Over the past few years marketers have been working on tracking conversations about their brands on the Web (you are tracking and listening, aren’t you?). But once you have that in place, then what?
Strategies for understanding and dealing with the flow of all these conversations are the natural next step. As more and more conversations are coming online, you need to respond quickly. So knowing things like “sentiment,” who in your organization is on point to respond, and whether they have been doing so are becoming more important. It’s like being at a party and having several conversations going on that you want to participate in.
I met Michael Spataro a few weeks back as I was researching tools to help me with this exact problem. I think what I found out was important for you to hear as well. I hope you agree.
Mike is vice president with Visible Technologies, a leading provider of social media analytics and online reputation management services. An early pioneer of interactive marketing and PR, Mike has been devising and implementing digital communications and social media strategies for global brands for more than 10 years, including The Walt Disney Co., General Motors, Panasonic, Hewlett-Packard, MasterCard, Eastman Kodak, Verizon, Hanes, and the renowned “Got Milk?” campaign.
Prior to joining Visible, Mike led the interactive and new media divisions for Interpublic’s two largest PR agencies, Weber Shandwick and GolinHarris. He was the strategic force that established both agencies as leaders in digital communications and consumer-generated media services. During his nearly 10 years at Interpublic, Mike created and executed a variety of award-winning campaigns that blended traditional and new media ideas that produced outstanding business results for his clients.