Monitoring Social Data: Intro to Social data Analysis


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These slides were created for the course:
Comm 350R Social Media
Dr. Matthew J. Kushin
Department of Communication
Utah Valley University

For more on the course see:

For more about the professor, see:
or @mjkushin on Twitter

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  • This was a resource intensive affairHad to drive to the library, scour the system for what we wanted, go find it. Look through the books and see if its what we’re looking for.We taught people the skills of how to use searchable databases
  • Audiocasts: for those of us who are “Apple Neutral”
  • Monitoring Social Data: Intro to Social data Analysis

    1. 1. Social Media CourseDr. Matthew J. Kushin<br />Assistant Professor<br />Department of Communication<br />Utah Valley University<br /><br /><br />@mjkushin<br />
    2. 2. Monitoring Social Data<br />Dr. Matthew J. Kushin<br />Course:<br />
    3. 3. The World Online<br />We can think of everything & everyone online loosely as a brand<br />All experience online is mediated<br />Thus, we experience a crafted construction<br />Image: rishibando<br />
    4. 4. Example<br />Identity is a brand<br />“Personal Branding”<br />
    5. 5. “Your brand is the perception others have of you. It is not the perception you have of yourself.”<br />
    6. 6. Conversations!<br />We’ve said:<br />Social media is about conversations<br />
    7. 7. People are talking about your brand when they’re happy with you,<br />& perhaps especially when they’re not!<br />
    8. 8. Success<br />Is often about listening<br />Understand your audience<br />Image: Laverue<br />
    9. 9. Questions Every Company Must Investigate<br />Who is talking about us?<br />What are they saying about us?<br />How are these people influencing the conversation?<br />(How) are we influencing the conversation?<br />What are attitudes about us?<br />Is what we’re doing effective?<br />Image: Laverue<br />
    10. 10. Brand Monitoring<br />
    11. 11. So how do we do it?<br />A # of online tools have been developed for tracking online behavior<br />Many are free! <br />Enable rich insights that can inform decision making<br />Photo: eyesore9<br />
    12. 12. Versatile!<br />Many uses, some include:<br />Stay on top of online trends<br />Better understand (potential) audience<br />Track success of online efforts<br />.e.g., PR campaign<br />Track readership / success of web presence<br />Research<br />Optimize your content for your audience (e.g., search engine optimization / SEO)<br />
    13. 13. Tools<br />Some are social media platforms that can be turned into powerful tools<br />Some are specifically designed tools<br />
    14. 14. Basics: Getting Started<br />
    15. 15. 1) Set up Monitoring Station<br />Goal: <br />Program web to send data to us<br />Tools Needed:<br />Social Media Dashboard<br />Alerts<br />Feed Reader (& RSS)<br />
    16. 16. New Logic<br />Old Days: Searched for information:<br />Info had to be organized<br />Libraries: e.g., Dewey Decimal System, indexes<br />Internet: Search engines: Excite<br />Time, cost & resource intensive<br />
    17. 17. Getting Information<br />Today: Use technology to train info to find us.<br />Example:<br />
    18. 18. Tool 1<br />Social Media Dashboard<br />All your social media accts in 1 place<br />Ex:<br />Hootsuiteseesmic<br />
    19. 19. Strategy<br />Integrate all organization’s social media accts into dashboard<br />Enables posting & monitoring in 1 place<br />Twitter<br />Facebook<br />LinkedIn<br />etc<br />
    20. 20. Strategy<br />Also enable program Twitter Search & keywords to monitor<br />= search for “#Utalk” on<br />
    21. 21. Example<br />#Utalkhootsuite dashboard<br />Contains<br />Home feed<br />Twitter search for “#Utalk”<br />@Utalkmod mentions<br />
    22. 22. Example<br />Hootsuite – mkushin<br />Note:<br />Multiple accts for Twitter<br />LinkedIn<br />Twitter Lists<br />
    23. 23. Tool 2<br />Alerts!<br />Definition<br />
    24. 24. Example<br />Can monitor any news about the university<br />Get auto-emails of new content<br />Don’t have to waste time searching<br />
    25. 25. Tool 3<br />RSS Reader<br />Definition<br />
    26. 26. RSS<br />RSS = = Real Simple Syndication<br />A distribution tool for online content<br />RSS gets updated automatically when new content is published online<br />
    27. 27. Example<br />Can subscribe to feed in my RSS reader<br />
    28. 28. Many Feeds. 1 Reader.<br /><br />Can subscribe to feed in my RSS reader<br /><br /><br /><br />
    29. 29. An Aside: Distribute!<br />To Syndicate = to organize & distribute simultaneously to multiple parties.<br />Others can subscribe to our <br />Useful for distributing any content frequently updated, e.g.:<br />Blogs<br />Podcasts<br />Videos<br />
    30. 30. Sort of things to Track<br />Key players<br />Competitors<br />Mention of our brand, products, etc<br />Industry news<br />Keywords (we’ll talk more about w/ SEO)<br />Image: Laverue<br />
    31. 31. Result: Monitoring Station<br />Create a command center for important info to come to us<br />Photo: eyesore9<br />
    32. 32. In effect<br />People are talking about your brand when they’re happy with you,<br />& perhaps especially when they’re not!<br />Social media helps us monitor that convo!<br />
    33. 33. Example<br />Think about how this could be useful for:<br />A journalist covering the local sports beat<br />PR for a company selling inexpensive but delicious sort-of-meat fast food products<br /> How could we use hootsuite?<br /> What sort of alerts would help?<br /> How could we use Google reader?<br />
    34. 34. Looking Forward<br />Monitoring Station is starting point<br />We’ll build on this to develop greater insight & improve<br />