Chapter7d McHaney


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Chapter7d McHaney

  1. 1. Web 2.0 and Social Media for BusinessChapter 7: Social Buzz and Viral Phenomena: Part D Roger McHaney, Kansas State University
  2. 2. Tracking Social Interest• Use of social media is inexact• Creating content and posting it can be controlled but what happens after is not predictable• What may happen with postings or community interaction can be derived by tracking social interest• Tools have been created to help monitor social media activity and detect the attitude toward a brand, product, or organization• Social interest tools are competing for leadership and use a variety of approaches• Each tool provides different social measures
  3. 3. Tracking MentionsMentions canbe posted to aservice such asScoop.It(
  4. 4. Challenges of TrackingTrying to track every social mediamention related to an organization canbe daunting and may not becompletely possible. The combinationof keywords, abbreviations, foreignlanguage translations and so forthmakes it very hard to anticipate everyway an organization, brand, product,employee and related entity might bementioned by anyone, anywhere.Budgetary constraints are a reality for allbusinesses and impact tracking efforts.
  5. 5. Trackable Links Provide Analytics
  6. 6. Social MentionWeb site-based socialmedia searchand analysisplatform thataggregatesusergeneratedcontent into asingle streamof information
  7. 7. Social Mention (con’t)Monitors more than100 social mediaWeb sites includingTwitter, Facebook,Digg, WordPress,Google, andYouTube. Its sourcescome from blogs,microblogs,bookmarks,comments, events,images, news,video, audio, Q&A,and networksSocial Mention providesmeasures of passion, ofwhether the mentions arepositive or negative, andwhich keywords are mostrelated to the mentions
  8. 8. is aplatform formeasuring socialmedia buzz inreal time. Itdownloads to aPC or Mac ratherthan runningfrom within abrowser.
  9. 9. Mention.netMention provides avariety of free andpaid services forbusinesses. Itmonitors social andtraditional media,and provides smart,anti-noisetechnology. Users‘teach’ system toignore particulartypes of mentionsthat are not ofinterest. Mentionprovides the abilityto send out livealerts and toautomate particularaction (e.g.retweets orreposting material)
  10. 10. Web site
  11. 11. is anew social mediabuzz search tool.Permits users to tracktopics tailored tomatch businessinterests. Uses blogentries, Twittermentions, newsstories, images, audioclips, videos, tags,social bookmarkingservices and othersocial media.
  12. 12. Klout – Influence MeasureKlout takes a different approach to understanding social buzz bydeveloping a measure of online influence. It provides insight on thefollowing (Klout, 2012):Do others trust your opinions online?What topics are you the most influential on?How do you compare with your friends?
  13. 13. Klout – Influence MeasureKlout uses metrics from interactions within Twitter, Facebook andother social media. Then looks at reach (e.g. audience size) andamplification (e.g. how others reuse and interact with postedmaterial and tweets) and network (measure of connectedcommunity’s overall influence).
  14. 14. KloutAnalysisKlout provides data regarding connections and allows a business tounderstand who they influence or who their competitors influence.Understanding how online information flows and which sourcesprovide the most influence becomes possible. This can becomeexcellent business intelligence that will help guide the direction offuture social interactions.
  15. 15. Social Interaction Style
  16. 16. Other Measures
  17. 17. Other Measures (con’t)
  18. 18. SummaryViral activity can result in a ripple effect where a Tweet is passed in ever-widening circles.Social media such as StumbleUpon and Reddit can enable even broader exposure toposted content.New visual and mobile device focused content can be posted on social media Web sitessuch as Tumblr, Pinterest, and Foursquare.Businesses are interested in understanding viral phenomena and how particular content isreceived, discussed, and used by its stakeholders.Social media buzz measurement tools can provide metrics and benchmarks for determiningthe types of posts, comments, videos, and content which exert the most influence.Tools such as Social Mention, WhosTalkin, Mention, and Klout decipher the complexities ofsocial media activity and provide a framework to enable businesses to better target theircommunications and improve effectiveness.
  19. 19. Slide Media from:Slides Prepared by Professor Roger McHaneyKansas State University PresenterMedia.comTwitter: @mchaney support@presentermedia.comBlog: http://mchaney.comEmail : 4416 S. Technology Dr Sioux Falls, SD 57106