Social media presents a rich source of customer data, but what are the best tools for digging into the information? Here are some options.
Social platforms are a great place to proactively push messaging out to customers. But more importantly, social gives us the chance to listen and learn. Understanding how your customers feel about your company and its products, and listening to negative comments, can yield extremely valuable insights. Eric Schechter, Carnival Cruise Lines social media manager, spoke with iMedia's Bethany Simpson about his favorite listening tools, what to do with what you hear, and the right and wrong way to respond to a negative tweet.
0:00 - The secret power of listening
0:49 - Tools for listening to social chatter
1:45 - Mining free data and getting into the conversation
2:00 - 2 ways to put social data to work
2:50 - The best platforms to monitor
3:30 - Responding quickly vs. responding accurately
4:00 - The right way to handle negative feedback
Run is 5:08
Eric Schechter is the Social Media Manager for Carnival Cruise Lines, and plays a dynamic role in accelerating the growth and user engagement of Carnival’s biggest social properties. From marketing to customer service (and even internal communications), Eric ensures that social media strategy remains consistent and fluid across many facets of the Carnival brand. With an in-depth knowledge of ROI marketing, Eric creates and implements strategic social media programs that drive results for the world’s largest cruise line. Additional responsibilities include: monitoring, tracking, and analyzing conversations throughout the cruising and travel industry and finding new and innovative ways to integrate Social Media into the overall marketing funnel. You can connect with Eric on Twitter at twitter.com/EricSchechter or on his personal blog EricSchechter.com.