Social Media Monitoring
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Social Media Monitoring



Presented at ACE NETC 2011 Conference June 2011

Presented at ACE NETC 2011 Conference June 2011



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Social Media Monitoring Social Media Monitoring Presentation Transcript

  • Social Media Monitoring Anne Mims Adrian, Auburn University-eXtension      @aafromaa and @milfamln Terry Meisenbach, eXtension      [email_address]      @tmeisenbach and @begrowcreate ACE NETC 2011  June 2011
  • Process Know why you are monitoring Know and set goals Determine terms Identify where Listen Determine action Build relationships Adjust action Evaluate  Repeat
  • Who, What, Where, Why, How? Why do you want to monitor social media? Who do you want to monitor? What do you want to monitor in social media? Where do you monitor in social media? How will you use the results?
  • Purpose examples Companies want to track reputation, brand, & product mentions to increase sales. Companies want to monitor what consumers are saying about their own or their competitors' products. Companies want to monitor what consumers are saying to improve their products and services. 
  • Purpose examples Extension wants to learn from communities. Extension wants to build relationships and its  credibility . Extension wants to track its reputation and success of programs.
  • Why? When to tune in  Most important to pay attention to Community voice to identify needs and give direction Influential people to build relationships Response
  • Monitor brand or product Brand/product mentioned increases     by a set percent during and after a campaign Sentiment (positive/negative ratio of product       increases by set percent Increase visits to web site (by percent or number) Reputation improves >>> Which leads to increase in sales
  • Monitor Extension Program Build community and offer support for military families Increase the relationship between Extension and       military family service professionals Link military family service professionals to existing Extension educational resources >>> Military Family Service Professionals to make use of highest quality, research and evidence based information, best practices, and education in their programming activities. 
  • Monitor Extension Program Increase use of Extension and research- and evidence-based education, programs, and information.  Increase the communications and exchange between Extension and military family service professionals Visits to eXtension educational resources increase from military installations.  >>> Military Family Service Professionals  make use of highest quality, research- and evidence-based information, best practices, and education in their programming activities. 
  • Extension Program Now is your time to practice List measurable social media goals >>> What is the overall goal? 
  • Determine Terms and Where What terms do you expect your audience/community to search for on the web when looking for resources? What terms do you expect your audience/community to use in online social spaces while talking about their work?
  • Terms (Need to use more common language than some of these) Military families  Deployment Military pay changes Discipline children Parenting on installations Parenting Child development Separation anxiety Parents Single parents Child development Feeding children Military Wife  Military Mother Financial Literacy Single parenting Reintegration Stress management Military children books Personal finance program     managers  Lifestyle transitions Military move  Paying down debt Retirement planning Meals on a budget Job Search
  • Listen Content (what's being said)  Context (where is it being said) Sentiment What are the gaps in the conversation? Volume (strength of the conversation; higher in volume, greater vibe).
  • Determine next step Join conversation Become engaged Develop relationships Find and utilize influentials Use what you learned to integrate into programming      Can you be helpful--just by joining the conversation      Is the community teaching you something you did not know?
  • Then what? Is there a call to action? Monitoring is not only a marketing activity. Monitoring can be used for needs assessment, customer service, improve programs within context. Who needs the information from monitoring?
  • Evaluation What kind of change in content and context What kind of change in Sentiment (when referred to Extension materials or references) Did we fill a gap? Volume in change in links  (visited/comments/references) Is there evidence of learning? Changed behavior? >>>Use relationships to assess changed behavior
  • Products Radian6 Lithuim ScoutLabs SAS PeopleBrowser
  • Products Free but not comprehensive Google Alerts Twitter Search Blog Search Klout, free and professional version PeerIndex, free and professional version TweetReach, free and professional version Google Analytics Facebook Insights YouTube, Slideshare, Flickr     with professional version
  • Photo Credits
  • Final Thoughts Share your questions and ideas. Thank you for your participation. Anne Mims Adrian, Auburn University-eXtension      @aafromaa and @milfamln Terry Meisenbach, eXtension      [email_address]      @tmeisenbach and @begrowcreate