Social Media MonitoringTraining July 17, 2011

Social Media Monitoring

• Provides a snapshot of a company’s reputation online.

• Tracks the progress of a crisis.

• Identifies new areas where we can engage with stakeholders.

• Enables us to research new business.

What do we use tools for?

Online Reputation Audit/NBS research

• See where the brand conversations are happening online

• Analyze competitor conversations

• Identify areas for additional engagement

What do we use tools for?

Crisis

•Export tweets and sort by user followers. This allows us to figure out who to respond to.

•Export blog posts, search for compete statistics and decide who to respond to.

•Use graphs to track the volume of conversation, and where the conversation is taking place

Top monitoring services

• Radian6

• Alterian SM2

• Sysomos• MAP• Heartbeat

Key Differences between tools:

• Some are more robust for research

• Others are more geared toward day-to-day monitoring from a single location

Radian6

Advantages• Near real-time data- excellent crisis

support• Data can be graphed in a number of

ways-useful for client reporting• Loads quickly• Easy to set up advanced searches

Radian6

Disadvantages•Only 1 month historical data•Topic profiles expire after 1 week•Not intuitive

AlterianAdvantages:

• Easy to start using, requires little training

• Features a dashboard

• Robust demographic data

Alterian

Disadvantages:

• Long load times

• Excel exports are missing data

• Only 30k results stored at one time

• Data presented solely in bar graphs

Sysomos- Heartbeat

Advantages

• High accuracy of 83-87% recorded on automated sentiment

• Easy to monitor competitor data

• Offers demographic data

• Easy-to-read dashboard

Disadvantages

• Graphs only available as line graphs- not customizeable

• 2-3 hour lag on data

Sysomos- Heartbeat

Sysomos MAP

MAP is a research tool rather than a day-to-day monitoring tool

Advantages

•Data goes back two years

•No restriction on number of search terms

•Robust demographic data

•Search results in real time

Disadvantages

• Not as useful for day-to-day monitoring for an ongoing account.

• Price

Sysomos MAP

Free Tools:

• Social Search Engines:• IceRocket – www.icerocket.com • Social Mention – www.socialmention.com

• Twitter Applications:• Tweet Deck – www.tweetdeck.com • CoTweet – www.cotweet.com • HootSuite – www.hootsuite.com• TweetReach – www.TweetReach.com• Bitly – www.bitly.com (+)

• Facebook Applications:• Kurrently – www.kurrently.com• Facebook Search

Free Tools Continued:

• Finding influencers: • Twiangulate – www.twangulate.com • Klout – www.Klout.com • Twitter Grader – www.twitter.grader.com • Blog Rank – http://www.invesp.com/blog-rank• Compete.com• Quantcast.com • Technorati

Free Tools Continued:

• Social media collaboration and management tools: • Ping.FM • FriendFeed

• Google Reader: (CRT/tanaka’s Reader):• https://www.google.com/accounts/ServiceLogin?

service=reader&passive=1209600&continue=http://www.google.com/reader/&followup=http://www.google.com/reader/ o Username: crttanaka2@gmail.como Password: whatcanbe

Free Tools Continued:

• Basic Google Search Syntax:• http://www.google.com/support/websearch/bin/

static.py?hl=en&page=guide.cs&guide=1221265&answer=136861&rd=1

• Google Blog Search• Phrase search: “”• Search a single website: “keyword”

site:www.domain.como Works to search only government sites, too --

“keyword” site:.gov• Exclude terms: -• Exact term: +• OR

Thank You!