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Learn the top level view of how to implement a social media monitoring and listening program. For content, go to http://blog.socialmediahq.com
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The Definitive Guide to Social Media Monitoring
for Business
2 The Definitive Guide to Social Media Monitoring for Business
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Table of Contents_____________________________________
Introduction..................................................... 3
Research ......................................................... 4
Building Keyword Queries............................... 6
Tools................................................................ 7
Set Up & Daily Monitoring Tips....................... 8
Gathering Insights from "Listening"................ 9
Conclusion....................................................... 11
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Introduction_________________________________________
If you gotten this far in your social
media research process, you know
the importance of monitoring and
listening within social media. Maybe
you're not quite sure how to start or
are looking for advice on how to
leverage monitoring and listening.
Either way, this guide will give you an overview of what you will need to do in
order to gain business value from the conversations that are happening online.
Before we proceed, here is the difference between monitoring and listening in
social media:
Monitoring is the process of surveying conversations related to your
business and joining the conversation based on certain criteria in social
media guidelines laid out for employees.
Listening is gathering data within social media conversations and creating
trending reports that will provide actionable information for a business.
In the following pages, you will learn how to research topics, the tools available
(free and paid), build keyword phrases that will return accurate results, daily
monitoring routines that work, and create listening reports that will lead to
actionable insights.
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Research____________________________________________
Before you can begin to monitor and listen
in on conversations happening within social
media, you will need to conduct the proper
research. Otherwise, you will be guessing on
what YOU think people are talking about.
Most of the time these conversations are
not relevant to your goals. In addition, you
could be missing out on key insights from
conversations if you don't identify the topics
you need to focus on.
You will find that each research activity originates from traditional marketing.
Therefore, this should be the easiest part for traditional marketers. Which leads
to the observation that traditional marketing research is not dead and social
media monitoring and listening is not a replacement but a compliment.
Survey Your Customers
Make sure to develop a survey that will generate insight from customers. After
you have developed a survey, distribute it through e-mail, at check-out, at events,
on Facebook, your website, mobile texts, among other channels.
Once you have gathered enough data to report "statistically significant" results,
you can group each response into topic categories.
Frequently Asked Questions
Do you have customers that ask the same questions over and over again? These
are the types of questions that customer service should keep track of. If your
company does not keep track of each type of question, hold a company-wide
brainstorming session. Come up with a list of frequently asked questions, and
group each question into topic categories
5 The Definitive Guide to Social Media Monitoring for Business
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Research____________________________________________
Keyword Research
After you have grouped all research into topic categories,
you will need to start conducting keyword research, as
this will be the basis of your monitoring and listening
program. There are many free tools out there, and we
suggest using Google's Keyword Tool. The reason you
need to do keyword research using a search engine tool
is that keywords used in search queries are often used
within social media conversations. (would be an
interesting study).
Come up with a list of at least 10 keywords for each topic category. Some
examples of topic categories can be the following:
Brand Names
Key Executives
Product/Service Lines
Customer Service
Advertising
Sales Opportunities
Your categories don't necessarily have to be set up this way, but it is important
nonetheless to create direction for your monitoring/listening program.
Once you have all the proper topics set up, now the fun (yet tedious) process
begins. Building the raw keyword queries to insert into your monitoring and
listening tools.
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Building Keyword Queries ______________________________
The nuts and bolts of your social media monitoring/listening
program is building the individual keyword queries. While this
process is often tedious, it is necessary to get your program
started. In order to build a keyword query, you will need to
become familiar with Boolean language.
Boolean Language Explained
Boolean language is a logic formula developed by British-born Irish
mathematician George Boole. It refers to the logical relationship among
keywords.
So if you are searching for cat food and cat toys, and you only want to see results
that are relevant to BOTH of these keywords, you add what is called a Boolean
operator to your search. For this example, the search query would be "cat food
AND cat toys". AND is the Boolean operator, and you will be served more relevant
results using this approach.
The same concept relates to monitoring and listening. Imagine if you are a sports
retailer in Philadelphia, Pennsylvania, and you want to monitor only the
conversations that are happening in your local market. If you monitored "sports
equipment", you would be served millions of untargeted results. Now if you use a
Boolean operator within your keyword query, it would look like this, "sports
equipment AND Philadelphia". The results will be more targeted to your local
market.
