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Demetrios Skalkotos, SVP for Global Corporation Solutions of NASDAQ OMX [NASDAQ:NDAQ], the world’s largest exchange company, sits down with guest host Mark Story (@mstory123), Director of New Media at the U.S. Securities and Exchange Commission to discuss their new Do-It-Yourself (DIY) Platform, designed to make press release and regulation FD compliance self service for investor relations and public relations professionals.

NASDAQ’s new DIY platform offers video, social media management and press release distributionon a single platform.  According to Skalkotos, self-service content distribution tools have been more prevalent in Europe.

NASDAQ introduces the tool in the U.S. market with a one-button option to wrap press materials with information that satisfies SEC disclosure regulations.

The system puts NASDAQ’s GlobeNewswire distribution network more directly into the hands of public relations professionals. With enhanced search engine optimization capabilities and audience targeting options, DIY further distinguishes itself as a lower cost solution for traditional press release distribution.

Skalkotos also discusses NASDAQ’s Social Stream, a video release service that aggregates a company’s social media content into single site to simplify the task of reviewing a company’s public profile.

NASDAQ OMX is the world’s largest exchange company with trading, technology and public company service capability spanning six continents. NASDAQ OMX Global Corporate Solutions provides technology that powers global business communications.  

NASDAQ is on Twitter @NASDAQ and on Facebook.   The views expressed in this interview are those of Mark Story and his alone. They do not necessarily reflect those of the SEC Chairman, Commissioners nor his colleagues at the Securities and Exchange Commission.

These podcast show notes were written and optimized by Sandra Burrowes, Senior Public Affairs Specialist at Mayo Clinic.

Over the past few months, the number of social media management applications to choose from has exploded. In addition to well known contenders likes HootSuite and TweetDeck, there are more than a dozen other new applications designed to help teams manage multiple social networking accounts and measure the ROI of their efforts. In this episode, you’ll find out which apps are the clear winners and what exactly makes them so much better.

White Horse emerging media manager Jamie Beckland (@jbeckland) the lead author of a report that ranks 10 social media management applications against each other in three categories, shares the inside scoop on the winners and explains which features marketers should be looking for when they evaluate enterprise class software applications for social media engagement.

White Horse calls them social media management platforms and ranks them for their ability to integrate with social networks, offer practical rules and permission-based team management and provide the best measurement capabilities. If you’re business is social media communications, this is an episode you definitely don’t want to miss.

SHOW NOTES

01:18 Social media management platforms are web-based tools accessible via browser that let you manage your social networking engagement activities in a variety of popular and niche social networks in one, consolidated tool, gives teams a practical solution managing branded social networking accounts and provide integrated tracking and analysis of interactions that ensue.

03:11 Social media management platforms offer social media monitoring to varying degrees of success, but currently White Horse advises clients to keep social media monitoring activities separate in order to aggregate a more in depth perspective of who’s saying what where. While social media management platforms vendors claim robust monitoring, the solutions are not as comprehensive as those from vendors who specialize exclusively in social media monitoring. When it comes to monitoring, social media management platforms are weakest at tracking conversations on the blogosphere and in online forums.

04: 46 Social media management platforms make it easy to publish to variety of social networks from one place, but they don’t capture and display all the social interaction that may ensue in the social network to which they’re published. It’s a dynamic space and this is changing, but currently social media management platforms are better for talking that they are for listening.

05:44 The inability of social media management platforms to see and report back interactions that transpire inside native social networks is partly due to the capacity of the developers behind them, but also because Facebook may actually block some of that activity from being captured by third-party applications. Jamie Beckland calls these “growing pains for social media and corporate marketers in general.”

06:44 Jamie likens the rapid pace of innovation in the social media management space as the “Cambrian period” where things are moving so quickly, with many new entrants promising to be all things to all people, and marketers need to be careful not to rely too heavily on social media management platforms at this early stage. “You’re going to still need to use the native platform. You want to be able to have an authentic conversation on Facebook, you need to understand what the rules of engagement are on Facebook,” says Jamie. Having that first person experience in the native social network where the conversations occurs, rather than through a social media management platform, is critical.

