Welcome!

Agile Computing Authors: Liz McMillan, Pat Romanski, Yeshim Deniz, Elizabeth White, Andy Thurai

Blog Feed Post

Is Listening on Social Media is a Waste of Time?

I'm a huge proponent of listening to what prospective B2B buyers and "companies" say and do online as an indication of how to create content that better engages them. But several things have drawn my attention lately that make me wonder about the veracity of people's behavior and their expressed sentiment. It occurs to me that in a variety of online social situations it's not really easy to distinguish someone being authentic from someone who's, well, not. Whether buyers or just people.

And I think it goes to context. In social media, we generally have no context to interpret why a person posts what they post. Twitter presents a bunch of scenarios that raise questions for me. For example:

Have you ever wondered if you're listening to the same webinar or sitting in the same conference as others when you're watching its Twitter stream roll by?

I understand the need to say something nice, but I often wonder what that says about people. Are they really finding value? Or do they just want to be seen participating on the platform? Or, maybe they're bored out of their minds and are Tweeting for something to do...

Has the exposed nature of social media made us so vulnerable that many of us are afraid to speak the truth? [Obviously that's not me] Then again, I very much understand the idea of whatever you say being permanent once posted to the web. That definitely makes you think twice. But doesn't skirting the truth correlate with being inauthentic?

Has there been a time when a "guru" posted something that made you say, WTF? Did you question or reply with something that challenged or inquired about the Tweet? If so, did you get an answer?

When you post a Tweet that gets retweeted so fast it's not possible that the person had time to read whatever it linked to, but they append it with "Great Post!" - what runs through your mind?

When things move so fast, are we giving up our ability to think and consider and just reacting to keep up?

I don't have the answers to many of these questions. They're just a few that I'm pondering as I continue to develop ways to get my clients closer to their buyers. I'm continuously searching for new ways to mine through all the noise out there to validate assumptions and influences to content strategies.

Thus far, I'll remain doing lots of research to back up what I hear on social media. But I think it's getting harder out there to find the truth. For every opinion that gets posted, there's a counter (or four) to be considered.

So do we use weighting? 10 positives to 3 negatives indicates that positive is the way to go?

Is it the roles and backgrounds of those speaking? Although, this being said, I see a lot of false gurus out there that have convinced people to listen to them. Or, if it's an influencer whose opinion differs from a decision maker's, what do you choose when the influencer is researching the purchase?

One thing I do know is that the voice of one person shouldn't influence a content strategy. Remember that personas are a composite sketch of a target market/segment. It's important to look for trends and patterns before believing what you see and hear.

The new challenge is in figuring out just how to use the data.

I remember a situation back when I was running a software company. The customer who voiced the loudest request for a new widget often got it. But that didn't mean that all the other customers were clamoring to have it, too. Same rule applies here.

Ultimately, the insights we can gain with social media are beyond whatever's been possible before. We just need to be careful and diligent about how we go about using what we hear.

What do you think? What questions do you have about what you're listening to on social media?  

Read the original blog entry...

More Stories By Ardath Albee

Ardath Albee, CEO & B2B Marketing Strategist of her firm Marketing Interactions, helps companies with complex sales increase and quantify marketing effectiveness by developing and executing interactive eMarketing strategies driven by compelling content.

Her book, eMarketing Strategies for the Complex Sale, was published by McGraw-Hill.

Her articles and blog posts have been used for university ezines, published in CRM Today, Selling Power, Rain Today and Enterprise CRM News. Marketing Profs has incorporated her blog posts into a number of their "Get to The Point" newsletters.

IoT & Smart Cities Stories
"Space Monkey by Vivent Smart Home is a product that is a distributed cloud-based edge storage network. Vivent Smart Home, our parent company, is a smart home provider that places a lot of hard drives across homes in North America," explained JT Olds, Director of Engineering, and Brandon Crowfeather, Product Manager, at Vivint Smart Home, in this SYS-CON.tv interview at @ThingsExpo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
In an era of historic innovation fueled by unprecedented access to data and technology, the low cost and risk of entering new markets has leveled the playing field for business. Today, any ambitious innovator can easily introduce a new application or product that can reinvent business models and transform the client experience. In their Day 2 Keynote at 19th Cloud Expo, Mercer Rowe, IBM Vice President of Strategic Alliances, and Raejeanne Skillern, Intel Vice President of Data Center Group and G...
The current age of digital transformation means that IT organizations must adapt their toolset to cover all digital experiences, beyond just the end users’. Today’s businesses can no longer focus solely on the digital interactions they manage with employees or customers; they must now contend with non-traditional factors. Whether it's the power of brand to make or break a company, the need to monitor across all locations 24/7, or the ability to proactively resolve issues, companies must adapt to...
DXWorldEXPO LLC announced today that ICC-USA, a computer systems integrator and server manufacturing company focused on developing products and product appliances, will exhibit at the 22nd International CloudEXPO | DXWorldEXPO. DXWordEXPO New York 2018, colocated with CloudEXPO New York 2018 will be held November 11-13, 2018, in New York City. ICC is a computer systems integrator and server manufacturing company focused on developing products and product appliances to meet a wide range of ...
René Bostic is the Technical VP of the IBM Cloud Unit in North America. Enjoying her career with IBM during the modern millennial technological era, she is an expert in cloud computing, DevOps and emerging cloud technologies such as Blockchain. Her strengths and core competencies include a proven record of accomplishments in consensus building at all levels to assess, plan, and implement enterprise and cloud computing solutions. René is a member of the Society of Women Engineers (SWE) and a m...
DXWorldEXPO | CloudEXPO are the world's most influential, independent events where Cloud Computing was coined and where technology buyers and vendors meet to experience and discuss the big picture of Digital Transformation and all of the strategies, tactics, and tools they need to realize their goals. Sponsors of DXWorldEXPO | CloudEXPO benefit from unmatched branding, profile building and lead generation opportunities.
Founded in 2000, Chetu Inc. is a global provider of customized software development solutions and IT staff augmentation services for software technology providers. By providing clients with unparalleled niche technology expertise and industry experience, Chetu has become the premiere long-term, back-end software development partner for start-ups, SMBs, and Fortune 500 companies. Chetu is headquartered in Plantation, Florida, with thirteen offices throughout the U.S. and abroad.
CloudEXPO New York 2018, colocated with DXWorldEXPO New York 2018 will be held November 11-13, 2018, in New York City and will bring together Cloud Computing, FinTech and Blockchain, Digital Transformation, Big Data, Internet of Things, DevOps, AI, Machine Learning and WebRTC to one location.
SYS-CON Events announced today that DatacenterDynamics has been named “Media Sponsor” of SYS-CON's 18th International Cloud Expo, which will take place on June 7–9, 2016, at the Javits Center in New York City, NY. DatacenterDynamics is a brand of DCD Group, a global B2B media and publishing company that develops products to help senior professionals in the world's most ICT dependent organizations make risk-based infrastructure and capacity decisions.
DXWordEXPO New York 2018, colocated with CloudEXPO New York 2018 will be held November 11-13, 2018, in New York City and will bring together Cloud Computing, FinTech and Blockchain, Digital Transformation, Big Data, Internet of Things, DevOps, AI, Machine Learning and WebRTC to one location.