ImpactWatch Blog

Not much for this week, which just means less to distract you from the brilliant interview I gave to Murray Newlands…

• ImpactWatch Social Media Monitoring and Measurement – an Interview with Hannah Del Porto – Murray Newlands

Which media monitoring service is best? There is an enormous variety of features available, so I think the most important thing is for people to sit down and make a written outline of their objectives and the data/metrics needed to achieve them. It is essential to do this before doing any product research. With list in hand, customers won’t be overwhelmed by the abundance of offerings and can make sure they find a service that fits their needs.

• HOW TO: Measure Social Media ROI - Mashable

Measuring social media ROI isn’t impossible, but it can be difficult because many of the pieces that need to be evaluated are difficult to track. This guide is designed to help you track down those pieces and determine the ROI you’re getting on social media.

• Is the Promise of Social Media Enough? What About ROI? – Jacob Morgan

The common excuse among many social media folks is that “you can’t measure the direct ROI of a billboard or a television commercial — so why all the fuss about social media ROI?”  Just because companies have trouble measuring offline ROI does not mean that we should dismiss online ROI.

• Stop pretending PR is worth the same as advertising space – MuMbrella

In this guest posting, Millward Brown’s Sarah Emerson says the old-fashioned PR formula of adding up column inches and equating it to what the ad space would have cost needs to be killed off.

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Media Monitoring Tools and Reviews

12 Free Social Media Monitoring Tools & Tips – In Seattle News

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Slides and Conferences

Social Media Monitoring Tools – Wendy Goldman Scherer

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See Last Week’s Top Posts

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Follow Hannah on Twitter.

Twitter recently opened up a new feature for Twitter users: the ability to lump users into ‘lists’.  Users can then add or delete their friends from these lists as they see fit.  Following a thousand users, but only want to see your 15 close friends’ tweets?  Done.  Just create a list of them (may I suggest the title ‘bffs4ever’?), and then view that list within your account.  AS of now, more than 50% of users have access to lists, and a full rollout is imminent.

Another positive feature of lists, as noted by TechCrunch, is that new users can follow a well-created list to get them started on the platform.  A potential downside, suggested by eWeek, is that lists may tarnish the open feeling of communication that Twitter champions.  Will users start looking at their lists after they login instead of their whole buffet of tweets?  We’ll have to wait to see the fallout.

One interesting question that popped into my head was whether the most-followed Twitter users would also be the most-listed.  At this point, the same celebrities and organizations are going to stay on their high follower pedestals, but now there’s a new metric in town.  Some of the popular kids may lose their lunch table and have to eat in the phone booth (schools still have those, right?).

Twitterholic.com provided me with a cohesive list of the most-followed Tweeps.  I went through each of the Top 50 accounts in order to get an updated amount of followers as well as the new listed metric.  Before looking, I assumed that the rankings would be nearly the same.  I was very wrong. (Please note that I ranked the 50 most-followed people against only the other most-followed.  The data does not represent a list of the 50 most-listed, at large.)

I uploaded a full spreadsheet of the data below, so check that out, and I’ll note the highlights.  Apparently there’s a big difference in being followed and listed in a Twitter list (‘Twist’?).  Taking a peek at the actual people, they are all very recognizable (except for Lily Rose Allen, who I had to Wiki-stalk even after reading her tweets).  Why would there be a difference in their rankings?

Taking a look at the actual tweets provides some clues.  The people that have a higher listed ranking than followed ranking provide frequently (but not too frequently) updated tweets that are well written and either witty, news-worthy, or interesting.  People who don’t provide good content have a much lower listed ranking as compared to their followed ranking (Looking at you, Kim Kardashian).

Users aren’t going to un-follow people often after they have started to follow them, but Twists are a different beast.  Those can change at a whim and other users would have no control over them.  Also, when they are being created, only those Twitter users that have provided good tweets in the past are likely to be thought of.  Think of the amount of followers one has as the kind of popularity a HS cheerleader has, and the amount of lists one is on as the popularity one has in college with closer friends and colleagues.

Top 5 Users by Followers

Ashton Kutcher

Britney Spears

Ellen DeGeneres

CNN Breaking News

Twitter

Top 5 Users by Times Listed

Barack Obama

Pete Cashmore (you know, the Mashable guy)

CNN Breaking News

Ellen DeGeneres

Taylor Swift (though Kanye rarely lets her finish her tweets)

Felicia Day and Pete Cashmore are the two users listed in a far bigger proportion to their followers (both ranking 29 places higher) while the biggest drops from followers to lists were 50cent (down 23 spots) and Kim Kardashian (down 22 spots).

