I’ve long been a fan of Jenni Beattie and her insights into Social Media, so an interview with her was well overdue.
Despite some technical hiccups that have plagued your humble scribe recently, I actually managed to record an entire conversation in one go!
Mind you, from 13 minutes into the 45 minute conversation a very audible and annoying delay/echo starts. It’s taken me about six hours to try and edit out the most offending bits, but there is still a lot of ‘running over each other’. I also apologise that my own voice was so low in the mix – I’ve tried boosting it, but then it also boosts the pre-echo (if there is such a thing). Anyway, suffice to say that the audio quality is not so bad that you can’t listen to it, but the interview will never be rebroadcast on ABC radio
There is a new digital offering over at The Digital Edge and Jenni discussed it in some detail, but only after we spent considerable time dissecting some of the ‘tools of the online trade’:
- twitter and a sentiment rating tool
- facebook and an international study that appeared in a knowledge management journal — Facebook Groups in Business: A Peer-to-Peer Action Research Initiative [pdf]
- plurk and
- hellotxt.com inter alia.
Jenni was snapped up via LinkedIn to be the Director of Digital Consulting over at The Digital Edge (it’s a great story!) and it’s no wonder — what she doesn’t know about social research (both offline and online) doesn’t bear worrying about.
Experienced in not only digital PR but also Knowledge Management, research and just what it takes to build a community from scratch, Jenni is a font of good wisdom.
One of the key ‘take-aways’ of our discussion was the importance of ‘Talkability’: that intangible but essential essence of all good social media connections. As she recounts, just because a company thinks it has a great product or service, or is just a great place to work, doesn’t necessarily make for a great social media result.
An invaluable asset that The Digital Edge offers (and so few others do) and which makes them unique is their ability to use a variety of tools — focused on offline, online and mobile interaction — that allows for near- (and in some cases completely-) instantaneous interaction. When considering ethnographic research in order to uncover what people are thinking and doing, it is vital to use as many methods as possible in order to triangulate the data and hone in on the true meanings. Jenni’s research background makes her a very knowledgeable and very valuable consultant to know! I guess that’s why they poached her!
This 45 minute interview is a fascinating insight into what goes into planning a successful social media initiative — you would be a fool not to listen! And since I’ll be in Sydney again this week, I promise I’ll do all I can to buy Jenni a coffee, set up the recorder, and produce a much-higher quality discussion on social and market research in this new communication landscape.
You can download and listen to the interview right now
[42mb | 45mins]
Currently playing: Afterlife – Café Del Mar – Vol 03 – Blue Bar