07:35 Social media management platforms use two different presentation styles for their user interfaces. One is the inbox style, which consolidates all your activities into one central stream and the other is the channelization style, which displays the streams separately by social network, so you can appreciate how they interaction differs from social network to social network. The inbox presentation style requires the user to invest more attention prioritizing messages, according to Jamie, while the channel style provides a degree of segmentation that makes it easier to engage with a large number of people.

11:23 In a new report, White Horse ranked social media management platforms in three categories: social site integration in terms of what they offer today and what their roadmap is for staying up to date with the social networks of tomorrow, team workflow management and measurement analytics.

11: 48 HootSuite, Objective Marketer, Spredfast and Sprinklr scored highest for social site integration with 4 out of 5, but no one scored a perfect 5 because no social media management platform currently integrates non-text based information such as podcasts as online video, posing significant engagement challenges. Some of the tools do use the meta data or text comments associated with YouTube videos to find and display that content, but until they consider the actual video content, either by tracking closed captioning or by introducing an audio to text translation solution, this will remain a handicap of social media management platforms.

14:51 Spredfast and Sprinklr ranked highest for team account management because they had the most sophisticated understanding of how marketing teams are structure, and because they did the best job using analytics to help teams find those conversations most worthy of engagement at any single moment in time. These social media management platforms also do the best job integrating automated sentiment analysis and ranking which conversations are coming from the most influential online voices. Spredfast and Sprinklr also both offer the ability to set up rules, from a content management system perspective, to offer team members varying degrees of authority based on permission levels.

16:12 On the analytics side, the top scoring social media management platforms were Argyle Social, HootSuite, Objective Marketer and Sprinklr, primarily because they integrate with third party social media measurement platforms like Google Analytics and Omniture SiteCatalyst. Measurement is the basis of justifying social media marketing to the C suite, and those are the social media management platforms that do the best job tracking, incorporating and delivering that data. Argyle went live with Google Analytics support at the outset, integrating with Omniture and pulling conversion tracking data back into their platform. Argyle tracks on a per-tweet and per Facebook status update basis the monetary value of particular social media message. HootSuite and Objective Marketer both integrate with Google Analytics and HootSuite does a good job building their own analytics capabilities. HootSuite does a great job tracking short URLs, so if 10 different people create their short URLs using different services that all redirect to the same destination URL, HootSuite aggregates them as one URL and tallies up all the clicks. Spredfast does something similar. Sprinklr ranked highly for their ability to perform custom integration with whatever measurement package the client requests, a process which Jamie says Sprinklr has performed successfully for clients “a number of times.”

19:22 The White Horse social media management platform ranking study rates HootSuite, Spredfast and Sprinklr highest but the final decision should be based on personal preference with respect to how the application works, who within the organization will be using the tools because different business units have different needs and the management structure of the organization. If you have a very strong need to demonstrate ROI through conversion analytics tracking, that’s going to narrow down the field of choices considerably, so the choice should be made based on the objectives the marketer is trying to achieve.

22:30 End

RECOMMENDED EPISODES

* Get Facebook Friends and Twitter Followers While You Sleep

* Facebook Marketing Campaign Measurement Briefing with Omniture

ABOUT THE PODCASTER

@EricSchwartzman provides online...

Over the past few months, the number of social media management platforms to choose from has exploded.  

In addition to early contenders like HootSuite and TweetDeck, there are dozens of new applications designed to help teams manage multiple social networking accounts and measure the ROI of their efforts.  

In this episode, you’ll find out which apps are the clear winners and what exactly makes them so much better.

White Horse emerging media manager Jamie Beckland (@jbeckland) the lead author of a report that ranks 10 social media management applications against each other in three categories, shares the inside scoop on the winners and explains which features marketers should be looking for when they evaluate enterprise class software applications for social media engagement.

