Social Media Monitoring – A Brazilian ViewInterview by Stephen Rappaport (@steverappaport) for the Listen First blog(http://listenfirst.buildcapacity.com/2012/04/20/social-media-monitoring-a-brazilian-view/)Tarcizio Silva is a Brazilian practitioner and authority on social media monitoringand listening, organizer of several e-books and a curator of the upcomingconference, Social Media Brazil. We recently had an email conversation thattouched on several topics of interest to all listeners – basic knowledge,communication, engagement and financial metrics, and movements towardsestablishing listening as a discipline.Steve: Your e-book -To Understand Social Media Monitoring publishedthis past January. What are the trends and key business issuescontributors discuss in the book?Tarcizio: The e-book, which was released in January, is part of a collectiveseries of publications on Internet and Social Media. Throughout the articles, theauthors attempted to define the 22 main topics and questions for the reader toobtain a basic knowledge ofsocial media monitoring. Among these topics are:Information; ROI, Sentiment Analysis, Artificial Intelligence, Classification,Softwares, Public Opinion, Convergence and many others.We achieved the goal of introducing beginners to the subject matter and tobring further discussions. To Understand Social Media Monitoring (ParaEntender o Monitoramento de Mídias Sociais) is the first Brazilian publicationentirely focused on the subject and distributed free, with a creative commonslicense, so I think it is a good contribution to the market.Steve: What is your view on social media metrics? Which ones arehelpful? Where is improvement needed?Tarcizio: There is yet a great confusion regarding the definition of metrics forsocial media. You can tell by the market, both the Brazilian and international,that there are dozens of methodologies that were proven effective for someneeds, but there is little standardization. Actually, I think that each agencyshould produce their own methodologies, but from universally accepted criteria.Particularly, I find it interesting to establish metrics for communication andfinancial metrics. Three groups of metrics of communication are basic for agood social media monitoring aimed at analysis and performance optimization.The first, Reach, is also the one most valued by brands accustomed withtraditional media metrics. The total number of people actually or potentially
reached by the messages is important to understand how the brand canachieve touch points with consumers.Engagement allows us to assess what is driving the actions of audienceinteraction and fans. Through engagement metrics, you can optimize content,know better the audience. Sentiment metrics, coupled with good classificationand tagging planning, makes possible to identify how aspects, products, stagesof communication and stages of sale are performing. The sentiment analysishas been the bastion of social media monitoring and is used until its exhaustion,but it is still essential when associated with intelligence information.The financial metrics are more varied, but you must set them in an integratedmanner with those responsible for the business, sales teams, customer service,HR, knowledge management, BI etc…I think that more than the metrics improvement, we need better professionalsand their ability to develop and apply qualitative methodologies. And thisinvolves the understanding that social media monitoring is not a new andisolated discipline, on the contrary, it is related and should be better integratedwith the marketing research, competitive intelligence and business.Steve: How are companies learning to run and use social mediamonitoring research?Tarcizio: In previous years, much has been accomplished through initiativesbased on international benchmarking and some market innovations. However,insofar as the market for social media marketing grew, companies anddevelopers began to emerge and specialize. Some of them started to producecorporative content to help develop the market and today we can say that theBrazilian social media agencies and tools can compete on equal footing with theAmerican and European agencies. In fact, some are in the process ofinternationalization.In the more strictly educational area, it is a trend to launch courses anddisciplines of high level in several colleges and universities nationwide.Examples to support this are extension and postgraduate courses at FGV(Fundação Getúlio Vargas) and ESPM (Escola Superior de Propaganda eMarketing), two of the leading business schools in the country, designed byprofessionals and researchers as Nino Carvalho (@ninocarvalho) and MarthaGabriel (@marthagabriel).
Very recently some initiatives are noteworthy. One is the Social Media CycleProject, created by a Brazilian software/tool, which aims to establishmethodologies for the area, especially social media monitoring. This project isproducing the first Brazilian event totally focused on monitoring and metrics, theCall2Social, which happens on April 20. Events already established, such asSocial Media Brazil, also present focus on monitoring and measuring this year.Another good news is the future establishment of a social media monitoringcommittee on ABRADI, the Brazilian association of digital agencies.Steve: Tarcizio, thank you. This was a fascinating conversation and I lookforward to more exchanges.