Social Media Listening


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Now that you’ve decided on your goals and set up your team and tools, it’s time to dive into social media. But before you can start posting, you need to understand the conversation that’s already happening. In this presentation, we discusse tools for effective social media listening and how to develop a social media content strategy of your own.

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  • Explain purpose of this deck.
  • SKDR – I know this isn’t the smoothest animation, but this is the best for now. NOTE: you cannot edit the large image
  • This is overview of listening process
  • Listen actively: don’t just hear what’s being said, but try to understand who’s saying what, who’s listening to who, who’s retweeting who? Whose voices are most respected? In other words, don’t just listen to the content, listen for what’s happening behind the conversation. Listen actively: Respond, answer questions, ask for follow up. In the right places: Where are you audiences? That’s where you need to be. Google Alerts – most basic tool to allow you to spot topics of interest Establish searches in your twitter tools to also you to monitor conversations Technorati is an Internet search engine used to search blogs.. It uses the author’s tags on the websites to categorize search results, while ensuring the recent results are displayed first. More importantly, Technorati rates each blog's "authority", which is the number of unique blogs linking to the blog over the last six months.
  • Twitter also a platform for content that helps people make real changes in their lives The big joke on social media is that who cares what so and so had for breakfast, but this idea is about using social media media as a tool for food journaling, which is a proven strategy in weight loss and obesity prevention
  • Professionals Community of peers
  • Org presenting its face to folks who are interested but might not be part of the insider conversations Community of interest
  • find ambassadors who can carry your message on your behalf, can bring people together with a common goal or change behavior through peer pressure. And if you want people Make it easy for people to share your content- lower the barriers to entry by putting a share button on your site, etc.
  • SKDR – Couldn’t get gear animation to work because they only spin in one direction (middle one needs to spin opposite direction). Alternative animation on next slide. This is why social networks are so important. Need to establish relationships between these or animate to convey that your efforts turn the gears with your influencers, which turns the gears with their networks and that’s how to take social media to scale
  • Orgs and individuals with juice on your issue. I think we need to give tips here – how will people find the answers to these questions?
  • Twitter: Who to Follow: Upload Gmail, Yahoo, Hotmail contacts, LInkedIn contacts. PRO TIP: Upload your db to a Gmail account, then run that Gmail account through Twitter to see who’s on it. Don’t need to follow them all, but you now have a list of who in your world is on Twitter. can tell you which of these folks is an influencer based on their scores across several categories provides a curated listing of influencers blogs by keyword. Worth checking for your keywords. Similar to Klout, adds in authority by topic area, also takes Facebook into account. Back to Twitter: Assuming you’ve followed some folks, Twitter is now making suggestions under Who to Follow. Export a spreadsheet with info on who you follow, who’s following you back, their followers. THIS IS ONGOING!
  • Plug LightBox Ed Cal.
  • Plug LightBox Ed Cal.
  • Social Media Listening

    1. 1. Social Media: Listening Holly Minch LightBox Collaborative
    2. 2. Please make sure your speakers are ON!
    5. 5. <ul><li>Who are we listening to? </li></ul>Listen Who are THEY listening to? WHAT are they talking about? WHERE are they talking?
    6. 6. <ul><li>Google alerts </li></ul><ul><li>Twitter searches </li></ul><ul><li>Technorati blog search </li></ul>Start by listening
    7. 7. <ul><li>Who do you need to speak with in order to achieve your goals? </li></ul>Audience Are they engaged in social media? Is social media the best way to reach them? (And if so, which?)
    8. 8. Which social media?
    9. 9. Which social media?
    10. 10. Which social media?
    11. 11. the interwebs people interested in your issue social media influencers
    12. 12. the interwebs people interested in your issue social media influencers Your sweet spot
    13. 13. influencers their networks you
    14. 14. <ul><li>Check your gut </li></ul>How To Spot Influencers Ask your team Ask your networks Ask the interwebs
    15. 15. <ul><li>Twitter: Who To Follow (upload) </li></ul>Ask the interwebs <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Back to Twitter: Who To Follow (suggestions) </li></ul><ul><li> </li></ul><ul><li>Rinse & repeat </li></ul>
    16. 16. Content What do you have to say? Social media editorial calendar How does social media fit with your other communications activities?
    17. 17. Content Map your content to your work. One idea per post Ask questions to start conversations
    18. 18. For further information, visit
    19. 19. @LBCollab Holding good ideas up to the light