This document outlines a presentation given by Amol Waishampayan of Maiden Media Group about building a social ecosystem. The presentation discusses defining objectives for a social media strategy, understanding audiences on different social networks, connecting platforms for social synergy, creating engaging content, using influencers and contests to engage audiences, and integrating online and offline experiences. It also discusses using applications to listen to conversations and going beyond traditional social media approaches through gamification, social incentives, and recognizing top users.
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1. Building Your Social Ecosystem | Copyright 2011 Maiden Media
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Digital Experience Agency
Maiden Media Group
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Presented by:: Maiden Media Group
Date: Philadelphia, 15 September 2011
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Maiden Media Group
PRESENTERS:
Amol Waishampayan
@amolbigw
Creative Director at Maiden Media
Digital Experience Agency
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Who you’re talking to
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Maiden Media Group
What We Do
•Digital Experience Agency
•Focus on Web Design and Social Media Strategy & Execution
•Developing and Maintaining Digital Brand Presences
•Based in Old City, Philadelphia
Digital Experience Agency
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About Maiden Media Group
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HASHTAG FOR TONIGHT:
#socialecosystem
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Maiden Media Group
Digital Experience Agency
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Maiden Media Group
The Real Time Opinion-Getter
• Live feedback engine
• Works on all iOS devices
• Great for events, retail, education, and hospitality
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Digital Experience Agency
YORN
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Maiden Media Group
Digital Experience Agency
How to use your iPads for today
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Maiden Media Group
You have:
•A presence on some social networking sites (facebook, twitter, etc.)
•Some framework of a strategy, or a high-level purpose behind what you’re doing
•A general interest in social media
You want:
•To build your social ecosystem
Digital Experience Agency
Why are you here?
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Where do you start?
“The reason why all businesses need to have a social media
strategy is because it prevents any misunderstandings and
emphasizes why social media is relevant to your business’ overall
goals.”
-SOCIAL MEDIA EXAMINER
Digital Experience Agency
Strategy
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Digital Experience Agency
What should you ask yourself?
➡ WHY? Why are you interested in Social Media?
➡ What objectives are you trying to meet?
➡ How will you know when you get there?
➡ What is the value of accomplishing your goals?
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Maiden Media Group
Use Yorn to answer
• Customer Service
• Building Thought Leadership
• Lead Generation
• Brand Awareness
• Issue Awareness
• Driving Sales
• I’m Not Really Sure
Digital Experience Agency
What is the primary objective of your Social Strategy?
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A good social foundation
Significant Following:
•Over 1 millions Likes
•Almost 645,000 Followers
Site Integration:
•Links between social and
main site
Encouraging Conversation:
•Pushing retweets
Recognized:
•Article in Philly Biz Journal
Digital Experience Agency
Philadelphia Phillies
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Maiden Media Group
Are you Lancaster? or CenterCity?
Digital Experience Agency
What exactly is a social ecosystem?
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Maiden Media Group
•Social Media Networks (Consumers) vs. Neighborhoods (Residents)
•SMsynergy vs. Public Transit (Connecting)
•Content vs. Attractions/Entertainment (Making It Interesting)
•Brand Evangelists/Influencers vs. Politics (Using Popularity)
•Integration vs. Tourism (Drawing People In)
•Applications vs. Running the City (Understanding Residents)
Digital Experience Agency
Components of a Social Ecosystem
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Maiden Media Group
Where does everyone live?
Digital Experience Agency
Networks (Neighborhoods)
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Maiden Media Group
What you can find in this template:
Digital Experience Agency
INFOGRAPHIC of Social Networks
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Maiden Media Group
Digital Experience Agency
Know your Audience
Know your Audience
Know your Audience
Know your Audience
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Maiden Media Group
Define your Audience
Digital Experience Agency
Who are you trying to reach?
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What are they interested in?Who are they? Where do they engage?
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Maiden Media Group
What you can find in this template:
Digital Experience Agency
Slide or page title goes here
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AWARENESS
EVALUATION
ENGAGEMENT
CONVERSATION
LOYALTY
Communication Goal Potential Tactics
Make people aware of
brand, product or issue
Educate people and
begin to demonstrate
the relevance
Get people involved
by spending time
and interacting
Motivate people to openly
support you, contribute
something, share WOM
Convert people to
promoters & loyal
customers
Viral videos, games, display
advertising, head-of-tail blog
outreach, SEO plus
Brand websites, syndicated content,
new media desk & room, social
media outreach
Brand websites, contests, blogs,
games, social network
participation
Blog summits, blogs, vlogs, social
network groups, blogger
relations, share-able programs
Fan activation centers,
co-creation programs,
communities
SOURCE: OGILVY
Social Path to Purchase
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Maiden Media Group
How are all your networks, consumers, and social citizens connected?
