Social Media Monitoring

Mary Jo Flynn, MS @MaryJoFly

So, you finally have a social media account. . . NOW WHAT?

Objectives

• The engagement spectrum

• The importance of monitoring

• Tools and techniques

• Implementation

The new reality

SHOUT IGNORE

Engagement Spectrum

OBSERVE DIALOGUE

IMPORTANCE OF MONITORING

Why should you invest time in monitoring?

Are your messages making a difference?

Work with traditional media not in place of them.

What is being said in your neighborhood?

Identify rumors and develop plans to address them.

The community expects your responses to be fast!

TOOLS AND TECHNIQUES Paid and free tools to help you monitor different aspects of social media

Find messages relevant to your issue.

FIND MESSAGES

• Keyword Searches

• Bottlenose

• Trendsmap

• Hootsuite

• Social Mention

• Daily monitoring streams

– OMG

– :)

– #Fail

Filter to specific messages

FILTER • Twitter search formulas

– AND

– OR

– ?

– @Person or List

• Tweetgrid*

• Hootsuite

• Facebook Graph Search

• Google or Bing Search

Look within geographical boundaries

GEOGRAPHICAL • Trendsmap

• Geofeedia

• Banjo

• Search by Lat/Long

• Search near a city, within

a radius

Don’t be fooled by rumors, identify them early

RUMORS • Gut check. If it’s too

good to be true

• Google image reverse

look-up

• Don’t feed the Trolls!

• Be your own Snopes with

a rumor control web page

• Time & date stamp

IMPLEMENTATION How to apply the tools to an emergency or crisis.

IDENTIFY YOUR MISSION

• Gathering situation status

info?

• Listening to the community

to provide answers?

• Hunting for rumors or

correcting false or

misleading information?

• How are people

communicating, what

platforms?

NARROW YOUR FOCUS

• Use a variety of the tools

to meet your mission

objective

• For example, to hear

questions from the

community

– Narrow by geolocation

– Search using a question

mark

– Monitor your account for

direct questions

DOCUMENT • Save and route messages

• Retain copies based on

your agency retention

policies

• Enter messages into a

team system to reduce

duplication of effort

RESPOND • Does the info exist as a

talking point?

• Must you route the

message for a response?

• Does this item need to be

researched?

• Is the info you’re about

to send confirmed?

• Is a response required?

Contact

Slideshare.net/mjflynn001 Mary Jo Flynn, MS

• Anaheim Fire & Rescue,

Emergency Management

Assistant Director

• (714) 240-6240 cell

• maryjflynn@anaheim.net

• @MaryJoFly

• @AnaheimFire

• @AnaheimCERT