The Value of the Social Media Monitoring of Consumer-Owned Channels

So you think you do a good job at social media monitoring, eh? Maybe you looked at your social referrals via your analytics program last week. You kept track of your new Twitter followers. You may have even looked at your Facebook page statistics. If you were really on your game, you used a tool to aggregate all of this into one nice, neat little report (automatically, of course).

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SmartWool Puts An Ear to the Cloud With Channel Signal

SmartWool LLC, the Steamboat Springs, CO, based manufacturer and category leader of performance merino socks, apparel and accessories, has named Channel Signal its agency of record regarding online conversation and sentiment monitoring. SmartWool will utilize information gleaned by Channel Signal about the brand, its events and products to develop focused content and conversations within the active mountain lifestyle category.

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Is a U.S. Track & Field Strike Imminent?

There's drama in the world of USA Track & Field (USATF). In recent weeks, the USA Track & Field Athletes Association (TFAA) has butted heads with its officiating body, the USA Track Association (USATA). We know, that's a lot of acronyms, but stick with us. Following a series of controversial calls and appeals, the TFAA has asked for more transparency and to be a part of the appeals and protests process at championship meets. A scheduled meeting about the topic was postponed, and an agreement has yet to be made. The only statement from the USATF says that they will look into the matter in the coming months.

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What are Traditional Consumer Measurement Programs Missing?

Measuring the consumer experience is nothing new. For years, marketers have been using things like focus groups, onsite and phone-based interviews to measure consumer opinion and create what represents the voice of the consumer. But, why would we use these tools to create this type of persona when we can actually listen to the voice of the consumer online? With lots of volume. And consumer-to-consumer communications, which are unvarnished. The actual consumer voice is the data-set that is missing from traditional consumer measurement programs.

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The Hot Yoga Trend Heats Up in Online Conversations

As we mentioned last week, smart brands are listening to the consumer conversation to predict and report on sales trends. But preempting sales trends is only part of the story. Listening to the online conversation around your company or industry also helps many departments (purchasing, research, development, warehousing and marketing) forecast demand. In the yoga industry, Channel Signal's social media aggregators continue to see a rise in the hot yoga trend.

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How Today's Consumer Conversation Predicts Tomorrow's Sales

There are new rules in the retail world, and it's time to start playing by them or risk being demoted to the little leagues. Brands not playing by these rules may not think they're feeling the effects, but the scales are tipping. Brands and retailers who don't gain a better understanding of how the consumer conversation is affecting their bottom line, risk being ejected from the game.

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CrossFitters Seek The Best Crossfit Shoes

The growth of CrossFit is undeniable, and it continues to be a hot topic that Channel Signal picks up in its online monitoring. But as we've documented in our CrossFit category report, chatter about brands and gear is light. And considering the immense impact that peer-to-peer conversations have on a consumer's buying decision, there seems to be pent up demand for CrossFit-specific gear reviews, especially surrounding the best CrossFit shoes.

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Charitable Efforts of 21 Popular U.S. Runs

The running event season is at our doorstep. As you make your selection for which races to run this summer, we'd like to help you start to understand the charitable giving (or lack thereof) for some of America's most popular running races and events. Which running events support which charities? Which are purely for profit? Which brands and sponsors are affiliated? We give you the skinny in this handy dandy outline.

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Where Have All The Snow Boots Gone?

We all know what it's like to traipse around in the deep snow without the proper equipment. Feet get wet. Feet get cold. Feet get blisters. It's all around a bad situation. As anybody with a basic sense of economics might guess, when snow falls, the demand for snow boots grows. Unfortunately, as retailers haven't quite mastered the science of meteorology, the supply did not increase with the record-breaking weather of 2014. In short, New York City ran out of snow boots. What's a retailer to do next?

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The Social Media Funnel

This blog is to put social media reporting into perspective; to show where all of the pieces fit when looking at the whole picture. And yes, we used crooked lines in the funnel because nothing with consumers happens in a straight line. It all starts with the collection of consumer opinion data. That leads to filtering and editing of that data. Add in a human element and you have actionable reports, upon which you can base your content marketing and engagement campaigns. This all leads to sales, the real purpose of the funnel.

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