Online tutorial social media-monitoring

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Social Media Monitoring

NCYD Social Media TrainingNovember 16, 2013.

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Part 1: Introduction into Social Media Monitoring

Social Media MonitoringHow to measure your social media campaigns

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The Challenge: Information is delivered in knowledge chunks.

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Why do we monitor?

• Stay informed

• Track success

• Understand the audience

• Know what works and what doesn’t.

• Engage audience more appropriately

• Filter information relevant to us

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What is Social Media Monitoring?

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Types of monitoring

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Monitoring can be:

External• Trends• Conversations• Developments• Opportunities• Research

Internal• Growth• Engagement• Results of objectives• Effect of tactics employed.

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Evidence-based Marketing:

It’s all about…

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MONITORING VOLUMEThe number game

• Deals mostly with numbers

• growth of audience

• Views, reach

• NOT an isolated measurement – not enough to determine overall success.

e.g: 1,000 fans is good, but if 900 are barely active or only liked because of a one-time promotion, then you wouldn’t call your campaign a success.

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1. Local Insights Some services provide their own tracking sicu as Insights for Faacebook, statistics for Wordpress blogs and Youtube channels.

MONITORING VOLUMEHow it’s done

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External insights Eg. TweetReach, Klout

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EngagementHow people respond to your content

Clicks on your links, views of your article

Likes, comments, shares, on your status

Retweets, mentions, favourites

These will affect your other monitoring angles such as Volume. The more likes, posts, comments, shares a piece of content gets, the more your age grows, and the further your content reaches.

Good tools for monitoring engagement: Facebook Insights, Bitly.com, Klout.com, Wordpress statistics, Youtube Statistics.

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Qualitative Analysis of Facebook Posts

What makes Facebook content viral?

SENTIMENT

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Why are certain posts more viral than others?

How does emotion shape post virality?

How does content type shape post virality?

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Arousal Example

AngerUNICEF is outraged at the latest killing of 32 children - under the age of 10 - confirmed by United Nations observers, and the wounding of hundreds more in the village of Houla, near Homs.

Sadness“I live in the slums, where thieves and burglars roam even in daylight,” says 19-year-old Randrianarivelo from Madagascar.

InterestWatch how joint efforts between the Saudi Fund for Development and Unicef Pakistan are reviving the education system in Pakistan's Swat Valley.

Youth AdvocacyCaroline was a child participant at the 2002 Children’s Forum. In this video interview, she tells us what it was like to be there.

GWA EventAs aid agencies warn of a funding shortage for the crisis in the Sahel, actor and UNICEF UK Ambassador Ewan McGregor calls for more help for the…

Positivity Happy Cinco de Mayo! © UNICEF/NYHQ2011-1485/Friedman-Rudovsky

Empowerment Annour is on a crusade against cholera in Chad. Watch this and learn more!

AdorabilityWe’re bringing you to the Sahel, where these mothers and children are coping with the daily realities of malnutrition.

Classification of Emotions

Extreme negative

Extreme positive

Moderate Arousal

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Anger

Sadness

Interest

Youth Advoca

cy

GWA Eve

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Positivit

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Empowerment

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Average Engagement based on an aggre-gated score summing up likes, shares and comments per post

Extreme negative Extreme positiveModerate Arousal

Allocation of average Engagement on Emotions

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Classification of Content Types

TextVideo

Picture

Apps

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App Picture Text Video0

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Average Engagement based on an aggregated score summing up likes, shares and comments per post

Allocation of average Engagement on Content Type

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• The more emotional (extreme negative or extreme positive) the post, the higher the likelihood to receive engagement

• Extreme positive content is more likely to receive engagement than extreme negative content

Key findings

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• Pictures receive the highest engagement rates• Text, apps and video receive a fairly equal engagement rate

– Pictures with highly emotional messages are most likely to receive high engagement rates

– Videos with moderate emotional messages are most likely to receive lowest engagement rates

Key findings

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Part 2: Advanced Social Media Monitoring

Social Media Monitoring ToolsHow to measure your social media campaigns in 15 minutes

Monitoring and EvaluationDefining and measuring Key Performance Indicators (KPIs)

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Engaging Stakeholders through Social Media Conversations

Engage

Measure

Discover

Listen

External monitoring

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Set up multiple Google Alerts for your topics and campaigns. The alerts will get delivered directly to your email inbox at the frequency you indicate (e.g., daily or as they happen).

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Twitter lists are a helpful tool to follow influencers, journalists and peer organizations real time and on demand.

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Engaging Stakeholders through Social Media Conversations

Engage

Measure

Discover

Listen

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Interesting Content / Influencers / Topic Trends

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Social Mention is a social media search and analysis platform that aggregates user generated content from across the universe into a single stream of information.

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Engaging Stakeholders through Social Media Conversations

Engage

Measure

Discover

Listen

■ Ongoing Measurement■ Specific Measurement (events/campaigns)

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Generic Measurement:

Reach

Engagement

Sentiment

■ How many people like you on Facebook?■ How many people read your Blog?■ How many people follow you on Twitter?■ How many people watch your videos?

■ How many people comment, like or share your Wall posts?■ How many people link, comment or quote on your blog-posts?■ How many people retweet or mention your Tweets?

■ How do people feel about the type of content you are posting? ■ Are you generating enough concern? ■ Do they care enough to give you feedback?

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Facebook

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Engaging Stakeholders through Social Media Conversations

Engage

Measure

Discover

Listen

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Five characteristics for successful engagement:

■ Be real: Talk in a human voice, nurture one-to-on relationships and admit when you make mistakes.

■ Be relevant: It’s about the community and not UNICEF. Add value to discussions.

■ Be practical: Use common technologies, such as Slideshare.

■ Be patient: Relationships take time, don’t start asking for favours.

■ Be active: Engage often and regularly. Offer fresh content.