Almost all users, who use social technologies, probably aim to build their own connections through online social spaces with various purposes (e.g. establishing digital presences as being known by others, getting in touch with those in personal contact’s relations). For enterprises, they prefer to look at those mentioned purposes as the in-depth levels of connections (valuable social graphs). This is a key benefit from what the organisations can gain from adopting the social technologies. About this post, I tend to focus on the analysis of my own discovery in experiencing some social monitoring tools with my chosen organisation, ‘Muji’.
Muji is one of the biggest Japanese retail organisations that sells household and consumer goods with its own simple design and its ‘no frill’ concept. The following organisation also has its sub-branches across global continents, such as Asia, Europe and North America. In term of the social technologies’ adoptions, each of Muji’s branches currently has its own Facebook and Twitter accounts. Before moving towards the organisation’s social monitoring part, I decide to narrow my scope down to a particular Muji’s branch, which is Muji (USA). The selection of the tools and their analysis can be discussed as follows:
The application is developed by Wildfire, a Google’s division which is one of the world’s largest social media marketing software providers. Registration for users’ accounts is required in accessing and using the basic version for this monitoring tool. Through the usage of the free version, I am only allowed to use the ‘monitor’ feature where I can create data comparisons up to 4 organisations by specifying their social media pages/URLs, including Google+, Facebook and Twitter.
With Wildfireapp, I chose to make a comparison between two Muji’s branches based on their available social media channels (Facebook and Twitter), and they were Muji (USA) and Muji (Indonesia). Without vast difference in both of their populations’ numbers, the analysed result from this tool showed that Muji (USA) contained higher numbers of social media activities than Muji (Indonesia) during 2010 – 2013. Based on the peak range of the results, this proportionally included Facebook pages’ likes (11,416 : 2,390), Checkins (134 : 0), People Talking (4,636 : 53) and Twitter followers (7,421 : 3,083).
By analysing the above proportional outputs, Muji (USA) might possible keep its sale and marketing staffs being more active on its Facebook and Twitter than the Indonesia branch. As giving my chance to visit both branches’ Facebook pages, Muji (USA) presented rich detailed posts of its store’s products and provided the link to access directly to its store while Muji (Indonesia) preferred to use less text with images to promote its products. With different generated contents in promoting the products, it can be another main reason why Muji (USA) be able to gain higher results from adopting the social technologies. This also fits in ‘Advertising’ and ‘E-commerce’ categories of revenue streams that mentioned in the McKinsey Global Institute’s 2012 report.
This tool is a web application that developed by Asterisq for exploring the Twitter’s network. The Twitter account is required for using the tool. By typing any Twitter username, Mentionmap will retrieve all possible connections of that specified username and present the result in the constellation’s style of the social graph, including profile images, usernames, and hashtags.
In the case of Mentionmap, I decided to use Muji (USA)’s Twitter username as the main input. Based on the visualised result, I found that there were 5 usernames and 4 hashtags mainly connected their nodes to Muji (USA). While hovering on the line nodes, each of them revealed the number that my input username had been mentioned in previous tweets. This included 1 mention per hashtag and 2-3 mentions per username.
From the following results, they might be represented the proportion on how Muji (USA)’s Twitter username is used in various ways. These include informing the organisation about the internal/external news across branches (e.g. the new released products/services) and being another channel for receiving the customers’ enquiries. By looking closely to the related hashtags, this can possibly give Muji (USA) to have some insights’ knowledge and be able predict its marketing trend to match the consumers’ needs.
According to the results that I have found from experiencing the social monitoring tools, I think that these tools can bring great benefits to the organisations if they learn to apply them appropriately. They are not only allow the organisations to know about their social media insights, but they also give opportunities in business’s improvements and contacts’ expansion. Apart from this, implementing multiple social media channels can increase more chances for the organisations to determine the trends and be able to change their strategies ahead the competitors.