White Horse calls them social media management platforms and ranks them for their ability to integrate with social networks, offer practical rules and permission-based team management and provide the best measurement capabilities.  If you’re business is social media communications, this is an episode you definitely don’t want to miss.

SHOW NOTES

01:18  Social media management platforms are web-based tools accessible via browser that let you manage your social networking engagement activities in a variety of popular and niche social networks in one, consolidated tool, gives teams a practical solution managing branded social networking accounts and provide integrated tracking and analysis of interactions that ensue.

03:11 Social media management platforms offer social media monitoring to varying degrees of success, but currently White Horse advises clients to keep social media monitoring activities separate in order to aggregate a more in depth perspective of who’s saying what where. While social media management platforms vendors claim robust monitoring, the solutions are not as comprehensive as those from vendors who specialize exclusively in social media monitoring.  When it comes to monitoring, social media management platforms are weakest at tracking conversations on the blogosphere and in online forums.

04: 46 Social media management platforms make it easy to publish to variety of social networks from one place, but they don’t capture and display all the social interaction that may ensue in the social network to which they’re published.  It’s a dynamic space and this is changing, but currently social media management platforms are better for talking that they are for listening.

05:44  The inability of social media management platforms to see and report back interactions that transpire inside native social networks is partly due to the capacity of the developers behind them, but also because Facebook may actually block some of that activity from being captured by third-party applications.  Jamie Beckland calls these “growing pains for social media and corporate marketers in general.”

06:44  Jamie likens the rapid pace of innovation in the social media management space as the “Cambrian period” where things are moving so quickly, with many new entrants promising to be all things to all people, and marketers need to be careful not to rely too heavily on social media management platforms at this early stage.  “You’re going to still need to use the native platform.  You want to be able to have an authentic conversation on Facebook, you need to understand what the rules of engagement are on Facebook,” says Jamie.  Having that first person experience in the native social network where the conversations occurs, rather than through a social media management platform, is critical.

07:35 Social media management platforms use two differ...

Igniting community movements of brand ambassadors involves tapping into what your constituents are truly passionate about. According to Geno Church, the charismatic Word of Mouth Inspiration Officer at Brains on Fire, it means rolling up your sleeves and discovering what will make your fans’ lives better. Why? Because a true fan will propell and defend your reputation, long after your marketing campaign has subsided. They have a sense of ownership and shared identity, and your success and their success is aligned.

Drawing on his experience building a community of Fiskateers and reaching out to save teen smokers in South Carolina, Geno Church talks about igniting a community of brand ambassadors, the difference between passion conversations and product conversations and his new book by the same name, Brands on Fire.

SHOW NOTES

01:37 Creating community among young people in order to combat teen smoking was a movement that changed Geno Church’s career 10 years ago. Today, his message is that communications strategies shouldn’t focus on social media tactics and tools, but instead on learning from people and empowering them to carry the message for your brand or organization.

03:31 A look at why it isn’t sustainable to approach social media like marketing. Traditional media messages don’t ignite communities--you have to go directly to the people to engage the conversation and they will discover how to become a brand ambassador.

05:11 A brand audit by scissors-maker Fiskars showed an emotional disconnect between the brand and its customer. Geno shares the out-of-the box approach used by Brains on Fire to ignite and engage the Fiskars’ community and the non-traditional involvement it required of the marketing team.

09:49 Understand the conversation going on in your community before you start thinking strategically or tactically. Why do your customers and employees value your brand? Before building online community, uncover everything you can about how your customers use your product in their lives.

11:06 The crucial differences between a campaign and a movement.

12:27 A discussion about drivers that can activate a community and talking with a target community to identify how to ignite that community. The importance of focusing on the human element in customer engagement whether online or off.

16:00 Discussion about the use of negative emotions to activate a community vs. positive emotions and the sustainability of both approaches.

17:17 How to build a sustainable online community that stays positive and is able to police itself.