Of course, lists are still very new so this could change as more users have access to them and begin using them.  Let’s hope lists do their jobs of making Twitter slightly more organized and perhaps spurring better content from some important users.

50 Most Followed and Listed Twitter Users

AVE’s Are Dead. Or Are They? – Chuck Hemann

• However, just because the Commission has proclaimed them DOA, doesn’t mean the education stops. We need to keep working to provide the framework by which communications pros can determine, and then ultimately use the metrics that make the most sense for their campaigns.

Understanding Natural Language Processing – Social Media Explorer

• Social media is chock full-o-typos and other truly natural human language quirks that the machines can learn, but only if they’re told to do so. Plus, there are dozens of sentiments around brands, not just positive, negative and neutral, so NLP has its limitations. Still, as Catlin said, with a large amount of information, it can give you a broad brush stroke of look at what’s out there.

Keyword Generation with Mind Maps – Radian6

• People don’t always search for what you might want them to. You need to get outside of the company for a moment and think about what someone who has no idea who you are or what you do would type into a search engine to find you.

Print vs. Online: The Same and Different – Burrelles Luce

• Here’s a question I’ve been pursuing since this summer: “To what extent is the printed content of a newspaper duplicated on that paper’s website?”

Is Social Media Monitoring Ready for Prime-Time? – Jay Baer

• Microsoft’s entrance into the social media monitoring software category will have two mid-term consequences. First, the percentage of companies using some sort of social media listening software – LookingGlass or otherwise – will skyrocket. This pattern is as familiar to long-time Web watchers as the Cowboys choking in the playoffs. Small start-up companies innovate and create categories, and then the big guys jump on board and expand the user base.

Is Social Media Marketing Measurable? The Big Debate – Social Media Examiner

• I gave myself a mission: Find out the best way to measure social media return on investment (ROI). I queried marketing executives at major corporations, scoured all the leading thinkers’ writings and contacted my peers. What follows is an important discussion on measuring social media return.

Monitoring – alerts are free, but context costs – Morgan McLintic

• The social media monitoring space is rapidly evolving, and no service covers all the channels for all geographies. The good news is that costs are falling and the free services are becoming increasingly rich. Regardless of the tools you use, the most important thing is to set up your system, refine it and then determine your engagement plan.

Social Media Measurement 101 – University Business

• So how do you make sure you don’t waste your time? Start by following these steps to set up a simple social media measurement system for your institution.

Social Media Monitoring Software: Welcome to the Emerald City – ImpactInteract

• After four weeks of evaluating social media software vendors, we’ve come to some conclusions about the reality of these tools versus the hype that we heard along the way. Let’s just say that the parallels to the Wizard of Oz are pretty interesting…

Social Media Optimization: Metrics to Measure – HPSEM

• Social media is a powerful force and represents either the biggest marketing shift since television advertising or the most colossal waste of time since, well, television. If it is positive, how can you define ’success’? The answer is different for every business. What follows are some metrics you might consider measuring.

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Media Monitoring Tools and Reviews

5 Free Fantastic Social Media Monitoring Tools – Canadian Marketing Blog

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See Last Week’s Top Posts

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Follow Hannah on Twitter.

Two days ago, Bing announced that they were partnering with both Twitter and Facebook to provide extensive search capabilities for their users.  In simple terms, the searches would mine for keywords entered by the user for all the ‘public’ posts on Twitter and Facebook.  According to a recent Pew Internet & American Life Project, at least 19% of users post and read status updates.  This searching power could prove very useful to those 19% and perhaps cause more users to use status updates.

On October 21^st, when the announcement was first made, well over 1500 tweets were linking to various articles about the announcement.  Most Twitter users seemed more surprised than anything else.  Nearly all of the tweets were a simple headline and URL link.  On October 22^nd, the number of tweets about Bing and its inclusion of social media search were down to approximately 1350 tweets.  As of the writing of this post, October 23^rd tweets on the topic are around 250.

In contrast, Google partnered with less and garnered more attention than its competitor.  There have been over 1500 tweets every day since the announcement on the topic of Google’s deal with Twitter.  Bing may have prepped the user base for Google’s announcement by letting the public know only hours before Google did.

