Transcript
Page 1: Social Media Monitoring basics: Who is your Audience? & Free tools

Social media monitoring: Audiences

Professor Matthew Kushin, PhDShepherd University | Department of Mass Communication | 2012

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PR & Social Media

PR seeks to Understand existing perceptions. Build positive, mutual relationships with publics.

So, many PR professionals monitor what people say about their clients on social media!

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Strategic Campaign Stages

Research

Planning

Execution

Evaluation

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First things First

Before we do ANYTHING on social media we must first know who we’re targeting!

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Success

Is about listening to & understanding your audience

Image: Laverue

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Questions to investigate

Who is talking about us?

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 we’re doing effective?

Image: Laverue

Today’s Focus

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2 audiences really…

Who is talking about us?

Who do we wish to target (e.g., who do we want to be talking about us)? Publics: Young adults, high school athletes, mothers

of young children in the county, etc.

Today’s Focus

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Imagine you work for a PR company promoting a brand:

What type of questions might we want to know about an audience?

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Starting Questions: Who is your audience?

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?

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

Facebook, YouTube, G+, Twitter, etc

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Where?

Example Scenario: Popular restaurant chain teams up with county

schools Campaign targeting middle school and high school

teens to exercise three days a week. Social media strategy targets: Twitter, Facebook,

MySpace

Problem?

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How do we monitor?

2 popular ways: Monitoring the “real time web” Exploring “trends” on the social web

Today’s Focus

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1: Real Time Web

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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

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Most Popular “ream time” search

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Audience Profile: Twitter

Who are they?!

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Real-Time Web

Beyond Twitter: SocialMention – indexes blogs, images, microblogs,

news, events, etc.

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Real-Time Web

Beyond Twitter: Topsy.com – indexes tweets, Google+, photos, links,

video

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Digging Deeper: Other Profile Search Tools

Twitter profiles are limited… G+ is much more robust Google Plus search: http://gplussearch.com/

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Audience Analysis Competition

You’ve just been hired to help launch a new PR campaign

But you don’t know about who uses their products!!

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Goal

Answer the question: Who is the type of person who talks about this

brand and its product?

Your team’s goal is to create the most comprehensive profile as possible!

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Mini Example! Audience Profile

Young people; socially active; diverse interests & locations

Influencers

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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

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Discussion

Who uses Burt’s 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?


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