We could contact bloggers & get them to try our products as opposed to just sending it to medaWe could learn about why people don’t like our product and find ways to improve it.Clarify misunderstandingsReact to people, etc.
Intro to social media monitoring: Why do we do it, what questions can we ask?
Social media monitoring: What are they saying? Professor Matthew Kushin, PhD March 2012
Commonly monitored Questions about your company & industry Brands / services discussed and not discussed Mention of your competitors Requests for support/help from customers General Comments / feedback Complaints / Compliments
Questions to investigate Who is talking about us? What are they saying about us? Today’s Focus What are attitudes about us? Today’s Focus How are these people influencing the conversation? (How) are we influencing the conversation? Is what we’re doing effective? Image: Laverue
Preview Today: Real Time Web – text and multimedia Blogs Soon: Trends!
Example Scenario Our organization recently received negative press. We want to get a sense of what people are saying.
Example Scenario We’re doing PR for Taco Bell Its been a few weeks since the beef fiasco. We want to know if people are still concerned over “taco bell beef” situation. So we search daily “taco bell beef”
What are people sayingabout our client?Social Media Monitoring Exercise
Mini Example! Products Sentiment Positive: Negative: Couldn’t Find Any!! Audience Profile Young people; socially active; diverse interests & locations
“Influencers” Competition Burt’s Bees wants to know WHAT people are saying about their brand and its products.
Goal Answer the question: What 4 Burt’s Bees products are people the most passionate about (2 positively and 2 negatively)? Your goal is to scan the social sphere, collect data on your Google Doc, and use it to answer the above question.
If…. Strategic communication is about understanding audiences. Then, affecting behavior strategically and measuring it.Then… how could we use what we’ve learned about our audience: As research in beginning stages of a PR campaign? To begin using social media to engage our customers? Strengths / Weaknesses?