Class lectures for Comm 399: Fundamentals of Social Media, Fall 2012, Department of Communication, Shepherd University.
Text of Social Media Monitoring basics: Who is your Audience? & Free tools
1. Social media monitoring:Audiences Professor Matthew Kushin, PhDShepherd University | Department of Mass Communication | 2012
2. PR & Social Media PR seeks to Understand existing perceptions. Build positive, mutual relationships with publics. So, many PR professionals monitor what people say abouttheir clients on social media! 3. Strategic Campaign Stages Research Planning Execution Evaluation 4. First things First Before we do ANYTHING on social media we must first knowwho were targeting! 5. Success Is about listening to & understanding your audienceImage: Laverue 6. Questions to investigate Who is talking about us? Todays Focus What are they saying about us? What are attitudes about us? How are these people influencing the conversation? (How) are we influencing the conversation? Is what were doing effective? Image: Laverue 7. 2 audiences really Who is talking about us? Todays Focus Who do we wish to target (e.g., who do we want to be talkingabout us)? Publics: Young adults, high school athletes, mothers of young children in the county, etc. 8. Starting Questions: Who is youraudience? Where do they live? Where do they work? What do they do for fun? What is their lifestyle? Where do they hangout when not at work? Where do they hangout when online?Facebook, YouTube, G+, Twitter, etc What types of conversation are they having? Are they talking with your partners? With your competition? How much money do they make? What is their lingo? Tone? Casual? Professional? Source: 8 Things You Must Know About Your Audience to Inspire & Connect In Social Media by Pam More 9. Where? Example Scenario: Popular restaurant chain teams up with county schools Campaign targeting middle school and high school teens toexercise three days a week. Social media strategy targets: Twitter, Facebook, MySpace 10. How do we monitor? 2 popular ways: Monitoring the real time web Todays Focus Exploring trends on the social web 11. 1: Real Time Web 12. Tap into the discussion! Real-Time Web Search Is: Process of searching for information as it is created Use: What are people saying RIGHT NOW about a topic Opinions / attitudes/ feelings / experiences 13. Most Popular ream time search 14. Audience Profile: TwitterWho are they?! 15. Real-Time Web Beyond Twitter: SocialMention indexesblogs, images, microblogs, news, events, etc. 16. Real-Time Web Beyond Twitter: Topsy.com indexes tweets, Google+, photos, links, video 17. Digging Deeper: Other Profile SearchTools Twitter profiles are limited G+ is much more robust Google Plus search: http://gplussearch.com/ 18. Audience Analysis Competition Youve just been hired to help launch a new PR campaign But you dont know about who uses their products!! 19. Goal Answer the question: Who is the type of person who talks about this brand and its product? Your teams goal is to create the most comprehensive profileas possible! 20. Mini Example! Audience Profile Young people; socially active; diverse interests & locations Influencers 21. Activity Part A: Gather Data and post to Team Google Doc Part B: Use this data to answer the questions on the Handout. Class Discussion Turn in handout @ end of class 22. Discussion Who uses Burts Bees? How might this information be helpful to us as a foundation? Where can we go from here? What else can we start to learn?