Based off of your initial topic categories and keywords, start building more
complex search queries using Boolean language. Create an excel sheet to keep
track of all the categories and keyword queries.
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Tools_______________________________________________
Free Tools
There are many free tools on the market place that you can use to monitor your
brand. These tools are excellent for online reputation management and quick
response. All you have to do is enter a specific keyword query, and some will
allow you to add a location and other parameters. Here are some free tools for
you to consider:
Google Alerts
Twitter Search
Social Mention
Addictomatic
Ice Rocket
Topsy
Paid Tools
If you are interested in tapping into social media conversations for market
insights, then you will need to consider a paid tool. The benefit of these types of
tools is that you can customize reports according to your needs, and they present
a broader view of what is being talked about. Some tools for you to consider are:
Radian6
Sysomos
Alterian SM2
Collective Intellect
Lithium
Attensity360
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Set Up & Daily Monitoring Tips__________________________
Now that you have done your research, built keyword queries, and chosen your
tools, now is the time to set up your keywords in the tools and begin monitoring
on a daily basis.
3 Steps to Proper Set Up of Keyword Queries
Make sure that your keywords are in an excel document, separated
by topic.
Import or copy-paste the keyword queries into the
monitoring/listening tool that you have chosen.
Wait a day to see if results come in. If they don't come in, try
adjusting the keyword query (hint: try adding a negative Boolean
Operator)
3 Daily Monitoring Tips
Check first thing in the morning
Have a crisis plan in place
Route items for response to appropriate people/departments OR
respond yourself
Prioritize response speed depending on social media guidelines.
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Gathering Insights from "Listening"______________________
If your company is striving for customer-centric products and services, there is no better
place to look than the social web. The amount of data that the internet produces
everyday is astonishing. And yes, social media conversations are considered data.
The reason for this is that technology is in a position
to measure and chart out conversations in many
types of formats. Some questions that you might ask
are Who are my customers, Where are they talking,
What are they talking about, Why are they talking
about that, How are they talking, and When are they
talking. Marketers are in the beginning stages of
truly understanding and answering each of these
questions through technology. Let's explain below:
Demographics (The Who): Data is being aggregated across multiple social networks,
including information about the people who interact on all the social networks on the
web. Don't worry about your privacy though, as these social networking giants have the
business obligation to keep your personal information safe, and if they ever did
personally identify you, it is because you opted-in to allow them to do so.
Channels (The Where): Each of your conversations originate on a unique social network.
The social media listening tools will separate each conversation into a bucket, so you
can see what network is hosting the most conversations about the specified keywords.
Semantics(The What and Why): We are only in the beginning of semantics, but it is the
ability to map themes and the meaning of conversations.
Sentiment (The How): Over time, computers have been taught to recognize emotions
(positive, negative, positive) within strings of keywords within conversations.
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Gathering Insights from "Listening"______________________
Conversation Trends (The When): Conversations naturally have a shelf life, so it is
another data point that your company will need to look at. For example, say you
are retailer. You might want to look at how early people start talking about
Christmas gifts. This help shape your marketing calendar for the upcoming holiday
shopping season. This is an obvious example, but you can relate this to your own
business, whether it is seasonal or not.
Now what can you use all of this insight for?
Product launches
Reactions to advertising
Optimizing spend on effective social channels that are driving conversation
Measuring customer satisfaction
PR crisis prevention
Plus many other aspects of your business
Use social media listening as a complement to your current market research, and
you will find that many of the insights that you gain from listening will fill in the
gaps of traditional research.
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Conclusion__________________________________________
Whether you're performing online reputation management or market research,
social media monitoring and listening is a critical part of a social media program.
In fact, without it, you are missing out on a huge opportunity for your business to
generate leads, customers, and to improve the way you do business.
Now go out there and open your ears to the sea of conversations!
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Next Steps________________________________________
If you are interested in growing your business online, contact Social Media HQ today to start
the discovery process.
P.S. If you liked this guide please share it with your colleagues, friends, family,
or whoever you think might find value in it. Click on one of the share buttons
below:
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Photo Credits________________________________________
Pg. 3 - PR2020
Pg. 4 - KOC.Wikia
Pg. 5 - Get Elastic
Pg. 6 - UCLA Library
Pg. 7 - Social Conversations
Pg. 9 - Creative Triage