We've got a full line-up of three classes in our 7 Days of Executive Education this week, starting today with a topic you'll hate. Or love. Or love to hate. It's called "Haters Gotta Hate: How to Measure Negative Sentiment & What to Do About It."
In this 2:00 p.m. EDT session, instructor Paul Gillin discusses how you can measure negative sentiment online, detect and correct problems before they happen, and manage emergency response in the relentless Internet age. A bad product experience and negative publicity means consumers turn to social media to talk, and a few complaints can quickly turn into a catastrophe.
Gillin is a writer and content marketing consultant specializing in technology and new media, advising business-to-business marketers on strategies to use quality content and social media to reach buyers. He is the author of several books on social marketing, including Attack of the Customers: Why Critics Assault Brands Online & What You Can Do About It, co-authored with Greg Gianforte, which comes out this fall.
I love all the 7DEE classes, of course, but this one is a particular favorite. There's something delicious about a disaster -- when it happens to other people. This class will help you keep them from happening to you and your brand.
And speaking of deliciousness: Wednesday's guest is Frank Cotignola, part of Kraft's Consumer Insight Strategy Group. You almost certainly have Kraft products in your refrigerator; I know we have three or four at all times. Frank will talk about "Getting Ahead of Demand," how to use metrics to listen in on social conversations to find out what customers want. It's Wednesday at 2:00 p.m. Frank's presentation makes heavy use of chocolate. Also, slide #6 is not an error -- you almost had me there, Frank!
Thursday's topic is "Big-Data + Big Analytics = Big Wins," with Dr. Marco Vriens. And next week, we round things out with two more classes on predictive analytics and making your business smarter.
To get the full rundown on 7DEEE, catch up on past classes with archived audio, slide decks, and chat, visit the 7DEE Curriculum Calendar page. And register for 7DEE here. It's free.
— Mitch Wagner , Editor in Chief, Internet Evolution