18:55 The differences between activating communities around policies and ideas vs. igniting communities for selling product. A discussion of Love146, an organization devoted to abolishing child sex slavery and exploitation.

22:22 New report reveals how social media is being used and viewed in different countries. Geno and Eric discuss fear and greed as motivators in mature markets vs. developing ones, including a discussion about challenging circumstances in Johannesburg, South Africa.

28:57 The methods for tapping passion in developing and maturing communities are different, but igniting community always revolves around talking with people and walking with them in their lives to find out what they need and what value you can provide in their lives.

30:27 The role of community mentors and the value, importance and methods for keeping community mentors inspired, engaged and motivated.

33:23 Geno’s hard-won advice on how to prepare for the digital world of parenting.

37:19 End

OTHER RECOMMENDED EPISODES

* Get Facebook Friends and Twitter Followers While You Sleep

* Facebook Marketing Campaign Measurement Briefing with Omniture

*

Location Based Social Networking at New York Fashion Week

ABOUT THE PODCASTER

@EricSchwartzman provides online communication training, strategy and social media governance to public relations, public affairs, corporate communications and marketing specialists. He has extensive experience integrating emerging information technologies into organizational communications programs through public speaking, hands-on training seminars, consulting and the development of corporate policies on social media usage.

His clients have included Boeing, BYU, City National Bank, Environmental Defense Fund, Government of Singapore, Johnson & Johnson, NORAD Northcomm, Southern California Edison, UCLA, US Dept. of State, United States Army, US Embassy of Athens, the United States Marine Corps and many small to medium-sized companies and agencies.

Eric is the instructor behind PRSA’s top-rated social media and emerging treads training seminars, the Social Media Boot Camp and the Social Media Master Class, which are offered monthly in the US.

Igniting movements of brand ambassadors involves tapping into what your constituents are truly passionate about.

According to Geno Church, the charismatic Word of Mouth Inspiration Officer at Brains on Fire, it means rolling up your sleeves and discovering what will make your fans’ lives better.

Why?

Because a true fan will propel and defend your reputation, long after your marketing campaign has subsided.

They have a sense of ownership and shared identity, and your success and their success are aligned. Drawing on his experience building a community of Fiskateers and reaching out to save teen smokers in South Carolina, Geno Church talks about igniting a community of brand ambassadors, the difference between passion conversations and product conversations and his new book by the same name, Brands on Fire.  

Recorded at the PRSA International Conference in DC.

SHOW NOTES

01:37 Creating community among young people in order to combat teen smoking was a movement that changed Geno Church’s career 10 years ago. Today, his message is that communications strategies shouldn’t focus on social media tactics and tools, but instead on learning from people and empowering them to carry the message for your brand or organization.

03:31 A look at why it isn’t sustainable to approach social media like marketing. Traditional media messages don’t ignite communities--you have to go directly to the people to engage the conversation and they will discover how to become a brand ambassador.

05:11 A brand audit by scissors-maker Fiskars showed an emotional disconnect between the brand and its customer. Geno shares the out-of-the box approach used by Brains on Fire to ignite and engage the Fiskars’ community and the non-traditional involvement it required of the marketing team.

09:49 Understand the conversation going on in your community before you start thinking strategically or tactically. Why do your customers and employees value your brand? Before building online community, uncover everything you can about how your customers use your product in their lives.

11:06 The crucial differences between a campaign and a movement.

12:27 A discussion about drivers that can activate a community and talking with a target community to identify how to ignite that community. The importance of focusing on the human element in customer engagement whether online or off.

16:00 Discussion about the use of negative emotions to activate a community vs. positive emotions and the sustainability of both approaches.

17:17  How to build a sustainable online community that stays positive and is able to police itself.

18:55 The differences between activating communities around policies and ideas vs. igniting communities for selling product. A discussion of Love146, an organization devoted to abolishing child sex slavery and exploitation.

