Although much is written about the awareness and business benefit of social media marketing, little is written about using social media postings to influence the usage of social media by one’s competitors.
Definition of Social Media Counter-Marketing: Social media postings directed against competitor social media postings.
While not a new concept, counter-marketing with social media does provide companies a unique way to increase mindshare and money share while at the same time attempting to neutralize the impact of competitor social media marketing. The goal of this type of counter-marketing is to take advantage of the communications opportunities presented by competitors and to ensure competitors are aware that you will review, respond, and react as appropriate to their posts. The aim is not to disparage competitors or detract from their social media efforts, but to translate their work into another opportunity to bring awareness to your company, message, and offerings.
Three techniques that can be used to help organize social media counter-marketing efforts include connecting, contesting, and challenging competitors in the social media field of play.
Provided below is a short explanation of each of these techniques:
These techniques should be employed to maximize their impact and not employed on every post or at every opportunity. The aim is recognition as part of the social media conversation, not becoming the conversation.
While there are many benefits to social media counter-marketing, three benefits that stand out are:
The increased understanding of competitor sharing coupled with the ability to leverage competitor efforts for your benefit makes social media counter-marketing worth consideration by any company seeking to leverage social media as a marketing tool. If your company has the expertise and resources to establish a social media counter-marketing program, they should consider it. If your company does not have the internal resources to establish such a program, there are companies, such as ComplexDiscovery, that may be able to help start and grow a program under your guidance.
While there are many ways to approach social media counter-marketing, the following six-step approach may help you get started:
Although not all-inclusive, these steps can help you begin to translate planning into execution and help your company enjoy the benefits of social media counter-marketing.
This entry was posted on Sunday, April 3rd, 2016 at 9:36 pm. It is filed under chronology, Insight, original and tagged with social media. You can follow any responses to this entry through the RSS 2.0 feed.
An abridged look at the business of eDiscovery mergers, acquisitions, and investments. The presented listing highlights key industry business moves by sharing the announcement date, acquired company, acquiring or investing company, and acquisition amount (if known) of significant eDiscovery-related mergers, acquisitions, and investments.
Taken from a combination of public market sizing estimations as shared in leading electronic discovery reports, publications and posts over time, the following eDiscovery Market Size Mashup shares general worldwide market sizing considerations for software and services in the electronic discovery market for the years between 2016 and 2021.
One of the core purposes of all of the Tracks is to demonstrate the robustness of core retrieval technology. Moreover, one of the primary goals of TREC is: [T]o speed the transfer of technology from research labs into commercial products by demonstrating substantial improvements in retrieval methodologies on real-world problems.
The proceedings of the TREC Total Recall Track have been published by the National Institute of Standards and Technology. The purpose of track was to investigate methods and technologies to find, as nearly as possible, all documents in a collection that satisfy specific criteria, with reasonable effort.
Best Practices for eDiscovery Searching: A Continuing Legal Education (CLE) On-Demand Presentation (1.0 Hour) prepared and presented by CloudNine. This CLE-approved webcast session will cover goals for effective searching, what to consider prior to collecting ESI that will be subject to search, mechanisms for culling prior to searching, mechanisms for improving search recall and precision, challenges to effective searching and recommended best practices for searching and validating your search results to ensure effective search results.
This is the e-Discovery Team’s training course on how to do TAR (Technology Assisted Review). What TAR really means is electronic document review enhanced by active machine learning, a type of specialized Artificial Intelligence. Our method of AI-enhanced document review is called Hybrid Multimodal IST Predictive Coding 4.0. The Course is composed of sizteen classes.
What Every Attorney Should Know About eDiscovery in 2017: A Continuing Legal Education (CLE) On-Demand Presentation (1.0 Hour) prepared and presented by CloudNine. This webcast session will cover key terms, rules, duties, and case law to give you the tools and resources necessary to efficiently and effectively meet the challenging discovery obligations that attorneys will face in 2017.
ComplexDiscovery | Creative Commons Attribution 4.0 International
The accelerating growth of cloud-based legal technology usage is driving increased litigator attention on the determination of what constitutes acceptable...