The vast majority of the tweets were simply passing along the information in the form of links and headlines.  Approximately 20 tweets were negative, fearing privacy issues, especially with Facebook.  Below is one such example.

Social networking users have some reason to be concerned about privacy.  After all, Jeremiah Owyang makes a very good point that Facebook is going to have to make more content public in order to compete as these two search engines wage war.  Jared Newman expresses eight big concerns about the process; my favorite of which is how Bing and Google will filter out this information in searches for people who don’t care about social media.  Most of the time, I probably won’t care what the Twitter-world is saying about the topic I want.  I can see that being easily the most frustrating thing to filter out.

Overall, it’s no surprise that these search features would eventually come to light.  Twitter user-ship has increased by over 700% in the past year.   With more celebs and non-celebs picking up the habit, most ways to search for them were inevitable.

As a sidenote, people forget that Google and Bing aren’t the only search games in town.  18 other useful (and in many cases, MORE useful) search engines are listed in this fantastic article.

• Listening and Monitoring Panel at Inbound Marketing Summit – Cheryl Harrison

You need to understand WHAT you’re listening for. Why do you want to listen? What do you want to learn? What are you going to do with that information?

• Beyond guesswork: Companies work to measure the impact of social media – Finance & Commerce

As companies are wading into the dizzying world of the social Web, they don’t have any of the familiar metrics to judge whether efforts to reach customers are successful. There’s no gold standard — no equivalent of Nielsen ratings for television, Arbitron for radio or circulation numbers and ad ratios for newspapers.

• The Case of the Missing Social Media Metrics – Rikin on the Web
  

When it comes to online advertising and web analytics, there are plenty of concrete metrics. Most of these have been tested for over a decade and are now ubiquitous. More importantly, there are many tools and resources that can meet our needs and provide these metrics.

• Measure social media efforts with quick, free and easy tools – Fletcher Prince

If you’re a small business owner or nonprofit organization manager who has been handling your own social media outreach, then you’re probably wondering at this point in the year if your results are paying off, especially if you started using these new marketing and engagement techniques in 2009.  I have a practical approach for you.  The beauty of this approach is that all these tools are free and easy to use.

• New Metrics: Some Tools for Plotting a Social Media Strategy – Utah Pulse

In the three step process to involving your organization in social media (listen, measure, engage), last week’s metrics will help you begin to build some useful data sets through listening and measuring. This week, let’s focus on engaging in social media.

• Social Media ROI: no different than traditional measurement – Damien Basile

Most brands in the social media space want to be able to define Social Media Return On Investment (smROI) and for good reason. They’re putting in money to the medium so they should be getting more money out of it ideally. In this respect there is NO difference between traditional and social media measurement.

• Asking the So What of Social Media Monitoring Reports – Lift9

That is why when I really want to have a meaningful conversation, it is usually one-on-one or in small groups, and not at a party. For social media reports, ask the “so what?” and make the information come alive and actionable.

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Social Media Monitoring Tools List and Reviews

18 Essential Tools for Every Word-of-Mouth Marketer – Mashable

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Slideshows and Presentations

IPR Measurement Summit, Integrated PR Measurement – Tim Marklein

Social Media Measurement 2009 – Katie Paine

Demystifying Social Media: Tools and Techniques – Dawn Foster

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See Last Week’s Top Posts

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Follow Hannah on Twitter.
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One of the most universally used features on Facebook is the status update.  Status updates let me know everything from what my friends had for dinner (NOTE: I normally do not care what you had for dinner) to legitimate life announcements.   Users are updating them in greater frequency as well.  The current statistics on the Facebook press room page count 40 million user status updates a day, up from 20 million in April, 15 million in February, and 13 million in December 2008, according to Digital Beat.  Of course, the exponential increase is certainly due, in part, to the inclusion of the app to allow tweets to be Facebook status updates.

While most status updates are little more than time-wasters on the bus ride home, several have made national headlines.  Let’s look at a couple:

The Trapped Girls – Two adolescent girls were trapped in a drain for hours.  Rather than call 911, they updated their Facebook status about the situation.  A friend noticed the update, contacted the authorities, and the girls were saved.  Oddly, they could have easily called 911…seeing as how they used their smartphone to update their status.

