A Natural Floor for Social Media Tonality Certainly Exists
by Dean Westervelt June 24, 2008Paul Gillin’s recent thought-provoking comments on whether and if a negative sentiment “floor” exists for Dell obscures a larger point – never give up! Using social media tools to further understand the negative sentiment associated with the “floor” helps build a business case (for or against) further marketing strategy and outreach. My response:
–
A natural floor for social media tonality certainly exists, and no doubt varies by industry topics. However, as an employee for a company whose mission is to both interpret and effect change within the social media arena , I’d be remiss if I didn’t point out that Dell has a unique opportunity to dive deeply into the negative commentary that constitutes the “floor”. Put another way, understanding tonality sets the stage, understanding content provides further opportunity for outreach. If the themes around negative content are inconsistent from month-to-month, a case can be made for a “floor” of constantly churning negative activity that it doesn’t pay to try and influence. However, if the themes emerging from negative social media activity are consistent, and no outreach has been attempted that leverages “the message” of this consistent negativity, the case could be made to further reduce the floor by testing different types of social media outreach. Dell may certainly have recognized this and have attempted the outreach (or decided that an ROI case can’t be made for it) – but it’s worth mentioning!
–
Collective Insight helps marketers understand the “face” behind the social media buzz and can use that knowledge to connect in a relevant and timely fashion.
