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Monitoring Trends on social media: Twitter, Blogs, and Google Insights

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

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Trends in Online Behavior
                                    Professor Matthew Kushin, PhD
     Shepherd University | Department of Mass Communication | 2012
Review: How do they monitor?

 2 popular ways:
   Monitoring the “real time web”
   Exploring “trends” on the social web   Today’s Focus
2: Social Data Trends
Trending

 Data on an issue, subject or event over a period of
   time

 uncover trends, or patterns of behavior

 These trends can inform
   decision making
Uses

 Some include:
      Compare and contrast performance of different keywords.
         E.g., brand names
      Segment search data by geographic regions (country, state, city).
      Identify search keywords that are most important in any industry
Sort of things to track

 Key players

 Competitors

 Mentions of our brands, products, etc.

 Industry news

 keywords

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Monitoring Trends on social media: Twitter, Blogs, and Google Insights

  • 1. Trends in Online Behavior Professor Matthew Kushin, PhD Shepherd University | Department of Mass Communication | 2012
  • 2. Review: How do they monitor?  2 popular ways:  Monitoring the “real time web”  Exploring “trends” on the social web Today’s Focus
  • 3. 2: Social Data Trends
  • 4. Trending  Data on an issue, subject or event over a period of time  uncover trends, or patterns of behavior  These trends can inform decision making
  • 5. Uses  Some include:  Compare and contrast performance of different keywords.  E.g., brand names  Segment search data by geographic regions (country, state, city).  Identify search keywords that are most important in any industry
  • 6. Sort of things to track  Key players  Competitors  Mentions of our brands, products, etc.  Industry news  keywords
  • 7. 3 Types of Tools  Twitter Trends  Search Trends  Blog Trends
  • 8. 1) Twitter Trends  There are many, but 1 I like is:  Archivist  Url: http://archivist.visitmix.com/  We’ve explored this before!
  • 10. Example Scenario  You work for Chrysler and you’ve recently put out an $8 million dollar, Eminem advertisement  You want to know how the twittersphere is reacting.  Why?  You know many people go to Twitter to share info & ideas.  So, you can get an easy, free sense of how many people are talking about your brand.
  • 11. Tweets with “Chrysler” on/after 2-6-11 Superbowl
  • 12. Months later….  Chrysler less talked about on Twitter than Ford  May 17, 2011: Searched Trendistic: “Chrysler, Ford”
  • 13. 2) Blog Trends  Similar to Twitter trends, except:  Allow us to see most popular topics people are blogging about  Why valuable?  Bloggers are influential, convo starters.
  • 14. Icerocket (blog)  URL: http://trend.icerocket.com  What is it: Set of tools for blogosphere data  Use: A few. But 1 is seeing trends in blogs over time.  Click keyterms to see blog posts from a point in time
  • 15. Example  Buzz on blogosphere when Microsoft acquired Skype
  • 16. Example Client  Search for Chrysler, Ford, Dodge (owned by Chrysler)  Note in Feb Chrysler spiked but trailed off while Ford remains strong
  • 17. 3) Search Trends  Google Search Insights  Tracks Google.com searches (only)  Url: http://www.google.com/insights/search
  • 18. Example Scenario #1  Scenario:  Your want to demonstrate your Chrysler ad campaign is generating buzz.  Notice a spike on Google searches
  • 19. Example Scenario #2 Seasonability When is the best time to launch a campaign? “Personal budget” Budgeting is much more top of mind around the New Year so maybe a New Year’s resolution based campaign would strike a cord with consumers
  • 20. Example Scenario #3  You want to know what product features people search for the most, when they look for a smart phone.  You’ve created a product to rival the iPhone and want to see if you’re gaining traction
  • 22. Tonigh!  Go to the following link:  http://bit.ly/FSM_LabTrends  Read through material, do tasks  Watch videos (please watch individually w/ your earphones on)  This material will prepare you for Participation #4  When ready, goto Sakai to download Participation 4 – Trends Quiz  Turn in next class.  #4 is graded based on % correct.

Editor's Notes

  1. We’ll look @ just twitter and search trends
  2. Do a basic search for a few terms: iphone, android, etc.