Status: Robbed – According to a report by Belinda Goldsmith, many users post their holiday plans on Facebook, including times that they are not at their residence.  Being that it’s incredibly easy for criminals to target people using social media, Goldsmith likes to call it “Internet shopping for burglars”.  Might I suggest “iBurgle” for that Web 2.0-y flair?

Diamonds are Temporary – In September 2009, a robber broke into a house, pocketing a couple of diamond rings.  Before he left, he checked his Facebook page…and forgot to log out.  Police followed the trail of the obsessed social networker all the way to the big house.

Updates from my Vaca! – Criminals should really just not use Facebook.  This week, police followed the trail of Maxi Sopo through Cancun after he commited bank fraud.  They got a break in the case when they realized that one of his Facebook friends worked for the Justice Department.

The Pursuit of (Virtual) Happiness – Recently, Facebook introduced a Happiness Index.  Working with psychologists and users, the social network created a list of happy and sad words. The list of positive words includes “happy,” “yay” and “awesome,” while negative words include “sad,” “doubt” and “tragic.”  This really isn’t news, but it’s certainly creepy.

Since Facebook status messages can now save kids, catch criminals, and rate intangible concepts, it’s not long before they get a full-blown book deal.

I’ve talked to several people who ‘de-friend’ or ignore colleagues who updates their status too often.  Do most people feel this way, or our those annoyed by it in the minority?  I personally subscribe to the “once-a-day but no more than three-times-a-day” school of thought.

Social Media Monitoring Isn’t Sexy. But it isn’t negotiable – Chuck Hemann, Dix & Eaton

• Wherever you are on the social media spectrum – kool-aid drinker, personal user, strong understanding of the business applications – you should know that, for companies, participation in social media is negotiable. Not EVERY company needs to be using these tools to reach external audiences.

Social Media ROI Part 1: Framework and  Social Media ROI Part 2: Research Approaches Don Bartholomew

• Here is a simple, five-step framework for developing a social media ROI measurement program.

Social Media Monitoring Tools – A buyer’s guide – Murray Newlands

• Social Media Monitoring Services enable you, your company or your brand to listen to and participate in online conversations. They have gained popularity over the last few years and their insight and analysis they offer can be crucial to being a meaningful part of the online conversation. But if you are starting from zero, where do you begin?

PR Metrics Evolve to Show How Discipline Drives Sales – AdAge

• Measurement is still very client- and industry-specific. But PR professionals say more and more they are finding commonalities across verticals that allow them to standardize a majority of their measurement programs. Here are three components an agency and client need to have in place in for effective PR measurement.

Aggregated Stats Are Key to Social Media ROI – TippingPoint Labs

• I’m talking about the real, hard stats already collected on almost any platform; and I’m talking about bringing them together in a way that allows a human (or eventually the machine) to draw correlations between channel activity and something like e-commerce sales.

Six quick steps to start watching the web for you and your company – Cheryl Harrison

• Here are six steps that will get you started with monitoring. This is not a comprehensive monitoring system. It’s simple, it’s quick (10 minutes time) and it’s better than nothing.

The Myth of Social Media Monitoring – CrapHammer CA

• I don’t think we need to agree on how to measure social media yet.  First we need to understand how to find the “signal in the noise”.  How do we filter out what is of value to an organization?  How does an organization engage with its audience and customers?  And can this be truly automated into a dashboard?

The tact of social media monitoring – BookBlog

• There is another important concept from city and village living – the concept of tact. In coffee shops and restaurants every day, people converse about the matter of their lives – their kids schools, weekend plans, sports injuries. This doesn’t mean that it’s socially appropriate for the person at the next table to jump in and express an opinion about how to treat tendonitis.

Always Listening: A B2B Social Media Dilemma – Destination CRM

• “[B2B companies] have to pay very close attention to social media,” Pergolino says. “It really comes down to being responsible for your brand and monitoring what’s happening — even if there aren’t a lot of brand mentions — then finding the best course to deal with it.”

7 Considerations for Tracking Social Media Success – Top Rank Blog

• With more and more marketers jumping onto the social media bandwagon, a lot of questions come up. Is it possible to track metrics and ROI? What are other companies doing? Why isn’t it working? Being prepared to answer  questions like these can make a difference in how a company interacts with social media and if they can succeed.

Slides and Presentations

7 Business Reasons for Social Media Monitoring – Connie Benson

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See Last Week’s Top Posts

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Follow Hannah on Twitter.

