May 13, 2011 / by Eric Forst

“If you display information the right way, anyone can be an analyst,” said Edward Tufte, the renowned information designer. “Anybody can be an investigator.”

At Visible Technologies, we’ve always been a big fan of Tufte’s work and in addition to putting a lot of thought into how we display information about social media, we’ve also put a lot of thought into the type of information that should be displayed and how that information should be collected, processed and enriched. What this means for marketers is that you now have a unique opportunity to quickly gain insights from consumer and business conversations and to turn those insights and analysis into programs, products and campaigns that can drive real business results.

For marketing, advertising and PR agencies, social media has become more than just another part of the marketing and media mix. It has become essential to delivering relevant and engaging creative work and campaigns. When Chiat Day developed the Web site for the 52nd Grammy Awards, social media was at its core, literally powering the graphical interface, display and design of the site. For many of our agency clients today, their ability to deliver engaging customer experiences using social media is what allows them to stay relevant for their clients in today’s fast-paced market.

Agencies also have an opportunity to use social media insights and analysis as a way to better optimize their media planning and to become better brand stewards and conversation architects for their clients. The online conversation is incredibly dynamic and constantly changing. What is being said about your brand online one day quickly changes the next, and agencies not only have to stay tuned to the conversation but they also need the ability to quickly act on it. By understanding the sentiment, post volume, key influencers and the most important communities talking about a brand, creative directors and media planners alike are now able to leverage the social graph and turn that into better creative and better ROI.

By using social data and analysis to build better conversations, agencies can empower their clients to become conversation architects who lead the conversations about their brands. While it is often said and often true that the consumer is now in control of the conversation, companies increasingly rely on their agencies to help their brands stay relevant and to evolve to meet the shifting demands of the marketplace. And as consumers continue to spend increasing amounts of time in online social media, agencies and their clients must continue to listen, learn and engage from a position of power that is based on quality data and quality information design and analysis.

Tags : social media

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