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Intro to social media monitoring: Why do we do it, what questions can we ask?
The document discusses social media monitoring, emphasizing the importance of understanding public sentiment about a company, its competitors, and customer feedback. It outlines strategies for gathering and analyzing data to assess attitudes and influence within the conversation. The content highlights practical examples, such as monitoring responses to a PR crisis and gauging product sentiments for brands like Taco Bell and Burt's Bees.
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Similar to Intro to social media monitoring: Why do we do it, what questions can we ask?
Intro to social media monitoring: Why do we do it, what questions can we ask?
- 1. Social media monitoring: What are they saying? Professor Matthew Kushin, PhD March 2012
- 4. Commonly monitored Questionsabout your company & industry Brands / services discussed and not discussed Mention of your competitors Requests for support/help from customers General Comments / feedback Complaints / Compliments
- 5. Questions to investigate Who is talking about us? What are they saying about us? Today’s Focus What are attitudes about us? Today’s Focus How are these people influencing the conversation? (How) are we influencing the conversation? Is what we’re doing effective? Image: Laverue
- 6. Preview Today: Real Time Web – text and multimedia Blogs Soon: Trends!
- 7. 1: Real TimeWeb
- 8. Example Scenario Ourorganization recently received negative press. We want to get a sense of what people are saying.
- 9. 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”
- 10.
- 11. Reaction Beyond Twitter: SocialMention – indexes blogs, images, microblogs, news, events, etc. Censored
- 12.
- 13. Photo search TopsyPhoto: http://topsy.com/photos Defined: Social photos (e.g., instagram) search
- 14. Multimedia Sharing Source: Flickr:http://www.flickr.com/photos/yusheng/2034957680/
- 15.
- 16. Taco Bell Fandom! Post Comment
- 18. What are peoplesaying about our client? Social Media Monitoring Exercise
- 19. Mini Example! Products Sentiment Positive: Negative: Couldn’t Find Any!! Audience Profile Young people; socially active; diverse interests & locations
- 20. “Influencers” Competition Burt’sBees wants to know WHAT people are saying about their brand and its products.
- 21. Goal Answer thequestion: 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.
- 22. If…. Strategic communicationis 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?
- 23.
Editor's Notes
- #4 Have them do this as a group – in their normal team. Come up with a list. Let’s write those on the board.
- #14 Is Twitter!
- #15 As a simple example, Take a hopefully innocuous subject like “lacrosse”Prompt them – how else could this be helpful for PR?
- #18 People use photos/video more and more to take photos of products they like and share them.I want you to look for photos.
- #23 Products – breakfastSentiment – positiveAudience - influencers
- #27 We could contact bloggers & get them to try our products as opposed to just sending it to medaWe could learn about why people don’t like our product and find ways to improve it.Clarify misunderstandingsReact to people, etc.