intro to social media monitoring: why do we do it, what questions can we ask?
DESCRIPTION
Class lectures for Comm 399: Fundamentals of Social Media, Fall 2012, Department of Communication, Shepherd University.TRANSCRIPT
Social media monitoring: What are they saying?
Professor Matthew Kushin, PhDMarch 2012
People are talking about your brand when they’re happy with you,
& especially when they’re not!
If you were in PR: What would you want to know about what people are saying about your client? Brand, non-profit, candidate, etc.
Commonly monitored
Questions about your company & industry
Brands / services discussed and not discussed
Mention of your competitors
Requests for support/help from customers
General Comments / feedback
Complaints / Compliments
Questions to investigate
Who is talking about us?
What are they saying about us?
What are attitudes about us?
How are these people influencing the conversation?
(How) are we influencing the conversation?
Is what we’re doing effective?
Image: Laverue
Today’s Focus
Today’s Focus
Preview
Today: Real Time Web – text and multimedia Blogs
Soon: Trends!
1: Real Time Web
Example Scenario
Our organization recently received negative press. We want to get a sense of what people are saying.
Example Scenario
We’re doing PR for Taco Bell
Its been a few weeks since the beef fiasco.
We want to know if people are still concerned over “taco bell beef” situation. So we search daily “taco bell beef”
Reaction
Reaction
Beyond Twitter: SocialMention – indexes blogs, images, microblogs,
news, events, etc.
Censored
Real-time Multimedia sharing
Photo search
Topsy Photo: http://topsy.com/photos Defined: Social photos (e.g., instagram) search
Multimedia Sharing
Source: Flickr: http://www.flickr.com/photos/yusheng/2034957680/
Blog
Taco Bell Fandom!
Post Comment
“YOUR BRAND IS THE PERCEPTION OTHERS HAVE OF YOU. IT IS NOT THE PERCEPTION YOU HAVE OF YOURSELF.”
What are people saying about our client?Social Media Monitoring Exercise
Mini Example! Products
Sentiment Positive:
Negative: Couldn’t Find Any!!
Audience Profile Young people; socially active; diverse interests &
locations
“Influencers” Competition
Burt’s Bees wants to know WHAT people are saying about their brand and its products.
Goal
Answer the question: What 4 Burt’s Bees products are people the most
passionate about (2 positively and 2 negatively)?
Your goal is to scan the social sphere, collect data on your Google Doc, and use it to answer the above question.
If…. Strategic communication is about
understanding audiences. Then, affecting behavior strategically and measuring it.
Then… how could we use what we’ve learned about our
audience: As research in beginning stages of a PR campaign? To begin using social media to engage our
customers? Strengths / Weaknesses?
?
In sum
People are talking about your brand when they’re happy with you,
& perhaps especially when they’re not!
Social media
helps us
monitor that convo!