In my previous post I put forth an analogy to illustrate a point. I do that quite a bit in training sessions. I’m constantly comparing online/social media situations to things we see in everyday life. Analogies help those just learning about social media find a relationship to what they’re used to. (Big Social Media Consultant Secret: Many of rules you use in personal interaction offline, apply online :-) pass that along.)

Conversational monitoring, blog monitoring, persistent keyword searches…whatever you call them are a standard item in any social media toolkit. In Mike’s recent post he ‘deconstructs’ measurement into three key elements: Influence, Engagement and Reach

But what do you do with the results? As in what is actionable? What is important and needs immediate response, and what can wait? None of the paid services offer this funcation (that I’ve seen). You need to be involved with the community to know the impact. Here’s another analogy:

Imagine you’re at a coffee shop and you overhear somebody talking about a subject/client in a positive/negative way. What are your options?

A. If it’s your local coffee shop you’ve lived in that community for a number of years chances are you might know the person or the subject very well. You would know that person’s standing in the community. Are they like E.F. Hutton? When they talk do others listen? Or are they the village idiot? In this case you could start up a conversation in a natural manner, or introduce yourself. Chances are the other person knows you, or at least has ’seen you around’.

Once you start that conversation the discussion is wide open. Maybe you state your case, perhaps you change their mind, or at least get them to see your side of the issue. The point is you know all the social intricacies of the situation. You know that talking to one person will take care of the issue, and that person will talk to you.

or…

B. You’re on a trip far from home and the ‘local’ coffee shop is somewhere you’ve never been before. You’re the ’stranger’ sitting by themselves in the corner, the locals are asking, “Who’s that?” How did you get here? Some search dropped you here.

When that person across the room talks, you have no idea who they are and what their standing in the community is. You have no idea what the impact of their statements are. How do you approach them and introduce yourself? We’ve been in situations like this before. Introductions like that can be awkward to say the least.

Talking to that person might actually make the situation worse. You just don’t know.

Spend a week in the coffee shop though, and your situation changes.

If you’ve been doing your homework and have built a presence in a particular community, we can add an Option C:

C. It’s your local coffee shop and you’ve lived in that community for a number of years. Somebody has a problem/comment. Rather than saying something to a group of folks, they come directly to you first. Perhaps it’s a genuine issue, or it’s simple a misperception. However, a few quick, private words between friends takes care of everything.