Sat. Jan 29th, 2022
    en flag
    nl flag
    et flag
    fi flag
    fr flag
    de flag
    he flag
    ja flag
    lv flag
    pl flag
    pt flag
    ru flag
    es flag

    Content Assessment: Connect, Contest, and Challenge: Counter-Marketing and Social Media

    Information - 90%
    Insight - 90%
    Relevance - 80%
    Objectivity - 90%
    Authority - 95%



    A short percentage-based assessment of the qualitative benefit of the post highlighting social media counter-marketing.

    Editor’s Note: From time to time, ComplexDiscovery highlights publicly available or privately purchasable announcements, content updates, and research from data discovery and legal discovery providers, research organizations, and ComplexDiscovery community members. While ComplexDiscovery regularly highlights this information, it does not assume any responsibility for content assertions.

    To submit recommendations for consideration and inclusion in ComplexDiscovery’s data and legal discovery-centric service, product, or research announcements, contact us today.

    Connect, Contest, and Challenge: Counter-Marketing and Social Media

    Although much is written about the awareness and business benefit of social media marketing, little is written about using social media postings to influence the use of social media by one’s competitors.

    Definition of Social Media Counter-Marketing: Social media postings directed against competitor social media postings.

    While not a new concept, counter-marketing with social media does provide companies a unique way to increase awareness and demand while at the same time attempting to neutralize the full impact of competitor social media marketing. The goal of this type of counter-marketing is to take advantage of the communications opportunities presented by competitors and to ensure competitors are aware that you will review, respond, and react as appropriate to their posts. The aim is not to disparage competitors or detract from their social media efforts, but to translate their work into another opportunity to bring awareness to your company, message, and offerings.

    Three Techniques for Counter-Marketing with Social Media

    Three techniques that can be used to help organize social media counter-marketing efforts include connecting, contesting, and challenging competitors in the social media field of play.

    Provided below is a short explanation of each of these techniques:

    • Connecting: Ensures competitors know you are there and monitoring their posts. An example of this technique would be following a competitor’s social media conduits (e.g., Twitter, LinkedIn, Facebook, etc.) and retweeting or liking posts you agree with.
    • Contesting: Ensures competitors know that you will contest their statements where appropriate. Contesting is not disagreeing with a competitor’s message, but responding in a manner that moves the attention beyond the competitor and on to your company or view. An example of this technique would be the commenting on posts where you may have an alternative view or approach you would recommend.
    • Challenging: Ensures competitors know that you will question their statements as appropriate.
      Challenging is the overt disagreement with a competitor’s message as posted.
      An example of this technique would be commenting that the message posted by a competitor is not accurate or may need more context.

    These techniques should be employed to maximize their impact and not used on every post or at every opportunity. The aim is recognition as part of the social media conversation, not becoming the conversation.

    Three Benefits of Counter-Marketing with Social Media

    While there are many benefits to social media counter-marketing, three benefits that stand out are:

    • An increased understanding of competitor social sharing approaches.
    • An increased ability to influence competitor social sharing messaging.
    • An increased ability to influence audiences with your company’s message.

    The increased understanding of competitor sharing, coupled with the ability to leverage competitor efforts for your benefit makes social media counter-marketing worth consideration by any company seeking to leverage social media as a marketing tool. If your company has the expertise and resources to establish a social media counter-marketing program, they should consider it. If your company does not have the internal resources to develop such a program, there are individuals and organizations that may be able to help start and grow a program under your guidance.

    Six Steps to Counter-Marketing with Social Media

    While there are many ways to approach social media counter-marketing, the following six-step approach may help you get started:

    • Establish a systematic social sharing program for your company.
    • Determine competitors that you would like to follow and develop a listening plan for competitor public communications.
    • Begin listening to competitor social sharing, and get a feel for communication patterns and messaging.
    • Connect with competitors by acknowledging and positively commenting on posts you find agreeable.
    • Contest competitor posts that you find issue with by appropriately commenting on points of issue.
    • Challenge competitor posts where you believe alternative views in the best interest of customers exist by commenting and politely sharing an alternative view.