Digital Experience Agency
Social Synergy (Public Transit)
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Maiden Media Group
Connecting the social platforms, why is this important?
Diverse Audience - Everyone in your audience engages differently
One Voice - Connectivity between the platforms is key
Play your Strengths - Each platform has its own strengths and weaknesses
Digital Experience Agency
Social Synergy
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Maiden Media Group
How to make it fun and engaging?
Digital Experience Agency
Content (Attractions and Entertainment)
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Digital Experience Agency
Types of Content
What you can
CONTROL
What you can
INFLUENCE
Where you can
PARTICIPATE
Website
Private Communities
Blogs
Targeted Applications
User-Generated Content
Licensed Tools
Social Networks
Peer-to-Peer
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Maiden Media Group
How do you rally the community?
Digital Experience Agency
Contests
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Exposure vs. EngagementEveryone wins (Giveaways) - really drives a spike in your subscribers/presence, drives
exposure
Many enter, few win (Golden Tickets) - better have a good prize, drives engagement
Free content, once you connect, membership ONLY (Exclusive Parties) - Drives massive
engagement
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Digital Experience Agency
Contest Types
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Maiden Media Group
How to spread the word?
Digital Experience Agency
Social Gifting
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Maiden Media Group
Find partners with strategy to align with your goals and vendors to back up execution
Digital Experience Agency
Using Gifting Technology
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Maiden Media Group
Find partners with strategy to align with your goals, and vendors to back up execution
Digital Experience Agency
Using Gifting Technology
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Maiden Media Group
Find partners with strategy to align with your goals, and vendors to back up execution
Digital Experience Agency
Using Gifting Technology
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Maiden Media Group
How to use popularity to influence the masses?
Digital Experience Agency
Brand Evangelists (Politicians)
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Is that even possible?
Focus on Influencing
• Credibility
• Bandwidth
• Relevance
• Timing
• Confidence
Digital Experience Agency
How to ‘Own’ your ‘Earned’ media:
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City/Town Pride - Who are your outstanding denizens?
Digital Experience Agency
Gamification Concepts
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Digital Experience Agency
HOW TO GO BEYOND TRADITIONAL SOCIAL
TRADITIONAL SOCIAL
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GOING BEYOND
Customized Design
Posting Relevant Content
Listening/Monitoring
Responding/Engaging
Contests/Giveaways
Cross-Platform Sharing
SM BOOTCAMP
Customized Design
Posting Relevant Content
Listening/Monitoring
Responding/Engaging
Contests/Giveaways
Cross-Platform Sharing
80/20 WOM
Social Incentive
Gaming Mechanics
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Digital Experience Agency
WHY YOU NEED TO DO MORE THAN CONTESTS
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Contest = SHORT TERM Life
Financial Incentive = SHORT TERM Reward
Common Theme = SHORT TERM
Social Incentive = Keeps Rewarding
Gaming Mechanics = Never Ends
SOCIAL GAMING EXPERIENCEThe 4th & 5th biggest reasons
people unlike a Brand on Facebook
is because they only wanted to get a
one time offer and their posts were
too promotional
-Marketingcharts.com
TOP REASONS TO UNLIKE A
BRAND ON FACE-BOOK
1.Too frequent posting
2.Wall too crowded
3. Repetitive Content
4. Just wanted one-time offer
5. Posts too promotional
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Digital Experience Agency
THE RIGHT QUESTIONS TO ASK
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1. How can you truly make your brand organically social?
2. Is there a way to catalyze consumer loyalty, rather than buying it off?
3. Is there a way to look at your social consumers as gamers?
4. How do you leverage your 20% Evangelists?
5. In a perfect world...
-consumers brag to their friends about how much they love your brand for no monetary
incentive-
This we call "perfect word of mouth"
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Is your brand ready for social incentive/gaming?
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1. You have a great product that delivers value
2. People are comfortable bragging about using your product
3. You are ready to test your brand promise
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Digital Experience Agency
Not case studies but Applied concepts
Foursquare
Often no monetary incentive.
Mayorship - king of a location
Badges - earned by checking into various
venues and other patterns of interaction.
Once a badge is earned by a player, it will
remain on that user's profile indefinitely.
