I am just days away from touching down in London town for the iStrategy Digital Marketing Conference, and so yesterday’s Social Savvy with Susan Etlinger of the Altimeter Group on How Leading Brands Approach Social Data Globally was particularly topical and relevant. It’s always great to have Susan join us for a webinar, if only to hear her fun facts: her first one was that Diana Ross stepped on her foot once (and didn’t even apologize!) and the second was that Smokey Robinson once had dinner at her house. To say I’m jealous would be an understatement!

However cool Susan’s past is with some serious musical legends, though, the takeaways and content from our hour with Susan shone the brightest. Here are some of the learnings that stood out the most to me:

  1. Social data is not an island – it is used across the organization. From an Altimeter study, they found that thirteen different departments are actively engaged in social media.
  2. There are many different characteristics to consider when it comes to social data. For example, you have to take into account Content Lifespan. All content created on Facebook and YouTube are not created equal.
  3. Prioritizing the core set of metrics by scoring them from 1 to 5 will help figure out the value, capability and available resources that you have for your larger strategy.

This is really just scratching the surface when it comes to Susan’s presentation, so please go ahead and download the replay and slide deck here. And let me know what you think in the comments!

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