Click here to load reader
Click here to load reader
Feb 25, 2016
Monitoring Social Media
February 2012presented by:Donna HamiltonUniversity Communications
Ben HofstetterOffice of the ProvostKerry OverstakeUniversity Communications
Ben Stockwell University CommunicationsCandice TerrellUC Foundation/Alumni Association1Why Monitor?
BrandThose conversations are happening everywhere and now being shared across the social web. Traditional marketing has changed. Social Media has created new and exciting ways for brands to engage with consumers and build fans.Radian6
Turn social conversations into sales opportunitiesUse social listening to generate leads by listening to your prospects and customers online.
ConversionsExamplesSuper Bowl Command Center
More than 20 people manned the center for 15 hours per day.
Researchers from nearby Ball State University's Center for Media Design will conduct a study of the command center, analyzing its strengths and weaknesses. Michael Holmes, director of the center's Insight & Research Unit, wrote in an email that the command center is an example of the "the ubiquity of social media and the absolute necessity for companies, organizations and communities to use these tools to improve their relations with their customer, audiences and citizens."
5ExamplesPepsiCoPepsiCo has built a Mission Control center for its Gatorade brand, which sole purpose is to analyze and drive conversations about the hydrating beverage on every social platform that matters.
Bough [PepsiCos head of digital] explains how the Mission Control center separates valuable feedback from the chatter, how educating a targeted audience drives sales, and how all marketing jobs will eventually become social media jobs.
The total number of people who Like your PageTotal Likes
GENDER & AGE
LIKE/UN-LIKE SOURCESTOTAL LIKES
The number of unique people who were friends with people who liked your Page as of .Friends of Fans
The number of unique people who have created a story about your Page (likes, posts, comments, shares, mentions, tags, recommends or checks in).People Talking About This
The number of unique people who have seen any content associated with your page from to .Weekly Total Reach
AlertsEmail updates of the latest relevant Google results (Web, news, video, etc.) based on your queries.
Using URL Shortening Services to Track Traffic
In social media, using shortened URLs (fewer characters).More credibility/trust if comes from uc.eduUse bit.ly service (via [email protected]) to acquire an on.uc.edu address.Measure clicks.
Measurement:Posted online July 1. Appeared on research blog July 5. In Office of Research e-newsletter on July 6.
How to Get an on.uc.edu URLRequest from [email protected] working on a self-service application.Only shorten uc.edu addresses.Can only get one shortened URL for each unique URL.Adding Google campaign tags allows formation of multiple addresses that redirect to the same URL.Can measure effectiveness of different media and messages and determine best combinations.
What does Hootsuite do?
Multiple NetworksSave your time and your sanity. Monitor and post to multiple social networks, including Facebook and Twitter simultaneously Custom AnalyticsMeasure success. Create custom reports, track brand sentiment, monitor # conversations, track follower growth, track shortened URLsTeam CollaborationUpgrade to have multiple contributors without sharing passwords. Assign messages for follow-up and track responses.Schedule MessagesDraft and schedule messages to send at a time your audience is most likely to be online.
Setting up Hootsuite
Hootsuite PricingPro - $5.99/monthUnlimited Social Network ProfilesUnlimited RSS / Atom Feeds1 Free Report **Google Analytics1 Free Team MemberAd Free100 Archived Messsages
FREEFreeQuick Reports5Social Profiles *2RSS/Atom FeedsAd Supported
Auto-follow those who follow youVet your new followers, clean out the spammersAuto-send DMs to new followers
Fee: $3.97 bi-weekly for allof your Twitter accounts. Automation fee applies even when you have a Professional account.Doesnotgive you access to Professional features separate fees.
100 latest @mentions and RTs at a glance
Friends and Followers On All Your AccountsTotal Tweets On All Your Accounts (From All Sources)People Followed/Unfollowed On All Your Accounts by SocialOomph
The likelihood that your brand is being discussed in social mediaStrength
Measure of the range of influence (number of unique authors / total number of mentions.Reach
A measure of the likelihood that individuals talking about your brand will do so repeatedlyPassion
Ratio of mentions that are generally positive to those that are generally negative.Sentiment
http://twittercounter.com Graphical Representation of follower increase over time
Different visualizations, e.g., Status and followers
Summary of changes in followership, tweets and rank
Free version lacks data on mentions and retweets ($15/month)
Data starts when you begin using service graphs arent useful initially
StrategyPurpose is that purpose already being addressed some other way? Is social media relevant to my audience? Will itCreate conversationCreate communityCreate conversions (apply, give, become a supporter)
AudienceWhat does your audience care about it?How can you engage your audience?Number of followers isnt as important as whether your followers are engaged.
StrategyVoice/ToneBe thoughtful about being conversational. Be casual but not careless.
MeasurementWhat are our goals? How/what will we monitor?How will we report our progress/successes (reports)?
Resourceswww.uc.edu/socialmedia Social media contacts Icons Presentation