Social Media Monitoring

Social Media Monitoring

https://www.youtube.com/watch?v=_e63moYZYG8

History of Social Media Monitoring

The earliest adopters of social media monitoringwere public relations and advertising agencies,who used this monitoring as a means to detectnegative comments posted to the social webabout their clients. These agencies were keen tohead off potential PR nightmares resulting fromunhappy consumers.

Tracking

Social media tracking is the process of finding and following content on the social web. Given the size and continued growth of the social web, finding specific content on it can be a daunting task.

To effectively find a relevant content on the social web, use five steps approach:

• Choose Focus Areas: by defining what is being sought in detail.

• Select Target-rich Platforms: by choosing the specific media platforms where the target audience heavily participates.

• Identify the Appropriate Keyword and Phrases: by studying how people actually describe brand or other topics.

• Restrict or Widen the Search: by using Boolean operators, such as AND, OR, and NOT.

• Adjust Searches: by realizing that searches often do not produce the desired results, marketers can refine their search.

Measuring

The reliability of social media measurement is a topic of debate, withsome pundits questioning its accuracy. The notion that somemarketing initiative cannot be accurately accounted for is alongstanding one.

According to the Social Media Marketing Industry Report. Thenumber one question that over 3,300 social media marketers wantanswered is “How do I measure the effectiveness of social media?”Clearly, there is a lack of consensus on how to answer this question,and that lack explains why less than one out of seven companiesmeasured their return on investment for social media marketingduring the first two years of implementation.

What is Social Media Measurement?

Is the determination of the volume of contentand the sentiment toward a brand or topic onthe social web. The number of posts, comments,tweets, retweets, likes, and follows arequantitative metrics, while mentions,comments, conversations, and feedback about abrand are examples of qualitative metrics.

How to Measure Social Media Engagement

https://www.youtube.com/watch?v=gVoD6gtQoKA

How to Measure Social Media?

Quantitative and qualitative metrics are called KeyPerformance Indicators. A key PerformanceIndicator (KPI) is a social media metric that indicatesthe process of strategies in achieving goals.

• Quantitative KPIs measure return on investmentfrom social media marketing efforts.

• Qualitative KPIs assess the impact of social mediamarketing activities on “soft” goals, such as brandawareness, influence, and engagement.

Quantitative Social Media Measuring

Is a methodology that focuses on countingthe volume of specific type of content on thesocial web.

Examples of SMART goals and relevant

quantitative KPIS for popular platforms

TWITTER:

20% growth in the number of followers withinthirty days.

30% growth in the number of retweets withinthirty days.

15% increase in visits to website from tweet linkswithin thirty days.

Facebook:

20% growth in the number of fans within fivemonths.

30% growth in the number of comments withinfive months.

20% increase in the number of comments and likes.

YOUTUBE:

30% growth in the number of videos viewed withinthree months.

20% growth in the number of unique visitors withinfour months.

10% increase in the number of subscribers tocompany channel within four months.

Qualitative Social Media Measuring

Is the process of accessing the opinions and beliefs about a brand.

A number of Key Performance Indicators are available for measuring thequalitative performance of social media marketing activities. The mostinfluential qualitative KPI is sentiment analysis.

Sentiment analysis, or opinion mining, uses computer algorithms toautomatically detect the basic mood, attitudes, or emotions of thecreators of content on the social web. Typically, sentiment analysisclassifies social media opinions about a brand as positive, neutral, ornegative.

Companies benefiting qualitatively bound

- Starbucks spawns many new product ideas byasking customers what they want from thecoffee giant.

- TurboTax uses Twitter to provide answers toquestions during key tax season, thus helpingestablish themselves as authorities in its fieldand creating a trusted brand.

- Home Depot uses Twitter and its employees tooffer technical support to customers.

Evaluation

Evaluation is the process of interpreting date once it hasbeen measured with the intention to derive insights andunderstanding form it. Just measuring the impact ofsocial media activity is insufficient, measuring only gainsmeaning through analysis. Such analysis enablesmanagement to determine whether social mediastrategies are achieving an organization`s goals.

Evaluation is where many organizations come up short,failing to connect the dots between social media,metrics, strategies, and business goals.

Activities

• What is Social Media Tracking?

• What is Social Media Measurement?

• A key Performance Indicator (KPI)

• What did you learn from this presentation?

Thank you