22:22  New report reveals how social media is being used and viewed in different countries. Geno and Eric discuss fear and greed as motivators in mature markets vs. developing ones, including a discussion about challenging circumstances in Johannesburg, South Africa.

28:57 The methods for tapping passion in developing and maturing communities are different, but igniting community always revolves around talking with people and walking with them in their lives to find out what they need and what value you can provide in their lives.

30:27 The role of community mentors and the value, importance and methods for keeping community mentors inspired,

Search engine optimization is public relations, Rebecca Lieb of Econsultancy and author of The Truth About Search Engine Optimization tells guest host Sally Falkow (@sallyfalkow) in this special episode recorded today at the PRSA International Conference in DC.

The next generation of PR professional will need be know SEO, data mining and how to think a publisher. Detailed show notes for this episode are not available.

Search engine optimization is public relations, Rebecca Lieb and author of The Truth About Search Engine Optimization tells guest host Sally Falkow (@sallyfalkow) in this special episode recorded at the PRSA International Conference in DC.  

The next generation of PR professional will need to know keyword research, technical SEO, data mining and how to think a publisher.  

In her book, search optimization expert Rebecca Lieb brings together more than 50 absolutely crucial facts and insights decision-makers must know to drive more web traffic through better search engine placement.

The Truth About Search Engine Optimization doesn't deliver abstract theory: it delivers quick, bite-size, just-the-facts information and plain-English explanations that executives, decision-makers, and even small business owners can actually use, no matter what kind of sites you're running, or what your goals are.  

Rebecca's perspective foreshadows the concept of cause-related SEO, which puts the message before the technical aspects of search engine optimization. If you'd like to move into SEO consulting, this book is a must-read.

Photo by Evgeni Tcherkasski on Unsplash

Communications strategy and grassroots campaigns are key to the beverage industry’s ability to influence consumer attitudes says Susan Neely, President of the American Beverage Association (ABA).

Susan will be part of a panel discussion at the PRSA International Conference in Washington D.C. called “Shaping the Debate: Public Affairs Strategies and the Health Care Reform Bill,” on Sunday, October 17, 2010.

The American Beverage Association is the leading policy and public education advocate for the non-alcoholic beverage industry that employs nearly 220,000 people nationwide, generates more than $112 billion in annual sales and has a direct economic impact of more than $136 billion. Prior to leading the ABA, Susan Neely spent 3-1/2 years in the Department of Homeland Security managing threat announcements, branding, public-education campaigns and crisis communications.

SHOW NOTES

1:00 Neely highlights the nature of her upcoming panel discussion on issue advocacy and parts of a comprehensive communications strategy used by the ABA surrounding the recent Health Care Reform Bill.

1:30 Her public service as a Congressional staffer, gubernatorial staffer and, for three and a half years, as Assistant Secretary for Public Affairs at the U.S. Department of Homeland Security.

2:00 The motivation behind her transition from White House staffer to trade association representative.

2:52 An overview of the work done by American Beverage Association and why Susan Neely enjoys the beverage industry’s grassroots advocacy and her work in this leading consumer products industry.

5:08 Childhood obesity and the beverage industry: Susan Neely looks at the impact the nation’s growing awareness of childhood obesity has had on the beverage industry. One in three children born today will develop Type 2 diabetes, which directly correlates to obesity.

6:25 She reflects on the use of corn syrup as a beverage sweetener and highlights initiatives by the beverage industry to help consumers watch their calories. These include a broader beverage selection, an industry-wide calorie reduction averaging 21 percent over the last 10 years and new beverage labeling. A discussion of beverages sweetened by sugar and those sweetened by corn syrup.

9:35 Coke Classic vs. Coke Zero and what led to Coke Zero’s introduction.

11:09 Neely responds to a UCLA Jonsson Comprehensive Cancer Intake study that finds that pancreatic cancer cells use fructose to fuel their growth and San Francisco Mayor Gavin Newsom’s call for a 2010 Soda-free Summer.

