Social Media Mapping: Tools for a Social Audit


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Every busienss, large or small, needs to understand the landscape in which they operate. It's vital to know who your customers are, where they are active in social networks, what they talk about and who they're connected to. The same goes for employees, the media and bloggers. These tools will help you to map your social graph and discover insights that can drive your strategy.

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Social Media Mapping: Tools for a Social Audit

  1. 1. Social Media Mapping Visualize your organization’s social media landscape foreffective social media monitoring and measuring Sally Falkow APR
  2. 2. Environmental Scanning Exploring and interpreting the environment or climate in which you operate in order to better understand the nature of trends and the drivers of change and their likely impact on your organization
  3. 3. Stakeholders
  4. 4. Social Audit
  5. 5. Value of Listening Customer Insights R&D New Markets Brand Positioning CompetitiveIntelligence
  6. 6. Create a Dashboard
  7. 7. Customers/Clients• Where are they?• Who is talking• What are they saying?• Who are they connected to?• Who has influence?• Opportunities• Threats
  8. 8. Rapportive
  9. 9. Nimble• Integrate all contacts – Gmail LinkedIn, Facebook, Twitter• Very intuitive and easy interface• Engagement Opportunities
  10. 10. Flip Video
  11. 11. JournalistsTwitter Bio SearchMuckRackCision JournTweetsLinkedIn
  12. 12. Twitter Bio Search
  13. 13. How to do the Bio Search
  14. 14. Twiangulate Both words should be present in the bio: “Name of the newspaper” & “Topic of expertise”) One of the words should be present in the bio: hot | dog All bios with one word but NOT with the other one: hot !dog Exact match: “hot dog”
  15. 15. BloggersGoogle SearchTop/Best (Category) BlogseCairn ConversationBulldog ReporterBlog rolls
  16. 16. Google Authorship
  17. 17. CompetitorsMonitor mentions of the brandWho talks about them?Influencers?What are they saying?Share of Voice
  18. 18. Influencers
  19. 19.  Opinion Leaders 1 in 10 Online Influencers 3 in 10 Amplified voices Fans Influencers Followers Friends
  20. 20. Evangelists Know yourPassionate Fans Spread the Word Protect theBrand in a Crisis
  21. 21. Brand AmbassadorsNurture yourevangelistsMake them part ofthe teamCreate BrandAmbassadors
  22. 22. Mizuno - The Mezamashii Run ProjectIt is no secret that i am an Asics or Nike Running shoe man.I rarely deviate or try different Brands. A few months ago I triedthe MIZUNO – WAVE RIDER 15 and I was very impressed withthe shoe. It totally changed my impression of the Mizuno Brand.I prefer the shorter runs rather than the long ones! Ive alwaysbeen a Nike girl, but since your posts and lots of runningexperience, Id love to get my hands on a pair of Mizunos and getback on the path!This is a blog I like to visit regularly and I got to know thatRunning Shield’s favorite shoe brands are Asics and Nike. Thus,it was a bit of a surprise for me to read him writing about Mizuno.My Mizuno shoes arrived in time for me to test them out. Youknow, on one of the toughest marathon courses in the country.And you know what? They were awesome. So I tested themAGAIN on a trail half marathon the next day. Im pretty muchmaking them my new trail shoe.
  23. 23. Citrix Online
  24. 24. Competitors What are they doing? What are people sayingabout them? Where are they activeonline? What have they done thatwas successful? Any gaps or threats?
  25. 25. OpportunitiesNew MarketsR & DProduct LaunchesGapsCompetitors’ mistakes
  26. 26. Hennessy
  27. 27. DetractorsComplainersOrganized attacks
  28. 28. Digital Crisis Report 79% expect a major crisis within 12 months More than half think it will be online Only 54% have a plan 49% of those with a plan still have gaps Less than half (45%) know who their influential customers are
  29. 29. Progressive Insurance Case of under insured driver policy Blog post Facebook posts Invited to Today Show
  30. 30. Social Media Threats 76% could have been avoided (Altimeter Group)
  31. 31. Content StrategyWhen you know what people aresaying, what they think and feel,who they are connected to andwhat they are interested in, you cancreate content that gets results
  32. 32. Takeaways1. Set up a cross-discipline social media team2. Map your social graph3. Discover who is in your graph4. Identify the influencers in each node of the graph5. Listen to the conversations6. Analyze the information7. Learn from what you hear8. Set goals based on what you find9. Build a supportive community online10. Measure what matters
  33. 33. Q and A Blog: Facebook SallyFalkowDigitalPR Twitter: @sallyfalkow Email: Website: