Abbas Alidina @ AbbasAlidina AbbasAlidina.com
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Abbas Alidina @AbbasAlidina AbbasAlidina.com Social Media Monitoring
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Social Media Monitoring. Abbas Alidina @ AbbasAlidina AbbasAlidina.com. Why Measure Social Media?. Exercise: Understanding Customers. Why do customers interact with you on social media?. IBM Social Media Study. The Social Media Perception Gap. Social Monitoring and Social Analytics. - PowerPoint PPT Presentation
Transcript of Abbas Alidina @ AbbasAlidina AbbasAlidina.com
Why Measure Social Media?
Exercise: Understanding Customers
Why do customers interact with you on social media?
1.
2.
3.
4.
5.
IBM Social Media Study
The Social Media Perception Gap
Social Monitoring
and
Social Analytics
Social Monitoring and Social Analytics
SocialMonitoring
SocialAnalytics
Social Monitoring
SocialMonitoring
SocialAnalytics
What Will We Cover?
About UsGrow Bigger Ears
What Will We Cover?
About UsBig Data
BIG DATA
What Will We Cover?
About UsBig Data
The Social Consumer
We are now a society ofmulti-taskers
and multi-screeners
The Social Consumer
Credit: Google report “The New Multiscreen World”
Word of Mouth
Audiences with Audiences.
The Conversation Prism
Case Study: Airline on Twitter
Identify Your Listening Posts
Social Media Command Center
5 Questions Social Monitoring Helps You
Answer
1) Where Do People Talk About Us?
2) What Do People Say About Us?
3) What is the Market Perception of our Brand?
3) What is the Market Perception?
4) Is a Social Media Crisis About to Happen?
4) Is a Social Media Crisis About to Happen?
5) How Do We Compare to Competitors?
What Should You Measure?
Exercise: Social Monitoring
What Metrics/KPI’s should you measure in Social Monitoring?
1.
2.
3.
Social Monitoring Metrics/KPI’s
You could measure the following:
• Number of mentions of your brand• By source• Over time• By location
• Sentiments• Positive, negative or neutral
• Share of voice• Your mentions vs. competitor mentions• Your sentiment vs. competitor sentiments
Social Listening Tools(Sentiment Analysis: Text
Analytics)
How Does It Work?
Sentiment Analysis: Text Analytics
Google.com/Alerts
Search.Twitter.com
Socialmention.com
Radian6
Brandwatch
Sysomos
Social Listening Tools(Sentiment Analysis: NLP)
How Does It Work?
Sentiment Analysis: Natural Language Processing (NLP)
Crimson Hexagon
Synthesio
Social Listening Tools(Emotion)
How Does It Work?
Emotion: a single message can carry many emotional signals.
Kanjoya Crane
Behavior Matrix
About UsSocial Listening Considerations
• Most Social Listening Tools are based on Text Analytics (Radian 6, Brandwatch)
• Some tools use Natural Language Processing (Crimson Hexagon, Kanjoya Crane)
• Sentiment Analysis can be highly inaccurate, because it cannot understand emotions/sarcasm/etc. (The next wave of listening tools will include emotional analysis)
• Multilingual sentiment fails when there are multiple scripts (Pakistan: Urdu Script, Romanized Urdu, English, Pashto and Others)
Solution: Analyze sentiment manually in Excel!
