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


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Class lectures for Comm 399: Fundamentals of Social Media, Fall 2012, Department of Communication, Shepherd University.

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  • What are things you’d want to know about what people are saying about your brand?We’ll look @ 3 things:
  • Let’s write on the board a list.
  • These are recommended by Pam More – of course there are other possibilities.
  • This is based on a real-world example I’m familiar w/. I made changes to protect the innocent.Middle school kids aren’t on Twitter. So the efforts were wasted.
  • Is Twitter!
  • As a simple example, Take a hopefully innocuous subject like “lacrosse”Prompt them – how else could this be helpful for PR?
  • Products – breakfastSentiment – positiveAudience - influencers
  • Show them how to do a screen grab. Break away and come back.
  • Social Media Monitoring basics: Who is your Audience? & Free tools

    1. 1. Social media monitoring: Audiences Professor Matthew Kushin, PhD Shepherd University | Department of Mass Communication | 2012
    2. 2. 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!
    3. 3. Strategic Campaign Stages Research Planning Execution Evaluation
    4. 4. First things First Before we do ANYTHING on social media we must first know who we’re targeting!
    5. 5. Success Is about listening to & understanding your audience Image: Laverue
    6. 6. Questions to investigate Who is talking about us? Today’s 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 we’re doing effective? Image: Laverue
    7. 7. 2 audiences really… Who is talking about us? Today’s Focus 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.
    8. 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. 9. 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
    10. 10. How do we monitor? 2 popular ways:  Monitoring the “real time web” Today’s Focus  Exploring “trends” on the social web
    11. 11. 1: Real Time Web
    12. 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. 13. Most Popular “ream time” search
    14. 14. Audience Profile: TwitterWho are they?!
    15. 15. Real-Time Web Beyond Twitter:  SocialMention – indexes blogs, images, microblogs, news, events, etc.
    16. 16. Real-Time Web Beyond Twitter:  – indexes tweets, Google+, photos, links, video
    17. 17. Digging Deeper: Other Profile SearchTools Twitter profiles are limited… G+ is much more robust  Google Plus search:
    18. 18. 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!!
    19. 19. 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!
    20. 20. Mini Example! Audience Profile  Young people; socially active; diverse interests & locations Influencers
    21. 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. 22. 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?