Photo:

This week my husband asked me for tips on live-tweeting some conferences he would be attending.  As with pretty much all forms of communication, how you interact depends on the circumstances, who you are and who your followers are. But unless you’re Obama or Bono, most of this advice will apply to you.

General Guidelines:

1.    Don’t overdo it. Tweet only what you would expect to interest most readers.
2.    Attribute quotes. If a presenter or attendee provides good information include their name or twitter handle as the source.
3.    Help non-attendees follow the event. Tweet to announce what is about to happen.
4.    Watch for responses. Regularly check for responses to your tweets or questions about the event so you can respond in a timely manner.
5.    Use an event hashtag (set it up ahead of time) so people can easily follow tweets about the event.
6.    Retweet useful information and insights from conference attendees.
7.    Don’t miss the conference with your face stuck to your Blackberry. Connected with someone at the conference? Meet them by the front door to continue the conversation in person.

Good example tweets:

-    Mr. Smith’s presentation on How to Increase Occupancy During a Recession in 10 mins Room F #hospconf
-    Mr. Smith: Customer service is important but a quality product is still key #hospconf
-    Stop by our booth to pick up new property brochures and free refreshments #hospconf
-    @questioner Our presentation is tomorrow at 2pm in Room B #hospconf
-    Great day at #hospconf tomorrow’s focus is on hospitality in developing countries.
-    After #hospconf cocktails at 8pm. Meet at La Cantina on New York Ave and 16th Street.
-    RT @confattendee Just learned that our company is up 15% in reservations for Oct! #hospconf

Bad example tweets:

-    Eating lunch  [no one cares]
-    Unacceptable response time accounts for 40% of dropped calls [where did you learn this?]
-    Just talked to an important client, wow is he boring [he can read your tweets!!! Don’t do this!]
-    Leaving the conference to hit the bar [Keep it to yourself unless it’s a networking opportunity for conference attendees]
-    [where are your hashtags?!?!]

Live tweeting is meant to enhance the experience of a conference, not replace it. Keep most of your interaction to fellow attendees and, unless you are doing something *extremely* exciting, keep it to around half a dozen tweets per hour.

Remember that your followers who are not interested in the event may be put off by the stream of event-related tweets. Consider what proportion of your followers are in your industry or potentially interested in the event before deciding how much event coverage to send out.

If you want to share comprehensive coverage of an event, consider live blogging with ScribbleLive , CoverItLive or your own blog, so fans aren’t held hostage to your updates. Post a link in Twitter to your liveblogging stream so those followers who are interested know where to go.

Another trick is to leave off the event hashtag when sending tweets that aren’t important enough to share with the crowd, like “@chuckfitz Where are you sitting? I can’t find you!” While the tweet will still annoy your personal followers, it will keep the tweet from reaching people following the event through the hashtag and from appearing on the big screen.

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Follow Hannah on Twitter.

Let’s Kill The CPM – TechCrunch

• Having been both a small and big publisher (now small again), it’s been my experience that the collective focus on CPMs and counting eyeballs by marketers, agencies, and publishers has led to a whole mess of unintended consequences that have produced a series of “solutions” that work for none of those parties. And perhaps more importantly, it’s been terrible for users.

Brand Measurement: Analytics & Metrics for Branding Campaigns – Avinash Kaushik

• There is a very tenuous connection between these campaigns and outcomes, they are for the most part faith based initiatives. If supported by “data” then it tends to be of the most fragile kind (usually the the fact that the CEO saw it during the Super Bowl and felt happy suffices as actionable data).

The Gap and AKQA say: “ROI, What ROI!?” – Jacob Morgan

• What else is interesting to me is that the Gap chose to use “how much consumers interact with the brand” as a way to measure ROI which clearly doesn’t make sense…ROI needs to be looked at as a financial number and not as a interaction metric.  Again, the equation breaks down, the Gap invests X dollars in order to get X interaction?  This isn’t ROI.

Five Myths about Automatic Sentiment Analysis – Connie Benson

• Sentiment analysis is a hot topic. If the social media monitoring tool doesn’t have it, there’s criticism. If it does have it then there’s skepticism. So let’s take some time to talk about these five myths.

Ten Things to Look for in a Social Media Analytics Tool – Gaurav Mishra

• Here are ten things I look for in a social media analytics tool.

