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The Online Marketing Framework
Online marketing can take place in many forms. Banner advertising, search engine marketing and content marketing are a few examples. Every marketing activity works differently and serves a different purpose. The Online Marketing Framework is my attempt at providing an overview of what the main disciplines are, how they relate to each other, which types [...]
RECAP: The Community Engagement Framework
[NOTE: This post is a recap of this week's series on the Community Engagement Framework.] The Community Engagement Framework will contain the definitions of what I mean when I talk and write about community engagement, social business, social media and social governance. Social Media Social media can be defined as an ecosystem that consists of [...]
Cross-Analyzing Customer Sentiment And Customer Segments
Earlier this month, we talked about sentiment analysis. In this post, I’ll dive into the topic of adding meaning to the numbers. Having a nice number of total positive mentions doesn’t have to be representative of how each customer segment feels about your organization, brand, or products/services. Adding Up The Numbers As discussed earlier this [...]
Catalysts Of Content Distribution And Their Effect On Sentiment Analysis
The content on the social web is a rich source of information for people and organizations. This content can also contain a certain sentiment related to you, your brand or your products/services. In this post, I’ll be discussing the distribution of content—based on influence, virality and discussion—and the monitoring and analysis of positive or negative [...]
Finding Your Social Media Balance – Part 2
This is the second part in a two-part series about communicating on the social web. In part 1, I talked about four variables that help you control the depth of your interactions and relationships with people. In this post I’ll be discussing four ways to classify your interactions/relationships on the social web: Community Building Entertainment [...]
Finding Your Social Media Balance – Part 1
This is the first part in a two-part series about communicating on the social web. In this post I’ll be talking about four variables that come into play when you look to control the depth of your interactions and relationships with people on the social web: Motive: The underlying motive(s) for your interactions/relationships Focus: The [...]
