PodCamp Toronto - Measuring Social Media

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

Measuring Flow
You/your market
Issues

Measuring Content
Inclusion
Sentiment
SERP
Relevance
Messages
Prominence

Creators
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

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

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

PodCamp Toronto - Measuring Social Media

by Dave Fleet on Feb 22, 2009

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