On the editorial side, most business media companies have developed social media strategies, such as setting up Facebook pages or LinkedIn groups for their brands, having editors tweet regularly on Twitter, offering site users tools to share content on their social networks and bringing social media feeds into their sites. To the extent that these activities drive traffic, they can be monetized by advertising on the business media companies' own websites.
In 2009, IDG launched a social media marketing service called Amplify. Soon afterward, IDG partnered with Socialmedia.com to license its proprietary social ad-serving platform, which delivers customized, sponsored units designed to stimulate conversations. Using social listening tools, IDG monitors social media conversations about clients and their products, so that it can, where appropriate, deliver content in real time or develop a response to negative commentary.
“Clients and agencies are asking how to get their messages integrated into our sites, and Amplify ad units do this in a cohesive way,” Rueb said. “We're creating the content and we know how to engage IT audiences. We also know where to place the ad units to sustain engagement.”
Rosenberg said Northstar Marketing Solutions has just begun to present a new end-to-end social media program. “We will be partnering with our clients to create a strategy similar to an editorial calendar and a Marketing Solutions editor will author blogs and tweets, and post on Facebook. We could also produce unique content, including photos and videos, for media channels like YouTube,” she said.
“The complement to that is sentiment analysis. Once you're active in social media, you need to monitor your voice in the landscape and the voices that are talking about you,” Rosenberg said. “We're working with a strategic partner to develop a proprietary system that will monitor company and product mentions in real time and apply an algorithm to determine if comments are positive or negative so that we can formulate a timely and appropriate response.”