10 things you should be monitoring (and a few more from me)

Categories: Community Marketing, Social Media, Voice of the CustomerPosted on August 17th, 2006

This is a great list! Here are 10 things you should be monitoring from Cameron Olthuis at Pronet. It’s advised you first listen, then understand before participating in any social media mediums.

Company name
Company URL
Public facing figures
Product names
Product URLs
The industry “hang outs”
Employee activity/blogs
Conversations
Brand image
Competitors

My additions:

11. Also monitor images/video, (Edit: Podcasts too! suggests Brian) such as flickr instances of your company, products, and employees. You may be surprised how your brand or products could be treated (think about the kids who raised money for an iPod to then smash it for online video, exploding laptops, and bike locks that get picked by a pen cap).

12. Monitor tags and Social search tools such as Delicious.

13. Monitor Social Voting tools like Digg.com (strong search) and Techmeme.com (which doesn’t have a strong search yet).

Advanced Listening Reccomendations:
14: This is nearly a part-time job for a small company, and nearly a full-time job for a company with large brand equity, or heavy activity. There are several firms that can offer listening services, but use that for reporting only. Train your product teams to learn how to listen, also consider offering forums for customers so you can bring conversations closer.

15: Also consider creating a feedback mechanism that allows customers to post URLs of conversations that they want you to see –why spend all the time searching, when you could also encourage customers, employees to submit links

16: Lastly, create a “Voice of the Customer” log in your intranet, perhaps using a blog, database, or other tool that can track sentiment, instance, and or voice.

Update: Joseph Jaffe has added #18-23 (I’m subscribed to his podcast, ‘Across the Sound’)
17: Consider devoting an individual or team to this. I suspect in the next few years, roles will appear called “Brand Monitor” or “Blogosphere Watcher”, It’s not just about ‘reporting’ but more like “real-time monitoring” of the voice of your customer. You can harness this to build better products, services, and be a better company.

Of course the next steps are to figure out how to jump in.

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This entry was posted on Thursday, August 17th, 2006 at 9:59 pm and is filed under Community Marketing, Social Media, Voice of the Customer. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

Great additions! Maybe this will turn into another meme, that would be great

Posted by Cameron Olthuis on August 17th, 2006 at 10:10 pm

10 things you should be monitoring…

Tracking your buzz is really something that is becoming more and more important over and will continue to increase in importance as time goes on. Everything is going social right now and messages fly around the web at a million miles by hour. In order …

Posted by Pronet Advertising on August 18th, 2006 at 1:01 am

[...] Jeremiah Owyang hat noch Dienste wie Flickr, del.icio.us und Digg in seiner Liste ergänzt und merkt richtigerweise an, dass die Aufgabe die genannten Punkte zu monitoren in einem kleinen Unternehmen bereits einen Halbtags-Job ausfüllt. Seine Tipps sind: Die Produkt-Teams sollten geschult werden, selbst “zuhören” und es sollte eine Feedback-Funktion eingerichtet werden, mittels derer Kunden unternehmensrelevante Links mitteilen können. [...]

Posted by Elemente des Internet-Monitorings bei Social Software und so on August 18th, 2006 at 2:17 am

[...] Also read the web strategy additions. Share and Enjoy:These icons link to social bookmarking sites where readers can share and discover new web pages. [...]

Posted by Advanced Technology Products Interactive » Blog Archive » The 10 things you should be monitoring on August 18th, 2006 at 2:30 am

Monitoring the Buzz…

Cameron Olthuis offers a good list of things to monitor to track the buzz going on regarding your brand…….

Posted by Brian Groth's Life at Microsoft on August 18th, 2006 at 7:17 am

[...] Anyway, here’s another successful list getting linked from lots of wonderful sites, including this one. It started out with 10 things you should be monitoring, a post about tracking the buzz around your product but it actually applies to most web projects. Then it got meme’d with another 7 entries by Jeremiah Owyang. [...]

