#fails in media montitoring - social media week berlin 2013
DESCRIPTION
We hosted a session to talk about what reliably goes wrong in social media monitoring and what might become better soon.TRANSCRIPT
#fails in (social) media monitoring
Patrick BunkFounder & CEO
about uberMetrics
Law/Compliance
Finance Consumer!Data/SCRM
Customer!Support
Social TV Supply Chain
Market research/Strategy
Newsdesk/Reach
API High Throughput Data Mining
(SOCIAL) MEDIA MONITORING
Twitter Tumblr Blogs Foren Google� Facebook TV/Radio News Youtube Flickr Web Print
What monitoring basically does
#fail 1 - Why didn‘t you find THIS?
Sources•Social Networks (Facebook, G+, LinkedIn)
•Blogs (Blogger, LiveJournal, Wordpress)
•Microblogs (Tumblr, Twitter)
•Boards (4chan, reddit)
•Consumer (dooyoo, ciao)
•Video (Youtube, Vimeo)
•Photo (flickr, SmugMug, Photobucket)
•News (techcrunch, theverge)
•Obscure selfritten HTML-monsters
So then fix your sources?
Fixing!•find new sources!•use relevant and known sources!
•RSS-Feeds•APIs (Tumblr, Facebook, G+)•Crawlers
•Always check for TOS, Logins and robots.txt
Robots.txt
communication-volume about 12 years ago#fail 2 - Volume
60
Seconds onlineby Qmee & myclever agency
communication-volume right now
Filter!
# fail 3 - Filter
Filter•Keywords
text-extraxtion
Englisches Beispiel SEO SPAM
Automatically generated Content
Filter•Keywords
•Language, Countries, Geolocations
Filter•Keywords
•Language, Countries, Geolocations
•Media Segments
Fail segmentation
Segmentation
Filter•Keywords
•Language, Countries, Geolocations
•Media Segments
•Sentiment
Filter•Keywords
•Language, Countries, Geolocations
•Media Segments
•Sentiment
•Relevance
Filter•Keywords
•Language, Countries, Geolocations
•Media Segments
•Sentiment
•Relevance
•Authors
•Domains (Visitors, Impressions)
#fail 4 - 10.000+ Mentions
How to handle10.000+ Mentions?
Alternative 1 do 500 a daymaybe pay someone
Alternative 2only read the onces relevant judged by content
judged by domain
judged by author
judged by backlinks
Backlinks
#fail 5 - law
Law-Restrictments
•Profiling
•Information privacy
•LSR (related rights)
•different laws in different
countries
Any #wins
to expect?
#wins in the future
•Better KPIs (SEO)
•Better KPIs (Reach)
•Incident-Clustering
•Comment-Extraction
•Usability and Performance
Thank you for your time