Many people tend to think of using social media monitoring to either affirm positive conversations, or turn around negative ones.

But there is a middle layer that companies are beginning to focus on: the “white space.”

The “white space,” as Blake Cahill calls it, is neutral comments within social media. These comments neither disparage a brand, nor compliment it. They may just mention the brand or its products.

Blake Cahill

Such innocuous comments account for between 65 percent and 80 percent of all social media conversations, according to Cahill, SVP of Marketing for Visible Technologies, a social media management vendor that is able to parse sentiment within conversations. Read the rest of this entry »

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Learn How Businesses Are Using Twitter to Further Their Marketing Objectives

Ever wondered how businesses are actually using Twitter to drive their marketing objectives?

Now you can read 11 detailed case studies on the topic thanks to a special report recently published by the good folks over at MarketingProfs.com, a trusted resource for more than 320,000 online marketing professionals. The report, which I wrote in April, provides specific details and examples of how diverse businesses — from Disney to Souplantation — are leveraging the micro-blogging service. The report contains exclusive survey data, the best tools to use, and seven tips for getting started with Twitter.

After reading the package, you’ll have a great understanding of how you can use Twitter for your business. One of my favorite case studies is how Red Door Interactive uses Twitter to drive in-store traffic on behalf of Souplantation, a salad buffet restaurant chain. Another is 12for12K, a social media charity, which cleverly uses Twitter to help a number of great and worthwhile causes.

Sign up for MarketingProfs today and get your copy of Twitter Success Stories. I’d love to hear what you think as well!

Enjoy.

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