Posted by Things to keep track of online at The Blog Herald on August 18th, 2006 at 7:38 am

[...] Jeremiah Owyang has posted an amended list of Cameron Olthuis’s 10 things you should be monitoring. Then Joseph Jaffe amended that list and upped the ante to 23 things. [...]

Posted by claimID weblog - Manage your online identity. » Archive » Tracking reputation and identity - Enterprise Edition on August 18th, 2006 at 11:28 am

[...] Web Strategy by Jeremiah » 10 things you should be monitoring (and a few more from me) (tags: business advertising monitoring buzzmarketing) [...]

Posted by General Musings » Blog Archive » links for 2006-08-19 on August 19th, 2006 at 1:34 pm

[...] Extended by Jeremiah Owyang on his blog, Web Strategy by Jeremiah. [...]

Posted by Internet Advantage - ICT Advice and News for SMEs - powered by WordPress - sponsored by Internet Advantage Limited » Joseph Jaffe: 23 Things Every Company Should Be Monitoring… on August 21st, 2006 at 10:17 am

[...] Continue listening Use all listening tools, technorati, sphere, google blog search, google alerts, talkdigger, and other tools to listen to the voice of the customer. Really, really know what people are saying as when you blog, their voice will connect with your business blog. All though advanced techniques, think about all the things you’ll need to monitor. Also read ‘how to listen to the voice of the customer” Seek High Level Sponsorship Socialize why the voice of the customer is so important, and why keeping your company in this conversation is important to stay relevent. Tell your upper management why this medium is helpful as it could save time if used correctly, has a long reach, and is very low cost. Make an agreement for at least 6 months support for a trial program –and you’ll benchmark the success. [...]

Posted by Web Strategy by Jeremiah » Business Blogging Scenario: Lifting off a Corporate Blogging Program on August 23rd, 2006 at 4:38 am

[...] Traduit librement de Pronet Advertising, Jeremiah Owyang et Joseph Jaffe [...]

Posted by Michel Leblanc, M.Sc. commerce électronique. Marketing Internet, consultant et conférencier » 14 choses que vous devriez monitorer en ligne on August 24th, 2006 at 6:57 am

[...] Extended by Jeremiah Owyang on his blog, Web Strategy by Jeremiah: [...]

Posted by 25 Things every company should be always monitoring « one.hundred.fires on August 26th, 2006 at 1:34 pm

[...] As a customer of Factiva, I was very pleased to have a conversation with the product teams, I was invited to a concall with the product managers located both in Bay Area to New Jersey. I expressed my needs to find tools that will help me to monitor the blogosphere and all other kinds of ‘participant produced’ content –it’s a big task. We talked about long tail vs influencers, impact of audio, video, and the impacts on corporate reputation. We talked about active listening and reporting, and how you need both, to date, I’ve yet to see a tool that can do both well, but when I do, I’ll tell the whole world. A few days ago, I forwarded them the meme “What should companies be Monitoring” it was a large discussion that bounced around the blogosphere (35 links to my post alone), and even went to Marketing Guru Joseph Jaffe –it’s important stuff. [...]

Posted by Web Strategy by Jeremiah » Factiva, A company that listens, and then listens more on August 31st, 2006 at 3:39 am

[...] Michel Leblanc a librement traduit des articles de Pronet Advertising, Jeremiah Owyang et Joseph Jaffe où sont énoncés 14 éléments qu’on devrait surveiller à propos de nos sites. [...]

Posted by Les Nains des Jardins » Blog Archive » Veiller sur la blogosphère on August 31st, 2006 at 10:25 am

[...] De plus en plus, les entreprises doivent converser avec leurs clients, employés et partenaires. Ils doivent cependant être aussi au fait des conversations qui se font sur eux, à leur insu. Voici une liste de choses que les entreprises devraient monitorer, afin de ne pas se réveiller avec une crise médiatique qu’ils n’avaient pas vue venir, ou avec un problème légal qui prend des proportions démesurés. Mieux vaut être informé que gros Jean comme devant! Traduit librement de Pronet Advertising, Jeremiah Owyang et Joseph Jaffe [...]

