Social Media for Social Good Class #3 - Research

Listening With Purpose: Social Web Research February 3

Why Are You Listening?

Foundation First!

What is your goal? (business + communications objectives)

Who is your target audience?

What do you need to find out?

Listening Goals

Initial

Find out whether your audiences are already talking to each other online, where, how much and what about

Understand perceptions of your organization and issues

Learn how to improve your services

Determine the best way to engage with your audiences – opportunities and hurdles

Ongoing

Support your community by resolving issues, responding to feedback, and improving relationships

SWOT 2.0

Your Brand

Your Issues

Your Constituents

Your Competition

Map First, Directions Second

Guiding Questions: Technographics (Best tool: Survey + secondary research)

What are the online media habits of my target audiences?

What are their online activities (sending email, watching videos, blogging)?

What are their most trusted sources of information online?

What is their comfort level with social media?

Would they like to engage with my organization more online?

Guiding Questions: Social Media Landscape (Best tool: Your own research)

Is my target audience actively engaged in social media?

What is the volume, tone and topics of their conversations related to my issues?

Are they talking about my organization?

What are they saying?

Is it surprising the hear – whether good or bad?

Are there any fans? Any major detractors?

Where are they talking?

What types of social media?

Any specific sites, or is the conversation dispersed?

Are there any strong, prominent champions for my issue?

Guiding Questions: Competitive Analysis (Best tool: Your own research + case studies)

What are my competitors doing online?

Are they being talked about?

How do perceptions of them measure up with perceptions of my org?

Are they present in the conversation?

What are they doing well, and how can I learn from their success?

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