Superuser levels - special functionality
Simply put, it’s about BRAGGING RIGHTS.
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•6 million users as of
January 24th, 2011
•3400% growth in
last operating year
• 382 million check
ins total
Social Network with Gaming Concepts
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Digital Experience Agency
Not case studies but Applied concepts
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Call of Duty
XBOX LIVE GAME
No Monetary Incentives
Unlocking Achievements
(5 games a day)
(20 wins in a row)
Military Rank
Upgrade your Guns/Gear
Biggest Brand Evangelists are the most
menacing looking profile
•Players have played
more than 600
million hours.
•Play Average of 87
minutes per day on
the game.
•Trumps the average
viewership for the
2010 Major League
Baseball World
Series.
GAMING WITH SOCIAL RECOGNITION CONCEPTS
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Digital Experience Agency
Not Case Studies but Applied concepts
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Amazon
TOP REVIEWERS
No Monetary Incentives
Reviewer Rank = Competition +
Social Recognition
No Creative Naming
Don't use Social Media Outlets to
expand and viralize social status
Amazon isn't in the business of
Product Reviews (but this
segment does reflect their 20%
evangelists)
Roughly 10,000
customer reviewers
An Unfinished Social Incentive Strategy
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Digital Experience Agency
Social Incentive & Gaming
OUR APPROACH
HOW TO USE YOUR EVANGELISTS
80% of your W-O-M Equity comes from 20% of your consumers(evangelists)
The Secret Social Incentive Methodology
90% SOCIAL RECOGNITION 10% MONETARY
Tiered Social Status
Gained through brand interactions
and achievements so consumers will
CRAVE social recognition and
compete with their peers
Sweetens the Incentive Pot
•Get consumers through the door
•Reward your top evangelists
LEVEL 1 - X# OF INTERACTIONS
LEVEL 2 - X# OF INTERACTIONS
LEVEL 3 - X# OF INTERACTIONS
LEVEL 4 - X# OF INTERACTIONS
LEVEL 5 - X# OF INTERACTIONS
Leverage Social Networks to
Catalyze your Consumers Bragging
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Why does SOCIAL INCENTIVE work?
TODAY’S CONSUMERS
Socially Conscious
Mainly Influenced by their social (digital) circles
Love Feeling Empowered (special)
Low Brand Loyalty
Enjoy Friendly Competition
Proud of Social Status
Love to Brag (who doesn't!?)
Distrusting of and Unaffected by Traditional
Advertising
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53% (including a majority of GenY itself)
believe GenerationY is the most self-indulgent
-Harris Interactive
75% of consumers look to peer reviews as their
primary source of information for buying decisions
-Brand Channel
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How to get people in?
Digital Experience Agency
Integrating your Online + Offline (Tourism)
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So Simple, and So Powerful
•Include links to your social networks
•QR Codes
•Convert 1000s of physical customers to digital
•Great for traditional business navigating the digital world
Digital Experience Agency
Receipts & Decals
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Actually, this is already happening
CALL TO ACTION
•How is your consumer getting to your digital platform?
•Driving consumers to your social sites
•Think about Super Bowl ads
Digital Experience Agency
Billboards of the Future
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How do you see what everyone’s saying?
Digital Experience Agency
Applications (Running the City)
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What is everyone saying?
Social Mention
•Price: $$
•Pros:
•Less costly than
competition
•Alerts
•Cons:
•Limited by mentions
Digital Experience Agency
Listening Applications
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What is everyone saying?
Brandwatch
•Price: $$$
•Pros:
•Alerts
•Reporting
•Cons:
•Limited by mentions
Digital Experience Agency
Listening Applications
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What is everyone saying?
PeopleBrowsr
•Price: $$
•Pros:
•1000 days of past
information
•Deep search filters
•Cons:
•Weak publishing platform
Digital Experience Agency
Listening Applications
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How do I know whats working?
Klout
•Price: $
•Pros:
•Provides standard
measurement for influence
•Cons:
•Not a perfect algorithm
Digital Experience Agency
Analytics Applications
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How do I know whats working?
Bit.ly
•Price: $
•Pros:
•Great analytics on links
•Custom link shortening
•Cons:
•Many competitors
Digital Experience Agency
Analytics Applications
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Wowza, this is my one-stop-shop
Sprout Social
•Price: $
•Pros:
•Low cost to start
•All in one solution
•Cons:
•Lack of publishing workflow
•Account limits
Digital Experience Agency
Management/All-In-Ones
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How do I keep track of everything?
Cotweet
•Price: $$
•Pros:
•Free version for small teams
•Great workflow
•Cons:
•Limited to Twitter only
Digital Experience Agency
Management/All-In-Ones
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How do I keep track of everything?
ArgyleSocial
•Price: $$$
•Pros:
•Comprehensive
management tool
•Cons:
•Limited number of accounts
•Huge price jump from
standard to enterprise
Digital Experience Agency
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Management/All-In-Ones
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Wowza, this is my one-stop-shop
Vitrue
•Price: $$$$$
•Pros:
•Complete and
comprehensive social media
management in all aspects
•Cons:
•Big cost both internally and
externally
Digital Experience Agency
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Management/All-In-Ones
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In case you haven’t had enough..
Digital Experience Agency
Misc./Cool
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Maiden Media Group
In case you haven’t had enough..
Digital Experience Agency
Misc./Cool
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Conceptual evolution over the past 5 years
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Platform Thinking vs. Activation Thinking
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Multiple touch-points leading to digital
Integrated Digital Thinking
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Maiden Media Group
So much more you can do...but take baby steps
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Digital Experience Agency
Spoilers for Next Time
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How to use your biggest arsenal to push your social presence
What’s in it for non-evangelists?
CPG: Coupons online, working with UPC Codes
Klout Perks
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Date: Philadelphia, 8 August 2011
Presented by:: Maiden Media Group
Digital Experience Agency
Maiden Media Group
That’s all for today
Thanks!
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Editor's Notes
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Tusar if you are using Twitter, we have this hashtag and a live stream will be on the screens to your right and left
Tusar Yorn is a real time feedback engine. You will be using iPads to ask questions and provide feed back. Feel free to ask questions in person, but if for some reason you don’t want to you can also use Yorn. You can also provide comments. Please provide comments at the end as well on how you felt about this seminar
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Tusar Let’s look at a good foundation. explain
Tusar Social Ecosystem is how your organization or brand is portrayed and use in the social media space. You can be ay where so the real question is are you Lancaster or Center City?
Tusar Let’s start by discussing the component of a social ecosystem. This is essentially our agenda for this evening as well we will be going through each one of these.
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Tusar Examples: free ice cream day - B&J
Tusar example of exclusive content
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zain 1. The influencer's power to influence depends on two factors: a. Credibility : The influencer's expertise in a specific domain of knowledge. Please note : There is no such thing as a universal influencer, because no one can possibly be influential in all domains. The best that anyone can hope for is an influencer in a specific domain of knowledge b. Bandwidth : The influencer's ability to transmit his expert knowledge through a social media channel. Please note : Active influencers in one channel may not even be present on another channel. So influencers are not only specific to a domain of knowledge, they are specific to social media channels 2. The target's likelihood to be influenced by a specific influencer depends on four factors: a. Relevance (the right information): How closely the target's information needs coincide with the influencer's expertise. If the information provided by the influencer is not relevant, then it is just spam to the target and will be ignored. b. Timing (the right time): The ability of the influencer to deliver his expert knowledge to the target at the time when the target needed it. There is only a small time window along the decision trajectory when the target can be influenced. Outside this golden window, even relevant content will be treated as spam because there is no temporal relevance. c. Alignment (the right place): The amount of channel overlap between the target and the influencer. If the target is on a different social media channel, then the influencer's information either take too long or never reach the target. d. Confidence (the right person): How much the target trusts the influencer with respect to his information needs. Even if the influencer is credible, the target must have confidence in him. Without trust, any information from the influencer will be downgraded by the target.
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Zain Social Mention is a social media search and analysis platform that aggregates user generated content from across the universe into a single stream of information.It allows you to easily track and measure what people are saying about you, your company, a new product, or any topic across the web's social media landscape in real-time. Social Mention monitors 100+ social media properties directly including: Twitter, Facebook, FriendFeed, YouTube, Digg, Google etc.Social Mention currently provides a point-in-time social media search and analysis service, daily social media alerts, and API. Social Mention is a social media search and analysis platform that aggregates user generated content from across the universe into a single stream of information.It allows you to easily track and measure what people are saying about you, your company, a new product, or any topic across the web's social media landscape in real-time. Social Mention monitors 100+ social media properties directly including: Twitter, Facebook, FriendFeed, YouTube, Digg, Google etc.Social Mention currently provides a point-in-time social media search and analysis service, daily social media alerts, and API.
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Tusar -Activate individual campaigns vs integration