4. Why do we monitor?
• Stay informed
• Track success
• Understand the audience
• Know what works and what doesn’t.
• Engage audience more appropriately
• Filter information relevant to us
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5. What is Social Media
Monitoring?
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9. MONITORING VOLUME
The number game
•
Deals mostly with numbers
•
growth of audience
•
Views, reach
•
NOT an isolated measurement – not enough to determine overall success.
e.g: 1,000 fans is good, but if 900 are barely active or only liked because of a one-time
promotion, then you wouldn’t call your campaign a success.
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10. MONITORING VOLUME
How it’s done
1. Local Insights
Some services provide their own tracking sicu as Insights for Faacebook, statistics for Wordpress blogs and
Youtube channels.
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13. Engagement
How people respond to your content
Clicks on your links, views of your article
Likes, comments, shares, on your status
Retweets, mentions, favourites
These will affect your other monitoring angles such as Volume. The more likes, posts, comments,
shares a piece of content gets, the more your age grows, and the further your content reaches.
Good tools for monitoring engagement: Facebook Insights, Bitly.com, Klout.com,
Wordpress statistics, Youtube Statistics.
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23. Allocation of average Engagement on Emotions
3500
3000
2500
2000
1500
Average Engagement
based on an
aggregated score
summing up
likes, shares and
comments per post
1000
500
0
Extreme negative
Moderate Arousal
Extreme positive
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25. Allocation of average Engagement on Content Type
3500
3000
2500
2000
Average Engagement
based on an aggregated
score summing up
likes, shares and
comments per post
1500
1000
500
0
App
Picture
Text
Video
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26. Key findings
• The more emotional (extreme negative or extreme positive) the
post, the higher the likelihood to receive engagement
• Extreme positive content is more likely to receive engagement than
extreme negative content
26
27. Key findings
• Pictures receive the highest engagement rates
• Text, apps and video receive a fairly equal engagement rate
– Pictures with highly emotional messages are most likely to
receive high engagement rates
– Videos with moderate emotional messages are most likely to
receive lowest engagement rates
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28. Part 2: Advanced Social Media Monitoring
Social Media Monitoring Tools
How to measure your social media campaigns in 15 minutes
Monitoring and Evaluation
Defining and measuring Key Performance Indicators (KPIs)
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30. Set up multiple Google Alerts for your topics and campaigns. The
alerts will get delivered directly to your email inbox at the frequency
you indicate (e.g., daily or as they happen).
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31. Twitter lists are a helpful tool to follow influencers, journalists and
peer organizations real time and on demand.
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31
32. Engaging Stakeholders through Social Media Conversations
Listen
Discover
Measure
Engage
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34. Social Mention is a social media search and analysis platform that
aggregates user generated content from across the universe into a
single stream of information.
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35. Engaging Stakeholders through Social Media Conversations
Listen
Discover
Measure
■ Ongoing Measurement
■ Specific Measurement (events/campaigns)
Engage
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36. Generic Measurement:
Reach
■
■
■
■
How many people like you on Facebook?
How many people read your Blog?
How many people follow you on Twitter?
How many people watch your videos?
Engagement
■ How many people comment, like or share your Wall posts?
■ How many people link, comment or quote on your blog-posts?
■ How many people retweet or mention your Tweets?
Sentiment
■ How do people feel about the type of content you are posting?
■ Are you generating enough concern?
■ Do they care enough to give you feedback?
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38. Engaging Stakeholders through Social Media Conversations
Listen
Discover
Measure
Engage
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39. Five characteristics for successful engagement:
■ Be real: Talk in a human voice, nurture one-to-on relationships and admit
when you make mistakes.
■ Be relevant: It’s about the community and not UNICEF. Add value to
discussions.
■ Be practical: Use common technologies, such as Slideshare.
■ Be patient: Relationships take time, don’t start asking for favours.
■ Be active: Engage often and regularly. Offer fresh content.
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Editor's Notes
• Monitoring by Volume relates to the monitoring of amounts of mentions, views, and posts a topic, organizations or user receives. • Monitoring by Channels relates to the monitoring of various networks that users use to exchange content. • Monitoring by Engagement offers a deeper insight into how many users actually respond, like, share and participate with the content. • Monitoring by Sentiment Analysis offers a qualitative approach by using word-libraries to detect positive or negative attitudes by the users towards an issue .
