Step 2: Analyze what you heard
Figure out who's doing the talking, infer opinions from comments you've gathered and corral them into separate, defined groups that you can address with specific engagement strategies.
Blanchard stressed that the people behind the comments are more important than the comments themselves. Divide your audience into addressable segments based on, say, how favorably they feel about your organization, e.g., fanatics (big-time supporters who love you), friends, acquaintances (people who are familiar with you), foes and fiends (people who are actively trying to do your brand harm).
Listening, Engaging and Measuring in Social-Media Spaces
Step 2: Analyze what you heard
Figure out who's doing the talking, infer opinions from comments you've gathered and corral them into separate, defined groups that you can address with specific engagement strategies.
Blanchard stressed that the people behind the comments are more important than the comments themselves. Divide your audience into addressable segments based on, say, how favorably they feel about your organization, e.g., fanatics (big-time supporters who love you), friends, acquaintances (people who are familiar with you), foes and fiends (people who are actively trying to do your brand harm).