12:56 The use of social networking in an effective marketing communications strategy, as well as its rising importance in lobbying. Communications strategists utilize social media to engage consumers in conversation and as an effective tool to influence buyer behavior.

14:31 Neely predicts how social media will change the way traditional lobbying is done and how it already supports grassroots organizing and the public’s grassroots lobbying of the government.

17:11 How will social media influence advertising? Will the migration of advertising from traditional channels to social media outlets change the way issue advocacy gets done inside the Beltway?

19:20 End

RECOMMENDED EPISODES

*

Political News and Social Media with Politico Editor Jim VandeHei

*

White House Press Secretaries Panel

*

Former Assistant Secretary of Defense for Public Affairs Robert Hastings

ABOUT THE PODCASTER

@EricSchwartzman provides online communication training, strategy and social media governance to public relations, public affairs, corporate communications and marketing specialists. He has extensive experience integrating emerging information technologies into organizational communications programs through public speaking, hands-on training seminars, consulting and the development of corporate policies on social media usage.

His clients have included Boeing, BYU, City National Bank, Environmental Defense Fund, Government of Singapore, Johnson & Johnson, NORAD Northcomm, Southern California Edison, UCLA, US Dept. of State, United States Army, US Embassy of Athens, the United States Marine Corps and many small to medium-sized companies and agencies.

Eric is the instructor behind PRSA’s top-rated social media and emerging treads training seminars, the Social Media Boot Camp and the Social Media Master Class, which are offered monthly in the US.

His book "Social Marketing to the Business Customer" with Paul Gillin about B2B applications of social media communications is available at Amazon, Barnes & Noble or Borders.

These podcast show notes were written and search optimized by @SandraBurrowes.

Communications strategy and grassroots campaigns are key to the beverage industry’s ability to influence consumer attitudes says Susan Neely, President of the American Beverage Association (ABA). Susan will be part of a panel discussion at the PRSA International Conference in Washington D.C. called “Shaping the Debate: Public Affairs Strategies and the Health Care Reform Bill,” on Sunday, October 17, 2010.

The American Beverage Association is the leading policy and public education advocate for the non-alcoholic beverage industry that employs nearly 220,000 people nationwide, generates more than $112 billion in annual sales and has a direct economic impact of more than $136 billion.

Prior to leading the ABA, Susan Neely spent 3-1/2 years in the Department of Homeland Security managing threat announcements, branding, public-education campaigns and crisis communications.

SHOW NOTES

1:00 Neely highlights the nature of her upcoming panel discussion on issue advocacy and parts of a comprehensive communications strategy used by the ABA surrounding the recent Health Care Reform Bill.

1:30 Her public service as a Congressional staffer, gubernatorial staffer and, for three and a half years, as Assistant Secretary for Public Affairs at the U.S. Department of Homeland Security.

2:00 The motivation behind her transition from White House staffer to trade association representative.

2:52 An overview of the work done by American Beverage Association and why Susan Neely enjoys the beverage industry’s grassroots advocacy and her work in this leading consumer products industry.

5:08 Childhood obesity and the beverage industry: Susan Neely looks at the impact the nation’s growing awareness of childhood obesity has had on the beverage industry. One in three children born today will develop Type 2 diabetes, which directly correlates to obesity.

6:25 She reflects on the use of corn syrup as a beverage sweetener and highlights initiatives by the beverage industry to help consumers watch their calories. These include a broader beverage selection, an industry-wide calorie reduction averaging 21 percent over the last 10 years and new beverage labeling. A discussion of beverages sweetened by sugar and those sweetened by corn syrup.

9:35 Coke Classic vs. Coke Zero and what led to Coke Zero’s introduction.

11:09 Neely responds to a UCLA Jonsson Comprehensive Cancer Intake study that finds that pancreatic cancer cells use fructose to fuel their growth and San Francisco Mayor Gavin Newsom’s call for a Soda-free Summer.

12:56 The use of social networking in an effective marketing communications strategy, as well as its rising importance in lobbying. Communications strategists utilize social media to engage consumers in conversation and as an effective tool to influence buyer behavior.

