For our class we're monitoring a brand or company for several weeks as an assignment. As a member of the generation that demands to find out things instantly and believes procrastination is a way of life, I thought the assignment would be easy: Google said brand/company; search for them as a hashtag on twitter, and check out their Facebook page. There. Done.
However, after reading through the chapter about listening and monitoring of Engage!, I was fascinated with the intricate detail of the conversation prism and how much more complicated brand monitoring can get. The gives a liter step-by-step on how to listen to an audience over social media. It'll be a very helpful chapter in about a week when I put my monitoring project together. The halos of the prism show each level of engagement and listening, and include a how-to navigate the waters of each--it's the most helpful guide a brand persona manager could have.
I think this model is creative, innovative, and best of all--actually helpful. It's easy to understand, logical, and offers the reader tips and suggestions on how to engage/observe/monitor. I was compelled to look at the blog and saw just how much research went into it as well as a look into how much it changes each time it is updated. New media is an ever-changing world, and each update of the conversation prism takes away the irrelevant social media and inserts the up-and-coming tools. This model can be applicable to any brand or any company. It's a great thing to know how to do well, and this project will help our class be in a better position at our future jobs. When you think about it, having a good handle on what the world is saying about your brand or company is almost like insider information. Those who are top brand managers don't only know what the brand thinks the brand should be-- they also know what everyone else is thinks.