Focus on monitoring brands online with, director of the digital division of Publicis Consultants. The digital influence is on everyone’s lips. But before thinking about influencing the opinions of its potential consumers, it is still necessary to put in place measurement tools to Latvia WhatsApp Number List to the conversations and understand the feelings of Internet users. How do brands manage their monitoring in the age of social media? What are the objectives? How do they prepare for the potential crises that may arise? Director of the digital division of Publicis Consultants, deciphers this subject in this interview, which is more relevant than ever. At the end of my career at CELSA, I dedicated an end-of-studies dissertation to online opinion and the impact of web 2.0 (as we said at the time) on the reputation of companies.

Started my career with the advertiser before moving on to an agency. At Publicis Consultants, I lead the pole of expertise dedicated to digital. Concretely, the team works in particular on monitoring systems, social media management, influencer relations and digital activations, in the broad sense. At the same time, I remain fairly involved at CELSA where I teach online reputation issues. Working on the digital influence of a big brand is a huge subject. What are the main objectives sought by these brands? Between monitoring, advice, identification of opportunities, crisis management. The objectives logically relate to business and reputation, which are of course closely linked. To act in favor of these objectives, several levers can be mobilized and complementary. Beyond those you mention in your question, let’s not neglect media relations, consumer service, product or user experience, which also contribute to online influence and reputation.

What Monitoring Tools Do You Use

Digital” has long since ceased to be a separate world, but its understanding requires special expertise and methods. What monitoring tools do you use? And how do you sort through the many messages received, in particular to identify those which may have a stronger impact, or which relate to a more global trend?
We use the main tools of the market without ever neglecting “manual” approaches. High-performance tools exist, methods more inspired by the mixing of large volumes of data allow new things, but one of the fundamental keys remains to put oneself in the public’s shoes, to follow its uses, which go for example through simple Google requests. , the use of certain apps, exchanges on certain conversational spaces, etc. We therefore sort using the tools, but also by manually weighting, which in reality requires considering all the data.

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Both to compensate for the imperfections of the automatic filters but also to understand everything that is observable, in the prospect of very qualitative approaches. Understanding the messages received requires knowing perfectly the communities that carry them. How are the teams organized to achieve this? The stake is to nourish oneself, to observe, to always follow the conversations, the places where the communities interact, the whole in a continuous way. The best way to be relevant to a topic is to observe it over the medium to long term, in depth. So we often work with clients and subjects that we know well while trying to keep a perspective, an external perspective which is in part the relevance of addressing an external partner, able to stand back and overview. When does a weak signal become a strong signal?

Understanding The Messages Received Requires Knowing Perfectly The Communities That Carry Them

When do you go from rather passive monitoring to an alert, then from an alert to crisis management? For the anecdote, it was long considered that a subject appeared online became worrying when it was covered by the “traditional” media. This is of course long over. Even if the question is often asked, I cannot answer it precisely. In reality, it depends on a bunch of parameters such as the criticality of the situation, whether or not there is an error or wrong on the part of the brand or the company, the real visibility of the signal, visibility to whom, etc. We often tend to limit the transition from a weak signal to a sensitive situation on the basis of volume indicators (audience, reach, engagement, etc.) However, on a niche subject, 100 shares can be a significant phenomenon.

Where in other cases 500 negative comments are nothing serious (especially if they focus on a publication that contains 10,000, generally positive ) In the same way, a tweet posted by the right person at one point is going to have a massive impact when it could go unnoticed 2 minutes later. It is therefore on a case-by-case basis. How are these potential crises anticipated? Do you have several scenarios at your disposal, recurring good practices? I believe that the fundamentals of crisis management have not changed so much. That said, “digital” is a great tool, if only because it allows us to spot these weak signals we were talking about. However, we cannot anticipate everything, or even see everything. The basics remain in any case a mapping as complete as possible of the risks, a permanent monitoring of this or these sensitive areas

 

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