Friday, November 19, 2010

New Source for SMM Best Practices

Recently a social media marketing colleague asked me for a good source for best practices information in this space. When you know that question is coming from a small business that probably cannot afford much subscription research, it’s hard to answer. It’s information that many businesses are willing and able to pay for, so it’s usually paid content.

I had already used and cited the usual suspects. Marketing Sherpa does good executive summaries of its benchmark reports, Forrester releases some information on its blog, and Altimeter is following an open research policy. I’m sure there are others, but for the type of information I’m looking for, those are my usual go-to sources.

Consequently, I was pleased the other day to get a notice—blogger outreach, I assume!—of a new venture that is going to operate in that space. It’s not social media per se as best I can tell. Gleanster says it “benchmarks best practices in technology-enabled business initiatives.” That would seem to include any aspect of Internet marketing and quite possibly some initiatives that play out in the physical world.

Their early publications suggest considerable focus on the social media space. For readers of this blog the summaries of their Social Media Monitoring and Online Customer Communities research are well worth downloading. The communities paper contains a case study of Best Buy that makes my point about their focus. I’ve written about Best Buy and its retail Twelp Force campaign which uses Twitter to provide customer support for their retail customers. More detailed paid reports are the basis for these summaries.

I’ve been tagging posts with “best practices” when it’s relevant, so I hope I’m making a contribution to this important discussion. Maybe a good resolution would be to make more best practices posts; it’s a topic of concern to all of us!

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