MSM 10 – Monitoring a Product Launch in Social Media

Tezza Yujuico, Co-founder and COO of Athena East presented a case study on how her group used monitoring and tracking tools to provide actionable recommendations to a client who was launching a new product.  Athena East provided daily qualitative reports as well as periodic quantitative reports on consumer reaction (and the agency’s response to issues.)

Yujuico shared a process to the social media tracking campaign:

It’s critical that you know what you’re looking for.  Product attributes may include:

  • Price
  • Performance
  • Warranty
  • News
  • Where to buy
  • Vs competitors

In gathering tools, Athena East used monitoring tools, engagement guidelines, escalation trees and watch lists, report formats, and internal teams.

Yujuico noted that if you only remember three things, you must remember to:

1.       Define your goals

2.       Take the time to get a process and build a framework for your program

3.       Be proactive and be flexible

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