14:31 Neely predicts how social media will change the way traditional lobbying is done and how it already supports grassroots organizing and the public’s grassroots lobbying of the government.

17:11 How will social media influence advertising? Will the migration of advertising from traditional channels to social media outlets change the way issue advocacy gets done inside the Beltway?

19:20 End

Photo by Jonny Caspari on Unsplash

Location based social networking at New York Fashion Week was all the rage, with more than 100,000 fashionistas checking-in, indicating clear winners and losers with respect to where the action and excitement was.

In a report, Joost van Dreunen of SuperData Research analyzed the check-in data and shares his findings. Smart communications strategies embrace location based social networks as tools to drive customer retention, repeat visits and foot traffic, according to van Dreunen, who also did a second geo social networking study comparing Whole Foods to Trader, revealing significant insights about how each grocer’s customer base differs.

Joost van Dreunen PhD is managing director of SuperData Research, a research firm focusing on interactive entertainment and technology industries. Prior to founding SuperData, he held senior analyst positions at Nielsen Online and DFC Intelligence.

SHOW NOTES

01:05 Joost’s describes the experience that led to him to look for location-based social networking traffic patterns among the crowd attending Fashion’s Night Out, a promotional event held during New York Fashion Week 2010.

4:06 A closer look was taken at total Foursquare check-ins in the Village and Soho. Which fashion house had the biggest crowd and some of the opportunities location based networks present to event planners and communicators.

8:24 The Foursquare analysis reveals that 31% of geo-based check-ins by Fashion’s Night Out participants continued into the wee hours of the morning, long after the participating retailers had closed, indicating further opportunity for event planners. Top-ranking retailers from Fashion’s Night Out are listed, and s a discussion of why prominent fashion designer Marc Jacobs did not rank.

11:35 What promoters, event planners and participating vendors can learn about from the numbers behind the use of location based social networking apps on smart phones on Fashion’s Night Out. Why were certain retailers successful while others were not? Joost discusses the benefits of location based social networking to local businesses.

14:48 A seprate study of grocery store check-ins within a five-mile radius of a Whole Foods store. When were customers checking in? Were they at Whole Foods or at a competitor? Foursquare’s location based app allows Whole Foods to see who’s getting the lunch crowd, the after-work crowd, etc. and see where the opportunities are for the store to do better. Location based networking gives a point of comparison and a sense of market share.

19:53 The quantity of raw geo data generated by location based apps can be immense and that creates a barrier to meaningful analysis. Research firms like SuperData have the infrastructure to deal with the high data volume, however companies that aren’t in a position to hire a professional research firm to crunch the number can work directly with Foursquare.

24:57 End

OTHER RECOMMENDED EPISODES

* Get Facebook Friends and Twitter Followers While You Sleep

* Facebook Marketing Campaign Measurement Briefing with Omniture

* Marketing Flight of the Conchords on the Web with Dave Fletcher

ABOUT THE PODCASTER

@EricSchwartzman provides online communication training, strategy and social media governance to public relations, public affairs, corporate communications and marketing specialists. He has extensive experience integrating emerging information technologies into organizational communications programs through public speaking, hands-on training seminars, consulting and the development of corporate policies on social media usage.

His clients have included Boeing, BYU, City National Bank, Environmental Defense Fund, Government of Singapore, Johnson & Johnson, NORAD Northcomm, Southern California Edison, UCLA, US Dept. of State, United States Army, US Embassy of Athens, the United States Marine Corps and many small to medium-sized companies and agencies.

Eric is the instructor behind PRSA’s top-rated social media and emerging treads training seminars, the Social Media Boot Camp and the Social Media Master Class, which are offered monthly in the US.

His book "Social Marketing to the Business Customer" with Paul Gillin about B2B applications of social media communications is available at Amazon, Barnes & Noble or Borders.

These podcast show notes were written and optimized by @SandraBurrowes.