I wish I would have known about Topsy a few years ago when I was managing events and looking for a way to measure our brand sentiment for free. Within a few minutes of registering for a free trial I was able to track conversations, geo distribution and sentiment of my own brand and my competitors’ brand.
With Zebra Jammies 102 Twitter followers and few reTweets it was difficult to get much of a sentiment reading. However any marketing manager who utilizes social media to have engaging conversations with their customers could benefit by trying out this tool.
Even without much of a following, we were able to use Topsy to compare Twitter handles and keywords to see which thrift organizations were trending across social sites at any time. This would be a great way to measure response to product announcements, press coverage and competitive position.
If you’re a startup or a manager tasked with building your company’s online presence you may want to check out Brandify. Created in partnership with Microsoft, Brandify searches the top social networks and directories for your brand and provides a rating for how well you’re showing up online. The service also provides comprehensive recommendations on how to expand your online presence. For example, once you tell Brandify that you’re a local business with local clientele, it will provide a list of local directories like Yelp, Bing Local and Google Places and instructions on how to get set up.
Our TMMBA team’s organization Zebra Jammies started a free trial account and received an initial score of 590 which is in the mid-average zone. We received a list of sites we should be on as well as some excellent tips for increasing our Facebook Likes.
Perhaps if we were building the @Zebra_Jammies brand as part of our day job we’d probably look into Fix This For Me service where Brandify will optimize your presence for a flat fee.
Bartell Drugs is using Facebook and Twitter as core channels to drive in-store visits and interact with customers. I found Bartell’s use of Twitter especially interesting for the retail industry. They only have 1,871 followers (compared the national giant Walgreen’s who has 113,931 followers) but they are using social media to have real time productive conversations with its core customers and supporters.
They are quick to respond to all of their Twittersphere mentions but also spin them into opportunities to promote an in-store visit whenever possible. This is something a lot of companies miss. Check out this re-Tweet as an example.
Bartell’s also does a fantastic job of turning customer issues and gripes into funny engaging banter. It’s important to exude your company’s brand in those 140 character conversations in order to cut through the social clutter. Bartell’s does it better than most companies I’ve seen. I actually look forward to see how they’ll respond to the next one. Here’s a great example:
Finally, when a company executes a fun and genuine social strategy, it can generate awareness in unexpected ways. My colleague and social media guru Mel Carson, shared this hilarious encounter with Bartell Drugs at a conference a few years ago. Since then several folks in the Seattle office (including myself) have started following Bartell’s and interacting with their fun and genuine brand.
Seriously check out the *Cheeky* example on slide 5. I bet you’ll be impressed that a drug store could have this kind of personality!