Chapter9d McHaney 2nd edition


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Web 2.0 and Social Media for Business Textbook 2nd Edition Powerpoint Slides

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Chapter9d McHaney 2nd edition

  1. 1. Chapter 9: Social Buzz and Viral Phenomena: Part D Web 2.0 and Social Media for Business 2nd Edition 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 Mentions Mentions can be posted to a service such as Scoop.It (
  4. 4. Challenges of Tracking Trying to track every social media mention related to an organization can be daunting and may not be completely possible. The combination of keywords, abbreviations, foreign language translations and so forth makes it very hard to anticipate every way an organization, brand, product, employee and related entity might be mentioned by anyone, anywhere. Budgetary constraints are a reality for all businesses and impact tracking efforts.
  5. 5. Trackable Links Provide Analytics
  6. 6. Social Mention Web site- based social media search and analysis platform that aggregates user generated content into a single stream of information
  7. 7. Social Mention (con’t) Monitors more than 100 social media Web sites including Twitter, Facebook, Digg, WordPress, G oogle, and YouTube. Its sources come from blogs, microblogs, b ookmarks, commen ts, events, images, n ews, video, audio, Q&A, and networks Social Mention provides measures of passion, of whether the mentions are positive or negative, and which keywords are most related to the mentions
  8. 8. is a platform for measuring social media buzz in real time. It downloads to a PC or Mac rather than running from within a browser.
  9. 9. Mention provides a variety of free and paid services for businesses. It monitors social and traditional media, and provides smart, anti- noise technology. Users ‘teach’ system to ignore particular types of mentions that are not of interest. Mention provides the ability to send out live alerts and to automate particular action (e.g. retweets or reposting material)
  10. 10. Web site
  11. 11. is a new social media buzz search tool. Permits users to track topics tailored to match business interests. Uses blog entries, Twitter mentions, news stories, images, audio clips, videos, tags, soc ial bookmarking services and other social media.
  12. 12. Klout – Influence Measure Klout takes a different approach to understanding social buzz by developing a measure of online influence. It provides insight on the following (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 Measure Klout uses metrics from interactions within Twitter, Facebook and other social media. Then looks at reach (e.g. audience size) and amplification (e.g. how others reuse and interact with posted material and tweets) and network (measure of connected community’s overall influence).
  14. 14. Klout Analysis Klout provides data regarding connections and allows a business to understand who they influence or who their competitors influence. Understanding how online information flows and which sources provide the most influence becomes possible. This can become excellent business intelligence that will help guide the direction of future social interactions.
  15. 15. Social Interaction Style
  16. 16. Other Measures
  17. 17. Other Measures (con’t)
  18. 18. Summary Viral 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 to posted content. New visual and mobile device focused content can be posted on social media Web sites such as Tumblr, Pinterest, and Foursquare. Businesses are interested in understanding viral phenomena and how particular content is received, discussed, and used by its stakeholders. Social media buzz measurement tools can provide metrics and benchmarks for determining the types of posts, comments, videos, and content which exert the most influence. Tools such as Social Mention, WhosTalkin, Mention, and Klout decipher the complexities of social media activity and provide a framework to enable businesses to better target their communications and improve effectiveness.
  19. 19. Slide Media from: 4416 S. Technology Dr Sioux Falls, SD 57106 Slides Prepared by Professor Roger McHaney Kansas State University Twitter: @mchaney Blog: Email :