    Although not all-inclusive, these steps may help you begin to translate counter-marketing planning into practical execution and help your company enjoy the benefits of social media counter-marketing.

    Additional Reading

    Source: ComplexDiscovery


    Have a Request?

    If you have information or offering requests that you would like to ask us about, please let us know and we will make our response to you a priority.

    ComplexDiscovery is an online publication that highlights cyber, data, and legal discovery insight and intelligence ranging from original research to aggregated news for use by cybersecurity, information governance, and eDiscovery professionals. The highly targeted publication seeks to increase the collective understanding of readers regarding cyber, data, and legal discovery information and issues and to provide an objective resource for considering trends, technologies, and services related to electronically stored information.

    ComplexDiscovery OÜ is a technology marketing firm providing strategic planning and tactical execution expertise in support of cyber, data, and legal discovery organizations. Focused primarily on supporting the ComplexDiscovery publication, the company is registered as a private limited company in the European Union country of Estonia, one of the most digitally advanced countries in the world. The company operates virtually worldwide to deliver marketing consulting and services.

    Time to Assess? NIST Updates Security Control Assessment Procedures

    Security and privacy control assessments are not about checklists, simple pass/fail...

    [2021/2022 Annual Update] International Cyber Law in Practice: Interactive Toolkit

    New scenarios ranging from cyber operations against medical facilities to a...

    A Comprehensive Cyber Discovery Resource? The DoD Cybersecurity Policy Chart from CSIAC

    The Cyber Security and Information Systems Information Analysis Center (CSIAC) is...

    Business Interrupted? The 11th Edition of the Annual Allianz Risk Barometer

    According to the new report, following a year of unprecedented cyber-attacks,...

    A Nuix Update: First Half 2022 Financial Results

    Since the Trading Update at the Annual General Meeting (AGM) covering...

    Mitratech Acquires Quovant

    According to Mike Williams, CEO of Mitratech, “We are thrilled to...

    eDiscovery Mergers, Acquisitions, and Investments in 2021

    Since beginning to track the number of publicly highlighted merger, acquisition,...

    eDiscovery Mergers, Acquisitions, and Investments in Q4 2021

    From Consilio and Epiq to Driven and Innovative Discovery, the following...

    Trusting the Process? 2021 eDiscovery Processing Task, Spend, and Cost Data Points

    Based on the complexity of cybersecurity, information governance, and legal discovery,...

    The Year in Review? 2021 eDiscovery Review Task, Spend, and Cost Data Points

    Based on the complexity of cybersecurity, information governance, and legal discovery,...

    A 2021 Look at eDiscovery Collection: Task, Spend, and Cost Data Points

    Based on the complexity of cybersecurity, information governance, and legal discovery,...

    An eDiscovery Market Size Mashup: 2021-2026 Worldwide Software and Services Overview

    From market retraction in 2020 to resurgence in 2021, the worldwide...

    Five Great Reads on Cyber, Data, and Legal Discovery for January 2022

    From artificial intelligence and machine learning to business confidence and cybersecurity...

    Five Great Reads on Cyber, Data, and Legal Discovery for December 2021

    From CISA cybersecurity guidance to mastering megamatters, the December 2021 edition...

    Five Great Reads on Cyber, Data, and Legal Discovery for November 2021

    From worldwide eDiscovery market sizing and discovery intelligence to cybersecurity playbooks...

    Five Great Reads on Cyber, Data, and Legal Discovery for October 2021

    From artificial intelligence and predictive coding to eDiscovery business confidence and...

    A Talent Trap? Issues Impacting eDiscovery Business Performance: A Winter 2022 Overview

    In the winter of 2022, 35.2% of respondents viewed lack of...

    Transfers in Order? eDiscovery Operational Metrics in the Winter of 2022

    In the winter of 2021, 43 eDiscovery Business Confidence Survey participants...

    A View from the Top? Winter 2022 eDiscovery Business Confidence Survey Results

    Since January 2016, 2,649 individual responses to twenty-five quarterly eDiscovery Business...

    Common Cents? An Aggregate Overview of Seven Semi-Annual eDiscovery Pricing Surveys

    The anonymized aggregate results from seven semi-annual surveys highlight eDiscovery pricing...