戴尔的社会化媒体营销指引.pdf

OVERVIEW For a company of any size to successfully participate in social media, it’s absolutely essential to take time to listen to the conversation online. We like to use the “dinner party” analogy. You wouldn’t walk into the middle of a dinner party and start shouting about topics that only you want to discuss. You would introduce yourself, listen to people and then join the conversations. The same holds true online and in social media. Listening to customers, prospects and influencers – and using their feedback to shape business innovation – is the foundation of all successful social media programs. In this section, we will share tools, techniques and best practices to help you get started. THE OPPORTUNITY FOR SMALL BUSINESSES By monitoring the online conversation happening in blogs, forums, social networks and other social media channels, small businesses can bring the voices of their customers directly into their businesses and cut down on the need for expensive research. In most cases, you’ll find that people are already talking about you and your industry online. You can learn a lot by just listening. For instance: • The volume and tonality of online conversation about your company, your competitors, your industry and issues you care about. • The key influencers driving the conversation. While there are more than 170 million blogs and just as many forums, you’ll likely find that about 20-30 influencers are driving the conversation in your space. • Your customers’ likes, dislikes, wants and needs. • Your competitors’ activities. Insights gained from listening can guide a company’s social media strategy (i.e., where to participate, who to target, what type of content to create), as well as marketing and business innovation. GETTING STARTED There are several ways to start a listening program at your company. Here are some ide