Measuring Social Media: Measuring what’s important to you Getting Started

Why does monitoring matter?

What’s your target?

Four steps to monitoring Find, Measure, Analyse, Act

Find Search/Monitor

Remember the timescales Ongoing Periodic

Free tools Professional tools

Layers Free Tools Human Data Professional Tools

The noise never stops

Measure The right metrics

Four Things to Measure Flow Content Creators Community

Flow

Content

Creators

Community

Measuring Flow You/your market Issues

You/your market

Issues

Measuring Content Inclusion Sentiment SERP Relevance Messages Prominence

Inclusion

Sentiment

SERP

Relevance

Messages

Prominence

Creators Influence Engagement Persistence

Influence

Engagement

Persistence

Community

Measure what matters to you

Analysis Asking the right questions

Filtering

What does it mean to you?

27 classifications of discussion Acknowledging receipt of information Advertising something Answering a question Asking a question Augmenting a previous post Calling for action Disclosing personal information Distributing media Expressing agreement Expressing criticism Expressing support Expressing surprise Giving a heads-up Responding to criticism Giving a shout-out Making a joke Making a suggestion Making an observation Offering a greeting Offering an opinion Putting out a wanted ad Rallying support Recruiting people Showing dismay Soliciting comments Soliciting help Starting a poll Source: KDPaine & Partners

Acknowledging receipt of information

Advertising something

Answering a question

Asking a question

Augmenting a previous post

Calling for action

Disclosing personal information

Distributing media

Expressing agreement

Expressing criticism

Expressing support

Expressing surprise

Giving a heads-up

Responding to criticism

Giving a shout-out

Making a joke

Making a suggestion

Making an observation

Offering a greeting

Offering an opinion

Putting out a wanted ad

Rallying support

Recruiting people

Showing dismay

Soliciting comments

Soliciting help

Starting a poll

Action What to do?

What to do? Is the post positive or balanced? TROLLS Is the person dedicated to degrading others? RAGER Is the posting a rant, rage, joke or satirical? MISGUIDED Are there erroneous facts? UNHAPPY CUSTOMER Is the posting a result of a negative experience? MONITOR ONLY Avoid responding to specific posts; monitor and flag internally FIX THE FACTS Do you wish to respond with factual information? CONCURRENCE A factual and well cited post, which may agree or disagree with you yet is not factually erroneous, a rant or rage, bashing or negative in nature. You can concur with the post, let stand or provide a positive review. Do you want to respond? LET STAND Let the post stand – no response RESPONSE CONSIDERATIONS RESTORATION Do you wish to rectify the situation reasonably? Transparency Cite sources Timeliness Tone Influence Yes Yes Yes Yes Yes No No No No Yes Yes No Adapted from Air Force Web Posting Response Assessment

Constant

Daily

Periodic

Rinse and Repeat

You’re still here?? Thank you! Questions? e: [email_address] t: 416-515-7517 x332 w: http://davefleet.com twitter.com/ davefleet

Questions?

e: [email_address]

t: 416-515-7517 x332

w: http://davefleet.com

twitter.com/ davefleet