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[...] Are you really aware how your brand is perceived in the online sphere? Online marketing blog ProNet has posted a list of 10 things, a company (or the agency in charge of the communication) should monitor on the Internet. The list was recently extended by web strategist Jeremiah. [...]

Posted by rhizm. Rhizomic Marketing. - Tune your ears to the blogosphere on September 7th, 2006 at 2:44 am

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Posted by kjczvogde on December 5th, 2006 at 12:19 pm

[...] Things your company should be monitoring [...]

Posted by Web Strategy by Jeremiah » Factiva Social Media Roundtable helps to answer “What should we measure” on December 6th, 2006 at 9:10 am

Thanks, Jeremiah, this is a useful list.

Posted by Alex on January 25th, 2007 at 2:44 pm

[...] 10 things you should be monitoring (and a few more from me) Jeremiah Owyang adds another seven things to keep an eye on - although he begins to stray off-topic into techniques and process… (tags: buzz reputation pr research strategy) [...]

Posted by Mediaczar » Blog Archive » links for 2007-04-17 on April 17th, 2007 at 5:20 am

[...] http://www.web-strategist.com/ (11-17) [...]

Posted by 23 things you should be monitoring (compiled) on April 22nd, 2007 at 7:33 pm

I don’t know that it really needs a role or a team dedicated to this. As you say in your advanced web strategy post, establishing a conversation traffic tower can pull in all sorts of feeds, graphs and stats. Then all you need is a little time to analyse it.

Posted by Gavin Heaton on October 4th, 2007 at 9:46 pm

Gavin thanks

As long as the job gets done, (from team or individual) I’ll be happy. The task remains at hand, that we must listen!

Posted by jeremiah_owyang on October 5th, 2007 at 1:43 am

Thanks for this list and useful information.

Posted by sergey on November 3rd, 2007 at 8:53 am

Posted by links for 2007-04-17 at Ryan MacMillan on December 6th, 2007 at 10:05 am

[...] 10 things you should be monitoring (and a few more from me) [Web Strategist] [...]

Posted by Reputation 101 - How to protect your brand online | Distilled blog on December 17th, 2007 at 11:20 am

it’s good list! - thanks for useful information.

Posted by seoalligator on January 20th, 2008 at 3:34 am

[...] engine to see what’s been tweeted. What else should you track? See what Cameron Olthuis, Jeremiah Owyang or Joseph Jaffe advocate. No ears on? Give yourself a B- only because Twitter is sort of new but [...]

Posted by 10 Web Grades for Small Business | money news blog on March 19th, 2008 at 11:12 am

[...] Jeremiah Owyang took it to 17 [...]

Posted by How to Track Your Online Buzz : Ameel’s Career & MBA Exposition (ACME) on April 27th, 2008 at 8:13 am

Are you really aware how your brand is perceived in the online sphere?

Posted by monitor on July 15th, 2008 at 2:50 am

Thanks for the above.

Posted by monitor on July 15th, 2008 at 2:52 am

[...] engine to see what’s been tweeted. What else should you track? See what Cameron Olthuis, Jeremiah Owyang or Joseph Jaffe suggest. No ears on? Give yourself a B- only because Twitter is sort of new but not [...]

Posted by Ten Tips for Web Design Magic | ManBehind.com on July 25th, 2008 at 3:34 am

[...] Owyang, and Joseph Jaffee had some good monitoring advice, two years ago -pre Twitter. [...]

Posted by ‘Janet’ in Twitterspehere prompts urgent CPR « on August 5th, 2008 at 8:06 pm

I love the way you smacked down MyBlogLog for the Andy Beal incident. In all fairness though it wasn’t their fault what JZ did.
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