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Once you’ve made a commitment to using social media as a part of your company’s marketing strategy, try to focus on the long-term benefits of this investment.
Think about tracking your results in months and years, but at the same time don’t be afraid to decide something isn’t working or isn’t providing value and kill it off. If, on the other hand, you are seeing success and benefits from your investment in social media, don’t be afraid to formalize your investment with dedicated people, additional time, and professional tools. If your company finds it valuable, there are professional tools to take the effort to the next level, including:
Comprehensive data collection to provide perspective
Text analytics to turn data into insight
Data analysis to surface trends
Insights that come from listening to the groundswell over time
A few vendors worth considering in this space include Nielsen BuzzMetrics, TNS Cymfony, and Umbria—now part of J.D. Power & Associates Web Intelligence Research Div.
Director of Product Marketing
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