Monitoring Trends on social media: Twitter, Blogs, and Google Insights

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Trends in Online Behavior Professor Matthew Kushin, PhD Shepherd University | Department of Mass Communication | 2012

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Class lectures for Comm 399: Fundamentals of Social Media, Fall 2012, Department of Communication, Shepherd University.

Transcript of Monitoring Trends on social media: Twitter, Blogs, and Google Insights

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Trends in Online Behavior

Professor Matthew Kushin, PhDShepherd University | Department of Mass Communication | 2012

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Review: How do they monitor?

2 popular ways: Monitoring the “real time web” Exploring “trends” on the social web Today’s

Focus

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2: Social Data Trends

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Trending

Data on an issue, subject or event over a period of time

uncover trends, or patterns of behavior

These trends can inform decision making

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Uses

Some include: Compare and contrast performance of different

keywords. E.g., brand names

Segment search data by geographic regions (country, state, city).

Identify search keywords that are most important in any industry

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Sort of things to track

Key players

Competitors

Mentions of our brands, products, etc.

Industry news

keywords

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3 Types of Tools

Twitter Trends

Search Trends

Blog Trends

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1) Twitter Trends

There are many, but 1 I like is: Archivist

Url: http://archivist.visitmix.com/

We’ve explored this before!

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Best Super Bowl Ad??

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Example Scenario

You work for Chrysler and you’ve recently put out an $8 million dollar, Eminem advertisement

You want to know how the twittersphere is reacting. Why?

You know many people go to Twitter to share info & ideas.

So, you can get an easy, free sense of how many people are talking about your brand.

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Tweets with “Chrysler” on/after 2-6-11 Superbowl

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Months later….

Chrysler less talked about on Twitter than Ford

May 17, 2011: Searched Trendistic: “Chrysler, Ford”

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2) Blog Trends

Similar to Twitter trends, except: Allow us to see most popular topics people are

blogging about

Why valuable? Bloggers are influential, convo starters.

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Icerocket (blog)

URL: http://trend.icerocket.com

What is it: Set of tools for blogosphere data

Use: A few. But 1 is seeing trends in blogs over time. Click keyterms to see blog posts from a point in

time

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Example

Buzz on blogosphere when Microsoft acquired Skype

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Example Client

Search for Chrysler, Ford, Dodge (owned by Chrysler) Note in Feb Chrysler spiked but trailed off while Ford

remains strong

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3) Search Trends

Google Search Insights

Tracks Google.com searches (only)

Url: http://www.google.com/insights/search

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Example Scenario #1

Scenario: Your want to demonstrate your Chrysler ad

campaign is generating buzz. Notice a spike on Google searches

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Example Scenario #2

SeasonabilityWhen is the best time to launch a campaign?

“Personal budget” Budgeting is much more top of mind around the New Year so maybe a New Year’s resolution based campaign would strike a cord with consumers

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Example Scenario #3

You want to know what product features people search for the most, when they look for a smart phone.

You’ve created a product to rival the iPhone and want to see if you’re gaining traction

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Lab Guide: Google Insights

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Tonigh!

Go to the following link: http://bit.ly/FSM_LabTrends

Read through material, do tasks Watch videos (please watch individually w/ your

earphones on) This material will prepare you for Participation #4 When ready, goto Sakai to download Participation 4

– Trends Quiz Turn in next class. #4 is graded based on % correct.