Social Media Marketing

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SOCIAL CRM AND D
ECISION S
UPPORT
map so that these relationships and linkage can be understood in a business context.
Understanding where someone publishes and participates on the Social Web leads
you to the additional relationships that can provide real insight into the conversations
you’ve located that specifically reference your brand, product, or service. Figure 5.8
shows a typical map, generated by BuzzStream, for a potential contact based on an ini-
tial keyword search.
Figure 5.8 Mapping the Social Graph
As an example of how social analytics can be put to use in combination with an
understanding of the social graph, consider what happens when you find a post that is
favorable to your brand, product, or service, on Twitter, for example. Figure 5.9 shows
a different example of social graph mapping, this time with the original tweet related
to the map of the social graph. Using a combination of basic search tools—Alterian’s
SM2 and Tweetdeck (as a real-time search tool)—along with BuzzStream, I was able to
connect with the person who posted the original comment. The result is a new friend
and business connection at The Hub Network in Vancouver. What if you could do this
with everyone who mattered to your business? You can, and Social CRM is the way
you do it.