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Setting Up a Social Media Monitoring System

Dr. Jim Hamill Alan StevensonVincent Hamill

www.energise2-0.com

Autumn, 2011

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A quick look at some free tools

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Social Mention

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Social Mention

• Strength: is the likelihood that your brand is being mentioned online, “mentions in the last 24 hours divided by total mentions

• Sentiment: is the ratio of mentions that are generally positive

• Passion: is the likelihood that individuals talking about your brand are doing so repeatedly (repeat authors)

• Reach: is the range of influence, it is the number of unique authors referencing your brand by the total number of mentions

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Topsy

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Use

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Create Your Own Social Media Monitoring Tool

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Steps

A number of steps are required in order to create a Social Media Monitoring Tool for your business...

A. Create a Google Reader Account

Go to https://www.google.com/accounts/NewAccount?service=reader and complete the form indicated

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B. Identify your key search terms

– Relevant roots• Products• Company name• Brand names• Key staff• Industry

– Other Parameters• Geography• Qualifiers

– Filter out noise• Not phrases

1. Morrisons + Hauliers (rather than Morrisons)

2. Visited + “Loch Fyne Seafood” + Scotland

3. Cruise + Clothes –Tom –Liner

Save your Search terms to a Notepad or in Excel

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C. Find Relevant Subscriptions•Go to www.topsy.com, relevant blogs or other SMM tool•Make relevant searches using your key search terms•On Returns page, subscribe to the feed

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D. Add to Google Reader•Click Subscribe to RSS •Follow choices provided

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You can also copy the url and enter directly into Google Reader

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E. Manage Subscriptions in Google Reader

•Go to Google reader•Click Settings and then Subscriptions•Add a new Folder (create folder called FOLDERNAME)•Move new subscriptions to FOLDERNAME

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F. Monitor Your River of News

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G. Create your own workflow

Using Google Reader, you can share a username and password and all access the River of News. Google Reader will allow you to assign more important posts through the following functionality: a)Add Star b)Add Tagc)Share by Emaild)Keep Unread

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• You can also search within a label or Starred Items for keywords, as follows:

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G. Publish Your Feeds or Import Elsewhere• Although, what we have covered could be considered a good

enough means of monitoring Social Media for relevant comments – you can also make your results public, import as RSS feeds or as an xml feed.

Extract Feed from Google Reader

• Click Folders and Tags• Scroll to relevant folder• Click to make Public

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View Public Page (via link)

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Import into Microsoft Excel

• Click on Atom Feed (right click to “copy link location” and paste in notepad)

• Add the following to the end of Url in notepad ?n=300 • In Excel– Create new worksheet– Click Developer tab– Click Source– Click xml maps (rhs)– Add Map

•Copy address from notepad (as indicated above) and click OK•On XML Source click options and ensure Preview on Task Pane is highlighted•Drag and Drop relevant tabs (ns1:title ns1:published href ns1:content ns1:name)•You now have the basis of your River of News - Save as

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Manage Data in Excel• Go to feed area and click anywhere on sheet• Click Developer Tab and Refresh Data• Go to Data Tab and Remove Duplicates (highlight Publish

date)• Highlight top row and Add Filters• Highlight all and click General (on drop down)• Click on Content filter and search for phrases…• Copy actionable insights• Add more subscriptions, refresh feed, repeat from step 2

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View Google Reader in Other Readers

View your Google Reader Feeds in desktop-based RSS readers • Try a tool like RSS Owl http://www.rssowl.org/ • Provides built-in workflow functionality• Allows export to html and export to other formats• Similar tagging and sharing functions as Google Reader

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H. Start Monitoring: Create a Virtuous CycleRemember why you are doing this! • Look for actionable insights– Market, competitor and customer insight– Sales opportunities– Content opportunities– Identify reputation issues

• Subscribe to key sources directly e.g. a great forum or blog• Refine and review on an ongoing basis– Are you getting enough insights?– Are you creating enough buzz?

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Thank You and Questions

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Dr. Jim Hamill Alan StevensonVincent Hamill

www.energise2-0.com

Autumn, 2011