Social media monitoring tactics

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June 5, 2013: This is the third presentation in a series at the Water Emergency Response Organization of Orange County. The presentation focuses on the purpose of social media monitoring during emergencies and explores some of the tools available to assist in monitoring.

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Social media monitoring tactics

  1. 1. Social Media MonitoringMary Jo Flynn, MS @MaryJoFly
  2. 2. So, youfinally have asocial mediaaccount. . .NOW WHAT?
  3. 3. Objectives• The engagement spectrum• The importance of monitoring• Tools and techniques• Implementation
  4. 4. The new reality
  5. 5. SHOUTIGNOREEngagement SpectrumOBSERVE DIALOGUE
  6. 6. IMPORTANCE OFMONITORINGWhy should you invest time in monitoring?
  7. 7. Are your messages making a difference?
  8. 8. Work with traditional media not in place of them.
  9. 9. What is being said in your neighborhood?
  10. 10. Identify rumors and develop plans to address them.
  11. 11. The community expects your responses to be fast!
  12. 12. TOOLS AND TECHNIQUESPaid and free tools to help you monitor different aspects of social media
  13. 13. Find messages relevant to your issue.
  14. 14. FIND MESSAGES• Keyword Searches• Bottlenose• Trendsmap• Hootsuite• Social Mention• Daily monitoring streams– OMG– :)– #Fail
  15. 15. Filter to specific messages
  16. 16. FILTER• Twitter search formulas– AND– OR– ?– @Person or List• Tweetgrid*• Hootsuite• Facebook Graph Search• Google or Bing Search
  17. 17. Look within geographical boundaries
  18. 18. GEOGRAPHICAL• Trendsmap• Geofeedia• Banjo• Search by Lat/Long• Search near a city, withina radius
  19. 19. Don’t be fooled by rumors, identify them early
  20. 20. RUMORS• Gut check. If it’s toogood to be true• Google image reverselook-up• Don’t feed the Trolls!• Be your own Snopes witha rumor control web page• Time & date stamp
  21. 21. IMPLEMENTATIONHow to apply the tools to an emergency or crisis.
  22. 22. IDENTIFY YOURMISSION• Gathering situation statusinfo?• Listening to the communityto provide answers?• Hunting for rumors orcorrecting false ormisleading information?• How are peoplecommunicating, whatplatforms?
  23. 23. NARROW YOURFOCUS• Use a variety of the toolsto meet your missionobjective• For example, to hearquestions from thecommunity– Narrow by geolocation– Search using a questionmark– Monitor your account fordirect questions
  24. 24. DOCUMENT• Save and route messages• Retain copies based onyour agency retentionpolicies• Enter messages into ateam system to reduceduplication of effort
  25. 25. RESPOND• Does the info exist as atalking point?• Must you route themessage for a response?• Does this item need to beresearched?• Is the info you’re aboutto send confirmed?• Is a response required?
  26. 26. ContactSlideshare.net/mjflynn001 Mary Jo Flynn, MS• Anaheim Fire & Rescue,Emergency ManagementAssistant Director• (714) 240-6240 cell• maryjflynn@anaheim.net• @MaryJoFly• @AnaheimFire• @AnaheimCERT

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