During the planning and execution phases of a digital product, service or system, there’s a non-trivial amount of decisions to be made that have long-bearing consequences for the ultimate success of the project, as well as for the ease of its future iterations and additions. Many of these decisions have to do with choosing how and where you’ll ultimately invest a good amount of your budget; the money ear-marked for technical execution.
A few weeks back I was trying to work out how to analyze a Tumblr’s performance – a long-standing issue for everyone, particularly within the fashion industry. Short of cataloging every note and post by hand, there isn’t any tool out there that solves for this problem and so a few days ago I, along with my colleague Vladimir Pick, set out to build our own. It’s called Numblr. It was conceived, launched, and in use by others in four days. What follows is a reflection on our process. Read more
Most social media monitoring tools aren’t designed for a specific brand; they’re designed for every brand. This distinction imposes limits on their ability to deliver the contextual, personalized analysis brands should look for when evaluating their social performance. Measurement needs to be more than just monitoring; it has to be part of your strategy.
Even a cursory glance at many of the most popular tools –such as Radian6, Sysomos, Lithium– show a focus on volume and activity as metrics for success. If your page, wall, or feed is seeing a flurry of activity, you’re winning. If you have more followers than the other dude, you’re winning. It’s no wonder so many brands focus on volume as a valuable metric for success.
Creating tools is attractive because of their potential – they scale, develop into platforms people use, and garner regular attention (hopefully). But brands aren’t set up to create tools effectively and efficiently. At the end of the day, they still create content. And too many brand-created tools and platforms will die a slow death rather than compel people to engage with them. Perhaps, but brands should consider creating tools not as content, but to create content.
Read more here – http://www.mdaniels.com/tools-vs-content/