wants you to pay attention to both equally. And I have to agree. By following and analyzing comments that are made about your brand you are able to develop products and marketing strategies that leverage both the good comments and the bad comments.

To give you an example, comparing comments made about “Toaster Strudels” versus “Pop Tarts” it was learned that  Toaster Strudels received far more positive comments than Pop Tarts; however, it was also learned that Pop Tarts were often preferred because they offered more variety. So, as Knight points out, “This is an indicator that Pop-Tarts can continue to be a force in the pastry space by continually innovating new tastes. They could even, potentially, push farther into the space by developing more nutritionally-conscious lines of the snacks.”

Do you know what your target audience groups are saying about your brand(s)? Find out and then turn that information into effective product development and marketing strategies that translate into sales and business growth for you.

Categories: brand management, industrial marketing, industrial search engines, networking, professional networking, search, social networking, Technology
Tags: brand management, facebook, linkedin, marketing, product development, search, social networking sites, twitter