Jarter Jargon

Smart Social Monitoring

Posted on: March 13, 2013

While we all are monitoring social channels for mentions, follows, likes, unlikes, retweets, and a whole list of other things to worry about, many brands are overlooking a more simple idea: “purchase intent indicators.”

We need to take a look at the broad audience. Sure we track hashtags and certain groups, but what about the small-time, broad-range conversations that go on under our radar? A perfect example is Jason Fall’s experiment one day in Louisville. He tweeted:

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These are the kinds of tweets people send out in a heartbeat looking for general feedback. To Jason’s surprise, he received a tweet from a bourbon joint in a Marriott hotel on the city’s east side.

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A simple suggestion that grew from some pretty smart monitoring, but it’s something small that should still be considered by brands everywhere. Just because people aren’t directly mentioning your brand specifically doesn’t mean that it’s out of your realm.

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