By Iain MacMillan on September 21, 2009
I’ve often struggled to succinctly explain why we approach conducting social media research in the way that we do. We use tools to help us filter, rank and identify influencers, but believe these will only get you so far. We also believe in the need for some good old-fashioned manual labour, particularly to enable us to accurately understand the context of what is being discussed, and what conversation topics are most important to the brand. And finally, we use simple frameworks (such as KUDOS) to guide our analysis.
As with everything in life, you eventually chance upon someone that has summed it up much better than you ever have, or probably ever will. In a recent article, David Armano talks about the importance of three ‘areas’:
- People
- Process
- Technology
Beautifully simple stuff.
Posted in Research, Social Networks, Stories |
Iain founded RMM in 2006, with the objective of providing good, strategic advice across all areas of digital and social media. Nowadays, the focus is entirely social and involves the provision of more than just advice – insight, inspiration and expertise in social media. Iain leads the strategy development and training teams on most client projects.
He specialises in leading client strategy projects in a number of sectors, including finance and gambling, where RMM has conducted studies into social behaviour in highly regulated environments. He also leads projects for travel sector clients, a sector in which RMM works in partnership with eCRM sector specialist, Spike Marketing. They work together across a number of clients, most recently including Neilson Holidays, Thomas Cook’s ski and active holidays division.
Prior to RMM, Iain spent five years helping to run the web design business, Tonic, winning and managing accounts such as Vodafone, GE, GAP, MTV and Barclaycard. Before that he worked at Tribal DDB London, working on Volkswagen before heading up the Victor Chandler, Sony Europe and Guardian accounts. And before that he had a colourful career in music promotions, running the annual Soho Jazz Festival in 1997.
Iain spends quite a large amount of time trying and failing to explain to his long-suffering wife why he really loves golf, seventies hard rock and eighties pop. She remains none the wiser.
