Social media tools are a great way to get to know your audience better and for less expense, than you ever have before. Yet, social media tools seem to change overnight. As Heidi Klum says on Project Runway, “One minute you’re in, the next, you’re out.” For social media marketers, communicators, and researchers, this means not only keeping your finger on the pulse of public conversation but also on how that conversation is getting around. New technology impacts the quality, quantity, and use of information as it moves across a networked society. With apologies to Marshall McLuhan, both the medium and the message will impact your relationship with your audience. Zeitgeist is a German term that means, literally, the spirit of the times. It captures what’s on our mind, our mood, and the energy level across society. As our world becomes more interconnected, we have the ability to watch the zeitgeist of the country online through different lenses, from sophisticated ones … [Read more...]