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\f0\fs24 \cf0 Social media, the working definition we have of that, is everything that is being
said about a company, just not by the company itself.\
\ Now, most of the focus of social media at
the moment is really on the short term end of the marketing measurement spectrum. What
are customers doing and can we accelerate the cash flow we expect from customers?\
\ Type 2's interest in social media really focuses
on the longer term and specifically: how can social media be used to better understand
the universe in which companies now exist?\ \
There are 3 issues on the CEO's agenda that we believe can be informed through social
media mining or social market intelligence.\ \
The first of these issues is effective marketplace strategies. How can we better understand the
evolution of customer needs and how the companies new product pipeline can be tailored to suit
those emerging needs?\ \
The second area is really to do with thought leadership and corporate reputation. What
are the issues around which the company needs to establish a position of authority and the
position as being the go-to resource for people interested in that topic, whether it's pain
management or whether it's corporate citizenship?\ \
The third issue is really around corporate culture. What is the corporate culture, first
and foremost, and, secondly, how can social media be used to attract prospective employees
more effectively to the company?}