Socialmediamonitoring

Basics,opportuni4es&limita4ons

StefanEvertz/Cortexdigital

Iam...StefanEvertzDigitalConsultant(Cortexdigital,Cologne)Topics•  Digitalstrategy•  Socialmediamonitoring

–  Assistancefortoolselec4on–  ToolSetup,op4miza4on&analysis

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Socialmediamonitoring

Webanaly4csSocialmediaanaly4cs

Socialmediamonitoring

Publishing

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Engagement

Socialmediamonitoring

•  Usuallydonesupportedbytoolsduetothelargeamountofdata

•  Toolsarecrawlingthewebtofindallpublicmen4onsmatchingthephrase/searchqueryused

•  DifferencetoGoogle:Googletriestoshowthemostrelevantresults,whilemonitoringtoolstrytoshowthenewestresults(orbasedonaprovided4meaxis/4meline)

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Neverforget...

•  Goals•  Strategy•  Channels/plaTorms•  „Facebookisnostrategy.“•  „Itisnogoaltoachieve10.000fansatFacebook“

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Contentstrategycycle

Analy4cs/Monitoring

(Content)Strategy

Produc4on/Publishing

Engagement

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Scenarios•  Referencemeasurement/Buzz•  Iden4fica4on

–  Influencers–  HotSpots–  Topics–  Sen4ment–  Networks

•  Engagement•  Publishing•  Op4miza4on/Analy4cs•  Documenta4on

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#refugeecrisis(1/2)

•  Sedng„Digitalrefugees“– Objec4ve:Analyze/an4cipaterefugeemovementinEurope

– Mostimportantelements:Smartphone,Wifi/mobilenet,power/electricity

–  ResearchpriortoescapeusingGoogle/GoogleMaps– Usedchannels/plaTorms:Mostlynon-public(Whatsapp,Othermessengers,closedFacebookGroups)

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#refugeecrisis(2/2)

•  Cri4calaspects–  Accesstoonlinecommunica4onnotpossible(basedonlegal/technicalissues)

–  Limitedlanguagecoverage(tools/analysts)–  Limitedgeographicalcontext(geodata)– Mediumtohighpropabilitythatrefugeesare„encryp4ng“theirpubliccommunica4on(notalwaysinten4onally)

•  Reachableobjec4ve?No.

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Socialconversa4ons(1/2)

•  Sedng„Regionalconversa4ons“– Objec4ve:Analyzeregional/localconversa4ons,e.g.inordertoan4cipatecri4caltopicsandsitua4ons(tosupportmissionsinforeigncoun4res)

–  Regionallydifferentinternetusage/coverageofmobileinternet

–  Regionallydifferentpopularityofnetworks– Mixtureofregionallanguages(e.g.Pashto/Dari)

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Socialconversa4ons(2/2)•  Cri4calaspects–  Accesstosocialmediacommunica4onmostlynotpossible(basedontechnicalissues,e.g.Facebook)

–  Limitedlanguagecoverage(tools/analysts)–  Limitedgeographicalcontext(geodata)–  Dependingonregion/languagehighcostsfortoolsandanalysts(commercialtoolsarefocussedonlargeregions/languageareas)

•  Reachableobjec4ve?Maybe.

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•  StefanEvertz(@hirnrinde)

•  Cortexdigital,Cologne•  cortexdigital.de

•  www.MonitoringMatcher.de

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Thanksforyouralen4on!Ques4ons?

Socialmediamonitoring