Social Media Monitoring Anne Mims Adrian, Auburn University-eXtension email@example.com @aafromaa and @milfamln Terry Meisenbach, eXtension [email_address] @tmeisenbach and @begrowcreate ACE NETC 2011 June 2011
Process Know why you are monitoring Know and set goals Determine terms Identify where Listen Determine action Build relationships Adjust action Evaluate Repeat
Who, What, Where, Why, How? Why do you want to monitor social media? Who do you want to monitor? What do you want to monitor in social media? Where do you monitor in social media? How will you use the results?
Purpose examples Companies want to track reputation, brand, & product mentions to increase sales. Companies want to monitor what consumers are saying about their own or their competitors' products. Companies want to monitor what consumers are saying to improve their products and services.
Purpose examples Extension wants to learn from communities. Extension wants to build relationships and its credibility . Extension wants to track its reputation and success of programs.
Why? When to tune in Most important to pay attention to Community voice to identify needs and give direction Influential people to build relationships Response
Monitor brand or product Brand/product mentioned increases by a set percent during and after a campaign Sentiment (positive/negative ratio of product increases by set percent Increase visits to web site (by percent or number) Reputation improves >>> Which leads to increase in sales
Monitor Extension Program Build community and offer support for military families Increase the relationship between Extension and military family service professionals Link military family service professionals to existing Extension educational resources >>> Military Family Service Professionals to make use of highest quality, research and evidence based information, best practices, and education in their programming activities.
Monitor Extension Program Increase use of Extension and research- and evidence-based education, programs, and information. Increase the communications and exchange between Extension and military family service professionals Visits to eXtension educational resources increase from military installations. >>> Military Family Service Professionals make use of highest quality, research- and evidence-based information, best practices, and education in their programming activities.
Extension Program Now is your time to practice List measurable social media goals >>> What is the overall goal?
Determine Terms and Where What terms do you expect your audience/community to search for on the web when looking for resources? What terms do you expect your audience/community to use in online social spaces while talking about their work?
Terms (Need to use more common language than some of these) Military families Deployment Military pay changes Discipline children Parenting on installations Parenting Child development Separation anxiety Parents Single parents Child development Feeding children Military Wife Military Mother Financial Literacy Single parenting Reintegration Stress management Military children books Personal finance program managers Lifestyle transitions Military move Paying down debt Retirement planning Meals on a budget Job Search
Listen Content (what's being said) Context (where is it being said) Sentiment What are the gaps in the conversation? Volume (strength of the conversation; higher in volume, greater vibe).
Determine next step Join conversation Become engaged Develop relationships Find and utilize influentials Use what you learned to integrate into programming Can you be helpful--just by joining the conversation Is the community teaching you something you did not know?
Then what? Is there a call to action? Monitoring is not only a marketing activity. Monitoring can be used for needs assessment, customer service, improve programs within context. Who needs the information from monitoring?
Evaluation What kind of change in content and context What kind of change in Sentiment (when referred to Extension materials or references) Did we fill a gap? Volume in change in links (visited/comments/references) Is there evidence of learning? Changed behavior? >>>Use relationships to assess changed behavior
Products Radian6 Lithuim ScoutLabs SAS PeopleBrowser
Products Free but not comprehensive Google Alerts Twitter Search Blog Search Klout, free and professional version PeerIndex, free and professional version TweetReach, free and professional version Google Analytics Facebook Insights YouTube, Slideshare, Flickr with professional version
Final Thoughts Share your questions and ideas. Thank you for your participation. Anne Mims Adrian, Auburn University-eXtension firstname.lastname@example.org @aafromaa and @milfamln Terry Meisenbach, eXtension [email_address] @tmeisenbach and @begrowcreate