Social media monitoring:  What are they saying?             Professor Matthew Kushin, PhD                               Ma...
Commonly monitored Questions about your company & industry Brands / services discussed and not discussed Mention of you...
Questions to investigate Who is talking about us? What are they saying about us?      Today’s Focus What are attitudes ...
Preview Today:   Real Time Web – text and multimedia   Blogs Soon:   Trends!
1: Real Time Web
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 ...
Reaction
Reaction Beyond Twitter:      SocialMention – indexes blogs, images, microblogs, news, events,        etc.         Censo...
Real-time Multimediasharing
Photo search Topsy Photo: http://topsy.com/photos   Defined: Social photos (e.g., instagram) search
Multimedia SharingSource: Flickr: http://www.flickr.com/photos/yusheng/2034957680/
Blog
Taco Bell Fandom!   Post Comment
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...
“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 neg...
If…. Strategic communication is about   understanding audiences.   Then, affecting behavior strategically   and measur...
In sum
Intro to social media monitoring: Why do we do it, what questions can we ask?
Intro to social media monitoring: Why do we do it, what questions can we ask?
Intro to social media monitoring: Why do we do it, what questions can we ask?
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Intro to social media monitoring: Why do we do it, what questions can we ask?

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Class lectures for Comm 399: Fundamentals of Social Media, Fall 2012, Department of Communication, Shepherd University.

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Intro to social media monitoring: Why do we do it, what questions can we ask?

  1. 1. Social media monitoring: What are they saying? Professor Matthew Kushin, PhD March 2012
  2. 2. 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
  3. 3. 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
  4. 4. Preview Today:  Real Time Web – text and multimedia  Blogs Soon:  Trends!
  5. 5. 1: Real Time Web
  6. 6. Example Scenario Our organization recently received negative press. We want to get a sense of what people are saying.
  7. 7. 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”
  8. 8. Reaction
  9. 9. Reaction Beyond Twitter:  SocialMention – indexes blogs, images, microblogs, news, events, etc. Censored
  10. 10. Real-time Multimediasharing
  11. 11. Photo search Topsy Photo: http://topsy.com/photos  Defined: Social photos (e.g., instagram) search
  12. 12. Multimedia SharingSource: Flickr: http://www.flickr.com/photos/yusheng/2034957680/
  13. 13. Blog
  14. 14. Taco Bell Fandom! Post Comment
  15. 15. What are people sayingabout our client?Social Media Monitoring Exercise
  16. 16. Mini Example! Products Sentiment  Positive: Negative: Couldn’t Find Any!! Audience Profile  Young people; socially active; diverse interests & locations
  17. 17. “Influencers” Competition Burt’s Bees wants to know WHAT people are saying about their brand and its products.
  18. 18. 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.
  19. 19. 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?
  20. 20. In sum

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