Abbas Alidina @ AbbasAlidina AbbasAlidina.com

Abbas Alidina@AbbasAlidinaAbbasAlidina.com

Social Media Monitoring

Why Measure Social Media?

Exercise: Understanding Customers

Why do customers interact with you on social media?

1.

2.

3.

4.

5.

IBM Social Media Study

The Social Media Perception Gap

Social Monitoring

and

Social Analytics

Social Monitoring and Social Analytics

SocialMonitoring

SocialAnalytics

Social Monitoring

SocialMonitoring

SocialAnalytics

What Will We Cover?

About UsGrow Bigger Ears

What Will We Cover?

About UsBig Data

BIG DATA

What Will We Cover?

About UsBig Data

The Social Consumer

We are now a society ofmulti-taskers

and multi-screeners

The Social Consumer

Credit: Google report “The New Multiscreen World”

Word of Mouth

Audiences with Audiences.

The Conversation Prism

Case Study: Airline on Twitter

Identify Your Listening Posts

Social Media Command Center

5 Questions Social Monitoring Helps You

Answer

1) Where Do People Talk About Us?

2) What Do People Say About Us?

3) What is the Market Perception of our Brand?

3) What is the Market Perception?

4) Is a Social Media Crisis About to Happen?

4) Is a Social Media Crisis About to Happen?

5) How Do We Compare to Competitors?

What Should You Measure?

Exercise: Social Monitoring

What Metrics/KPI’s should you measure in Social Monitoring?

1.

2.

3.

Social Monitoring Metrics/KPI’s

You could measure the following:

• Number of mentions of your brand• By source• Over time• By location

• Sentiments• Positive, negative or neutral

• Share of voice• Your mentions vs. competitor mentions• Your sentiment vs. competitor sentiments

Social Listening Tools(Sentiment Analysis: Text

Analytics)

How Does It Work?

Sentiment Analysis: Text Analytics

Google.com/Alerts

Search.Twitter.com

Socialmention.com

Radian6

Brandwatch

Sysomos

Social Listening Tools(Sentiment Analysis: NLP)

How Does It Work?

Sentiment Analysis: Natural Language Processing (NLP)

Crimson Hexagon

Synthesio

Social Listening Tools(Emotion)

How Does It Work?

Emotion: a single message can carry many emotional signals.

Kanjoya Crane

Behavior Matrix

About UsSocial Listening Considerations

• Most Social Listening Tools are based on Text Analytics (Radian 6, Brandwatch)

• Some tools use Natural Language Processing (Crimson Hexagon, Kanjoya Crane)

• Sentiment Analysis can be highly inaccurate, because it cannot understand emotions/sarcasm/etc. (The next wave of listening tools will include emotional analysis)

• Multilingual sentiment fails when there are multiple scripts (Pakistan: Urdu Script, Romanized Urdu, English, Pashto and Others)

Solution: Analyze sentiment manually in Excel!