If ever there was a business/technology that companies needed to reclaim some control over it's social media. You can't escape it, but when you look closely you're not sure what to do with it. You certainly aren't sure the people already using it know what they're doing, either.
An article in the New York Times last week points out the sudden changes companies have gone through, from tightly controlling their message to a catch-as-catch-can world where anyone can–and will–say or write something about your business.
As Tanzina Vega writes: In their haste to leverage the keyboard, many companies are finding an unwanted side effect — an inability to keep track of all the ephemeral thoughts and ideas they are sending into cyberspace. But a small suite of emerging technologies is offering solutions to help companies manage their social media presence, by archiving business communications or managing individual employees posts on sites like Twitter and Facebook
A company called Tribal DDB Worldwide is teaming with Nextpoint on a social media management program, using cloud-based tools to archive Web product for its clients.
There seems to be a race to get as much information about your company on the Web and through applications such as Twitter and Facebook with no thought to how all this information will play out in the future. If this sounds like the strategy you developed for yourself right out of college, feel free to nod your head.
It wasn't too long ago that we were writing articles about how important it is for insurance companies to get a grasp of all the unstructured data that relates to their business. That seems like it was the 20th century, but it was really just two years ago that mainstream publications were asking: What is Twitter?
How mainstream is Twitter today? Twitter co-founder Biz Stone is the keynote speaker at the ACORD LOMA Systems Forum next spring.
So, yeah, developing a strategy to address what to do with all this information you are generating–and is being generated about your business–seems like a good idea.
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