We (iKMS) just concluded an evening learning event. The topic was Social Media Monitoring. I had proposed the topic because it had been grabbing the headlines of late. From the overthrowing of political regimes in North Africa and the Middle East to the overturning of an embarrassing song that would otherwise have been part of Singapore’s national day celebration, social media has played an unequivocal role. It is a force to be ignored at one’s own peril, and I dare say that considerable efforts have been channeled into understanding if not harnessing its power.
Within organisational boundaries many practical questions remain to be answered, with regards to monitoring customer sentiments in social media: From this evening’s session the following examples surfaced:
- Whose responsibility is it? KM’s? Business Intelligence’s? Public Relations’?
How to analyse? Where to start? How long to do it for?
How to deal with negative sentiments? Can a tide of negativism be reversed?
How to allocate attention? Why tackle one tweet or blog post and not another?
How to deal with the scepticism of pre-Internet supervisors?
What, then, of traditional media?
Thanks to Kelvin Quee the presenter and the other participants, I left the event knowing far less than before it started.
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