Wendi Caplan-Carroll, regional director for the NY Metro at Constant Contact presented on how small businesses are succeeding at social media marketing and social media monitoring.  Caplan-Carroll refers to the reluctance for small businesses to take part on the social web as “social media anxiety”.  In response to anxiety, they might try to do too much or nothing at all. You must provide a great [...]

Chase McMichael, co-founder and CEO of InfiniGraph.com presented on the challenges of keyword monitoring as well as how brands can make use of the practice.  Social media monitor is reactive, taking a large set and trying to filter it down to a usable level.  People is social media are “drinking from a social media fire hose” and entering into “Facebook fatigue” from the sheer amount of updates.  [...]

Tezza Yujuico, Athena East (moderator) Katie Delahaye Paine, KD Paine & Partners Trey Pennington, Synthesio Marshall Sponder, WebMetricsGuru.com Alistair Wheate, Glide Technologies

Giles Palmer, the CEO of Brandwatch spoke on three approached to ROI (research, problem/solution, and program-based). One issue that arises is how to measure the payback of social media followers and the like. ROI, according to Palmer, depends on the context. Palmer presented a case study where a publisher used social media marketing to drive traffic to their web site. Their strategy was to engage [...]

Cory Hartlen, a community manager and former agency strategist for Radian6 (and a Movember participant, wearing the same three days of mustache growth that I’m wearing) spoke on building a better listening organization. He described social media as the new telephone. Are you answering the phone or at least checking the occasional voicemail message? Why are you listening? Who’s talking about [...]

Loic Moisand, CEO and Co-founder of Synthesio spoke about finding the right monitoring tool to match your brand’s identity and goals.  He shared four brand types and how to design your strategy to fit each one.

Katie Delahaye Paine, CEO and founder of KDPaine & Partners, LLC spoke about why brands and agencies seek to engage customers.  She noted that this is an evolving science, and is about continuing improvement.  Engagement is still a people business; even with automated listening and sentiment analysis tools, you still need to engage with the people behind the Twitter usernames. Payne shared what [...]