Six recent signs of hope in public relations measurement – KD Paine

• That’s kind of the way I see our industry today after a series of bombshells dropped this week on the Kingdom of Accountability.

Toyota’s Floor Mat Recall – Brand Impact Measurement – Infegy

• Toyota chatter was quite positive leading up to the announcement. Interestingly, Toyota chatter surged in negativity on September 30 but quickly shifted back to positive the very next day. This strong turnaround shows that people may be quickly forgiving Toyota and moving past this unforeseen mistake.

How to Social Media Monitoring – Impact Marketing

• Being smart about Impact Intelligence is about focusing on quality rather than quantity, and being able to learn from what you gather. Picking up on that theme throughout the social web? In an effort to apply this to the process of gathering intelligence, follow these smart, basic tips to getting started.

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Media Monitoring Tool Lists and Reviews

5 tools to help you monitor your online reputation – Graphic Alliance

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Presentations and Slides

Social media and Online PR measurement – what should you measure and how? – eConsultancy

Online Reputation Tips – My Ad:Tech London 2009 Presentation – Seomoz

WeAreMedia: Listening for Nonprofits in a Connected World – Beth Kanter

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See Last Week’s Top Posts

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Follow Hannah on Twitter.

Photo: http://www.flickr.com/photos/thetruthabout/ / CC BY-SA 2.0

There’s lots of advice out there on monitoring social media. And frankly, there are not a lot of people running around saying it shouldn’t be done or it isn’t worth the effort. Everyone knows that you need to monitor so you can see what people are saying about your company and so you can engage consumers. But without specific goals and a data organization plan, that’s about all you’re going to be doing.

Here’s a list of ways you can use the information you glean from social media monitoring. I tried not to get too specific to keep the list reasonable and because every company will have different data to organize and apply.

If you’re unsure of how to accomplish any of these via media monitoring, just ask. It’s an open-book test, people.

1. Identify new markets.
2. See what people are saying about your employees and executives.
3. Be an industry expert – monitor and answer questions via social media.
4. Find out what customers care about – and what they don’t.
5. Measure sentiment towards your brand and products.
6. Track influencers – who is recommending your products and who is warning customers off?
7. Identify opportunities to share ideas with peers and thought-leaders.
8. Profile markets to inform your outreach efforts.
9. Find existing customers and reinforce business relationships.
10. Follow the latest industry news.
11. Track and compare your business units’ success in social media.
12. Discover opportunities to increase brand awareness.
13. Get product development feedback from customers and the community.
14. Hear when customers complain about your products :(
15. Hear when customers complain about your competitors’ products :)
16. Learn how to get the consumer’s ear – which keywords and hashtags are they watching?
17. Track brand sentiment by archiving and comparing mentions over time.
18. Identify and monitor brand threats.
19. Find expressions of need to target potential customers.
20. Stalk and outmaneuver your competitors online.
21. Identify opportunities to humanize your company (especially customer support!).
22. Find new employees.
23. Track public relations messaging – is the public hearing what you’re saying?
24. Monitor industry and technology developments.
25. Track market and consumer trends.
26. Position your employees as the first source of info on your company.
27. Audit your PR efforts.
28. Find new business partners.
29. Collect information to benchmark your brand and your competitors.
30. Monitor what industry analysts are saying about you and your competitors.
31. Monitor and correct misinformation about your brand and products.
32. Find industry case studies.
33. Get ideas for blogs, presentations and marketing copy.
34. Streamline and improve customer support processes.
35. Conduct competitive intelligence gathering.
36. Be aware of reputation issues before they escalate.
37. Keep an eye on relevant regulatory action and legislation.
38. Find keywords to use in marketing and SEO.
39. Analyze media trends for pitch targeting.
40. Give your employees a forum to be advocates for your brand.
41. Determine which forums your customers are active in – and meet them there.
42. Collect demographic and market research data.
43. Join customer and industry conversations in real-time.
44. Discover industry best practices.
45. Find customer testimonials to use in marketing.
46. Find potential brand promoters based on keywords.
47. Find local customers and industry organizations to connect with.
48. Form relationships with journalists and bloggers in your industry.
49. Track pretty much anything over time. The longer you monitor, the more informative the data will be.
50. Make your company sound cool and current. Everyone who’s anyone is on SM.
51. Make friends and influence people.

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Monitor Hannah on Twitter.