My Comments on Jordons'(from LiveFyre) Comments on Facebook Comments :-)

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Jordon Kretchmer from LiveFyre commented on Facebook comments. No wonder he does not like Facebook comments, especially because his company is also in SocialComments.

However, he raised few valid points. The visibility of Facebook comments is wider that it should be. It is based on Social graph. Your comments get displayed in your social circle as well as in the social circle of the friend / page on which you commented. I agree with Jordan that in real life you do not want your comments to be visible to every one but only to the people who are interested or who matters. In that respect, it is important to have a visibility control to the person who gives the comments. It can be based on interests , conversation thread, groups, etc.
There is another issue of about using Facebook comments in your application is who owns the data (comments). Jordon rightly asserted that Facebook wants your data. Yes, for good or bad, every one in web2.0 wants data. Today the User Generated Data(UGC) is the king. It becomes the basis of crowd intelligence, it provides insight about users preferences/tastes, it gives insight about public opinions about event/news/product/topic/subject that can be used for various purposes. These comments are the basis for Social Analytics, Social Media Monitorng as well as social medi engagement. So, not just Facebook but most of the comments sites would/should treat this data as asset. However, if any app / blog / site is using these comments sites, the app / bog / site own should get access to the complete data.

Social Media Monitoring – Engagement would be core to CRM

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Kana announced acquisition of Overtone, Social Media Monitoring platform. This announcement is at the heels of recent announcement by Salesforce of acquisition of Radian6around 350 million. Kana has not disclosed the terms. This acquisition is another example of acquisition frenzy into the world of Social media Monitoring which would be a part of Social CRM.

Typical functionalities of Social Media Monitoring are:

1. Monitoring social media buzz across various sites like Facebook, Twitter, LinkedIn, as well as various QA sites / survyes. The monitoring covers sentiment analysis, response to product releases / campaigns / news PR, feedbacks on products, grivenance about product / people / company, competitor analysis, trends, feature requests etc.

2. Social Media Engagement: Tracking conversations from customers / partners across multiple channels and engaging into the conversations. This is expected to result into better customer / public opinions. Such conversations often take place on public sites and would eventually be monitored by investors too.

3. Social Analytics: Root cause analysis, Analysis of customer profiles, customer response, sentiment, product buzz, competitors analysis are areas where a lot of work is being done and would be done.

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Google (Usage) and Facebook (Social) Analytics

Whether we have a blog or an application website, we need to analyze the customers usage . The Google analytics and Facebook page analytics bring two different important perspectives that are mutually complementary to each other. Hence, it is very important to monitor both of them. The Google analytics brings the statistics about the site usage. It tells about the geography, keywords, entry/exit pages, time spent, keywords search, etc etc. However, it does not tell about the users themselves. The information about users is found from Facebook analytics which can tell about users genger, location, and more. Hence, for better understanding of users and usages, both Facebook and Google analytics have important role to play.

Validation of Social CRM

Today Salesforce bought Radian6 at $317-340million. This is a great validation of Social CRM. With the advent of Social Web, the consumers are all over the social media sites. They discuss many things about companies, their products or experiences with using or dealing with companies. They no more call the busiesses’ call centers to express their experiences about the products or company.  so there is a dire need for companies to engage customers there and then itself where the consumers hang around. That could be Facebook, Twitter, or any other social media.  This engagement is very important for better customer service. Call it Social Customer Service.There is also a huge opportunity to analysis what is being talked about the company, its products or services. Whenever there is any new launch or a news, reaction to it can be very well measured on the social media sites. So Social analytics is important. That can also be useful further no target consumers in terms of advertisements or offers. Thats where Social Marketing comes into picture. No wonder Gartner noted Social Computing is entering into Gartner’s famous ‘hype cycle