Social Media Monitoring basics: Who is your Audience? & Free tools
1. Social media monitoring:
Audiences
Professor Matthew Kushin, PhD
Shepherd University | Department of Mass Communication | 2012
2. PR & Social Media
PR seeks to
Understand existing perceptions.
Build positive, mutual relationships with publics.
So, many PR professionals monitor what people say about
their clients on social media!
4. First things First
Before we do ANYTHING on social media we must first know
who we’re targeting!
5. Success
Is about listening to & understanding your audience
Image: Laverue
6. Questions to investigate
Who is talking about us? Today’s Focus
What are they saying about us?
What are attitudes about us?
How are these people influencing the conversation?
(How) are we influencing the conversation?
Is what we’re doing effective?
Image: Laverue
7. 2 audiences really…
Who is talking about us? Today’s Focus
Who do we wish to target (e.g., who do we want to be talking
about us)?
Publics: Young adults, high school athletes, mothers of young
children in the county, etc.
8.
9. Starting Questions: Who is your
audience?
Where do they live?
Where do they work?
What do they do for fun?
What is their lifestyle?
Where do they hangout when not at work?
Where do they hangout when online? Facebook, YouTube, G+, Twitter, etc
What types of conversation are they having?
Are they talking with your partners? With your competition?
How much money do they make?
What is their lingo? Tone? Casual? Professional?
Source: 8 Things You Must Know About Your Audience to Inspire & Connect In Social Media by Pam More
10. Where?
Example Scenario:
Popular restaurant chain teams up with county schools
Campaign targeting middle school and high school teens to
exercise three days a week.
Social media strategy targets: Twitter, Facebook, MySpace
11. How do we monitor?
2 popular ways:
Monitoring the “real time web” Today’s Focus
Exploring “trends” on the social web
13. Tap into the discussion!
Real-Time Web Search
Is: Process of searching for information as it is created
Use: What are people saying RIGHT NOW about a topic
Opinions / attitudes/ feelings / experiences
16. Real-Time Web
Beyond Twitter:
SocialMention – indexes
blogs, images, microblogs, news, events, etc.
17. Real-Time Web
Beyond Twitter:
Topsy.com – indexes tweets, Google+, photos, links, video
18. Digging Deeper: Other Profile Search
Tools
Twitter profiles are limited… G+ is much more robust
Google Plus search: http://gplussearch.com/
19. Audience Analysis Competition
You’ve just been hired to help launch a new PR campaign
But you don’t know about who uses their products!!
20. Goal
Answer the question:
Who is the type of person who talks about this brand and its
product?
Your team’s goal is to create the most comprehensive profile
as possible!
21. Mini Example!
Audience Profile
Young people; socially active; diverse interests & locations
Influencers
22. Activity
Part A: Gather Data and post to Team Google Doc
Part B: Use this data to answer the questions on the Handout.
Class Discussion
Turn in handout @ end of class
23. Discussion
Who uses Burt’s Bees?
How might this information be helpful to us as a foundation?
Where can we go from here? What else can we start to learn?
Editor's Notes
What are things you’d want to know about what people are saying about your brand?We’ll look @ 3 things:
Let’s write on the board a list.
These are recommended by Pam More – of course there are other possibilities.http://socialmediatoday.com/pammoore/274031/8-things-you-must-know-about-your-audience-inspire-connect-social-media
This is based on a real-world example I’m familiar w/. I made changes to protect the innocent.Middle school kids aren’t on Twitter. So the efforts were wasted.
Is Twitter!
As a simple example, Take a hopefully innocuous subject like “lacrosse”Prompt them – how else could this be helpful for PR?