Digital listening is key to understanding our audiences, mitigating risk, measuring success and overall knowing what is being said online about our brand. Tyler Thomas, UNL's social media specialist presented on the importance of digital listening and provided examples on how to implement for individual units, departments, colleges and companies.

2. Social Media Listening
A CASE STUDY
Tyler Thomas - @TylerAThomas
#UNLTT

3. Social Media
“Listening” is important
#UNLTT

4. We Know • WE CAN FOLLOW USERS
• USERS CAN FOLLOW US
• USERS CAN MENTION US
• USERS CAN TAG US IN
POSTS
• USE OUR
BRANDED/PROMOTED
HASHTAGS
#UNLTT

5. #UNLTT

6. But what happens when
they don’t?
#UNLTT

7. #UNLTT
@GWGOES2COLLEGE
@D_CLAWS

8. Our
Social Media
Listening
Goals
• PROVIDE GREAT
CUSTOMER SERVICE
• MITIGATE ISSUES
• MANAGE RISK
• ENGAGE USERS WHERE
THEY ARE
• KNOW WHAT’S BEING
SAID:
›› ABOUT US
›› BY WHO
›› WHEN
›› IDENTIFY INFLUENCERS#UNLTT

9. Introducing
Brand Keywords,
Phrases & Locations
#UNLTT

10. #UNLTT
@GWGOES2COLLEGE
@D_CLAWS

11. Brand
Keywords &
Phrases
WHAT WORDS ARE
USERS
SHARING CONTENT
WITH?
• ARE THEY USING YOUR
BRAND NAME?
• ARE THEY USING SHORT
VERSIONS OR
ACRONYMS?
• DO THEY SPELL
CORRECTLY?
• WHAT HASHTAGS? #UNLTT

12. Brand
Keywords &
Phrases
WHAT WORDS OR
PHRASES
SHOULD YOU EXCLUDE?
• ARE THERE OTHER
ASSOCIATIONS OR
PHRASES YOU SHOULDN’T
INCLUDE IN YOUR
SEARCH?
#UNLTT

13. Where are
users sharing?
#UNLTT

14. #UNLTT
@GWGOES2COLLEGE
@D_CLAWS

15. Right now, we listen
where we post,
but what about other
digital streams?
#UNLTT

16. Where
• SOCIAL MEDIA
PLATFORMS
›› ARE YOU CHECKING
LOCATION CHECK-INS
›› LOCATION PHOTO TAGS
(‹‹INSTAGRAM››)
• YOUTUBE
• TUMBLR & OTHER BLOGS
• RSS FEEDS
#UNLTT

17. #UNLTT
@GWGOES2COLLEGE
@D_CLAWS

18. Why
WE CAN BETTER
ACCOMPLISH OUR GOALS
BY
• OPENING NEW STREAMS
OF ONLINE
COMMUNICATION
• NEW OPPORTUNITIES TO
ENGAGE USERS
• FIND USER GENERATED
CONTENT
• CONNECT WITH KEY
INFLUENCERS #UNLTT

19. @GWGOES2COLLEGE
@D_CLAWS
#UNLTT

20. @GWGOES2COLLEGE
@D_CLAWS
#UNLTT

21. @GWGOES2COLLEGE
@D_CLAWS
#UNLTT

22. @GWGOES2COLLEGE
@D_CLAWS
#UNLTT

23. What’s next?
#UNLTT

24. What’s Next?
• A SMALL GROUP IS
ACTIVELY TESTING AND
EVALUATING TOOLS THAT
ASSIST WITH ONLINE
LISTENING AND WE HOPE
TO BRING A SOLUTION TO
CAMPUS
• START YOUR LIST OF
KEYWORDS & PHRASES
• UNCOVER LOCATIONS
THAT MAKE SENSE FOR
YOUR GROUP
• SET UP GOOGLE ALERTS#UNLTT

25. Thank You!
QUESTIONS?
Tyler Thomas - @TylerAThomas
#UNLTT