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Brand Management Online, Part 1 of 2 (Jul 2010: links and data may be outdated)
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Brand Management Online, Part 1 of 2 (Jul 2010: links and data may be outdated)

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  • 1. SOCIAL MEDIA SNAPSHOT BRAND MANAGEMENT ONLINE, PART I MONITORING YOUR BRAND ONLINE
  • 2. Whether you participate in social media or not, it is critical to conduct periodic scans on the web for your command’s name and keywords to know what’s being said about your command Who would have thought they were talking about my command on Facebook & Twitter?
  • 3. Your command’s presence online includes: 1. Your command’s web site 2. Your command’s social media sites 3. Mentions of your command on official Navy web sites and social media sites 4. Mentions of your command by anyone, anywhere else on the web
  • 4. Want to know what people are saying about YOUR command? Here are some basic monitoring techniques you can use 1. Google search(can also use Bing, Yahoo, and other popular search engines in addition to Google) 2. Facebook search 3. Twitter search 4. Blog search (using Google blog search, Technorati, or IceRocket) 5. Wikipedia
  • 5. 1. Google your command, your commander, and your name (command spokesperson) See who’s talking about your command, unit or specific exercise and where THINGS TO CONSIDER • Does your web site appear here? • Is your site prominent? If not, what site are they seeing first? • Are these the official Navy sites? • Who is managing these sites and what are they saying? • Is this a place where the Navy should have a voice? • How can we engage with this community?
  • 6. 2. Facebook search 1. Type your command name or related key words into the search bar on Facebook.com 2. Sort by options on left-hand menu to identify Pages, groups, or events that may exist related to your command THINGS TO CONSIDER • Are these search results relevant to my command? • Are they the official command created Pages/groups? • Are some pages superfluous to official pages that already exist? • Is this a community we should be engaging with? It is essential to conduct this search before creating a new Facebook Page for your command!
  • 7. A note about Facebook Community Pages • You may find a “community page” on Facebook in your search results • Facebook has created Community Pages which for the most part contain 2 main things: 1. The Wikipedia entry for your command 2. Recent posts by Facebook users related to your command name • You cannot edit or manage a Community Page* • You can help Facebook make the Page better by: 1. Suggesting official links related to the page 2. Signing up to be a POC for additional information should they need help populating the page To learn more about How Facebook’s ‘Community Pages’ and Privacy Changes Impact Brands, see http://www.web-strategist.com/blog/2010/05/16/matrix-how-facebooks-community-pages-and-privacy-changes-impact- brands/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+WebStrategyByJeremiah+%28Web+Strategy+by+Jeremiah%29 U.S. Navy Community Page *Facebook has stated that at some point in the future they will accept requests from businesses and organizations that are interested in taking control of community pages that are about their brand or organization. No timeline has been announced.
  • 8. 3. Twitter search THINGS TO CONSIDER • Are these results relevant? • What’s being discussed? • Are they linking to official Navy information? • Do I know the people mentioning my command? • Is there an official Navy voice here? Should there be? 1. Go to http://search.twitter.com/ * 2. Type in your command name, keywords, or hashtags and select “search” *Volume of results on Twitter can be large and are updated rapidly, so you may need to search Twitter more frequently than other tools
  • 9. 4. Blog search 1. Go to any (or all) of the following blog search sites – http://blogsearch.google.com/ – http://technorati.com/ – http://www.icerocket.com/ 2. Type in your command name or keywords 3. See what blogs are mentioning your command and what they are saying 4. Check their ranking or “authority rating” (on Technorati) to determine the popularity of blog THINGS TO CONSIDER • What’s the nature of these blogs—do they regularly discuss Navy topics, or is this a one- time occurrence? • What’s the tone of the blog? • What kind of influence does the author have? How many readers does the blog have? • Should I bookmark this blog and check regularly? • Are there any comments on the blog? What are the tone of the comments?
  • 10. 5. Wikipedia • Wikipedia probably already appeared in your other search results, but if not, it’s a good place to check to see if your command is mentioned and if the information is accurate • If it’s not mentioned, you should search for parent commands or other related entries that you can link to and determine if it’s appropriate to add your command • If your command is listed, check to see if there is factual information you can add or any inaccuracies* you can correct Wikipedia is a free,web-based, collaborative, multilingual encyclopedia project supported by the non-profit Wikimedia Foundation. Its 15 million articles (over 3.3 million in English) have been written collaboratively by volunteers around the world, and almost all of its articles can be edited by anyone with access to the site. Wikipedia is currently the largest and most popular general reference work on the Internet. *See Brand Management Online Snapshot, Part II for more information on how to update Wikipedia
  • 11. How often do I have to do this? You don’t need to conduct new searches each day/week/month. You can set up RSS feeds and email alerts to notify you when new mentions of your command pop up online. At a minimum, you should create a feed for mentions of your command on Twitter and set up Google alerts for mentions of your command on the web. 2. When conducting your search on www.search.twitter.com, select the “Feed for this query” button to add the RSS feed to your Google reader or RSS reader of your choice 1. Go to www.google.com/alerts to set up search parameters and schedule how often you’d like to be emailed search results.
  • 12. More tips on how to easily monitor your web presence • How To Find Conversations By Tracking Brand Mentions, Outspoken Media, http://outspokenmedia.com/branding/find-conversations-by-tracking-brand-mentions/ • How to monitor your brand on the web for free, Hubspot, http://blog.hubspot.com/blog/tabid/6307/bid/5498/How-to-Monitor-Your-Brand-on-the- Web-for-Free.aspx • How to monitor your brand 24/7, Fast Company, http://www.fastcompany.com/magazine/135/scobleizer-brand-new-day.html • Are you losing control of your brand online? Entrepreneur.com, http://www.entrepreneur.com/marketing/branding/webbrandingcolumniststarrhall/article20 3876.html • Free online brand and social media monitoring tools, http://www.jmorganmarketing.com/free-online-brand-social-media-monitoring-tools/ • Tracking the buzz: Tools to monitor your brand effectively, http://socialmediatrader.com/tracking-the-buzz-tools-to-monitor-your-brand-effectively/ • Top 10 tracking tools worth paying for, Mashable.com, http://mashable.com/2008/12/29/brand-reputation-monitoring-tools/