We do this exact thing for clients at the marketing agency where I work. It takes longer to train them on the service than it does to build it. Set ups like this can be used for brand monitoring/shepherding, lead hunting or just marketing department brainstorming. It's also great for promoting an internal company culture.
The open web is a gorgeous thing. The trick is selling it. At Big Corp Incorporated they're so used to sending out press releases at $1000 a pop (we do this too, and it works, but it's a whole different game) that they just can't see how something like this, which is entirely soft-cost could be useful.
Does that training include training them on what makes it valuable? There's a lot of great benefit to getting your content and brand out there, and you're absolutely correct that it can be done much cheaper than the $1k press release, but I've seen a lot of companies just start content pushing without an objective or goal besides exposure, and then flounder when undefined objectives aren't met because they don't have the analytics to go after a market they haven't targeted.
Three's a lot of social media expertise out there, but little that currently aligns it properly to a business objective, in my opinion. This guide is a handy how-to, but without knowing where you want to go you're just spinning your tires.
>Does that training include training them on what makes it valuable?
Absolutely. It's essential to using something like this. Otherwise it's like teaching someone how to build a hanglider and not telling them how to fly it.
that's an excellent point. i see too many companies for whom the point is just to make noise. there's not a particular conversation that they're looking to spark or participate in, rather they just want name recognition.
i feel like we might be reaching a tipping point where name recognition is no longer a long-term objective. it needs to be name + value. for instance, youtube is valuable, but it's valuable because it's youtube, the place to find videos.
Can someone explain exactly what this is? The idea is to set up a posterous and sync it to your gmail, then plug that into as many services as possible so you can send e-mail updates that get pushed out all over the web?
Where does the monitoring happen and how do you know what to monitor?
The open web is a gorgeous thing. The trick is selling it. At Big Corp Incorporated they're so used to sending out press releases at $1000 a pop (we do this too, and it works, but it's a whole different game) that they just can't see how something like this, which is entirely soft-cost could be useful.