Tons of information from Brian Solis. First we’ll start with some tools for keeping up. See conversationprism.com, but Brian tackles the concept of conversations and how to monitor them for engagement and/or monetization.
This is the second segment of his talk at Affiliate Summit East.

Create a benchmark of social media impact

Look at keyword for you, brand, and your competitor

Document you vs competitor
Do every 6 months at least

Volume

• Frequency of search terms
• Reach: retweets, etc.
• Sentiment: have to do manually, read each and flag the most informative:
• helps you improve, revise
• Perception
• Share of voice: how many times are you mentioned vs. competition
• Response candidacy and ownership
• sCRM
• Trends
• Ideation
• Adaptation
• Unmarketing

Create a linked map of people who influence a particular company, competition or the market

Tweets, link backs, mentions of other people

who are the  –>   KEY INFLUENCERS

Click and see who they are and what relationship they have with the other person

It’s not about influencing the network, but through particular influencers

Someone needs to own Social Media: Chief Social Officer

Tons of information from Brian Solis. First we’ll start with some tools for keeping up. See conversationprism.com, but Brian tackles the concept of conversations and how to monitor them for engagement and/or monetization.
This is the first segment of his talk at Affiliate Summit East.

Start w listening and observing

• It’s more than just sharing coupons
• The conversation is bigger than Twitter
• Go find the conversations that matter to your business and your target group
• Most overwhelming part of starting is just starting, the larger the company, the bigger the project
  

Tools for monitoring

• friendfeed
• collecta: document real-time activity
• backtype
• peoplebrowsr: Tweetdeck for every social network
• backtweets: helps to try to assess whether your links are being passed on: tinyurl etc.
  

On any social media site 90% of the people read, 9% share (blog comments), 1% create

Companies are/should dedicate teams to monitoring Twitter

Read more from Brian Solis’s ‘Conversation Prism’ the dynamics of conversation at Affiliate Summit East #ase09, Part 2

Social media is simply trust, previously known as reputation management

Peter Shankman, Founder of HARO – Help a Reporter Out
@ Affiliate Summit East 09

Peter Shankman keynote video available

Learn how to write

• 80% of communications will be written
• You have 1 paragraph to nail the reporter, the buyer, whoever you’re trying to connect with
• Learn how to write, with brevity, and you will increase your sales

If they’re at your site + you can’t hook them with our writing = you will lose the sale

You’re creating top-of-mind presence

Social media is trust, everything you do, everyone will know what you’re doing, so have to be honest