WTF is social media monitoring? Anthony, Wolfstar Consultancy
Contents• Introduction• What is social media monitoring and why do it?• Procedure• Free tools• Paid tools• Wolfstar case studies: brand sentiment, smart monitoring and crisis communication.• Questions?
All about me….• Intern at Wolfstar Jan 2010. Refused to leave and became Account Executive in May 2010• Clients: ﬁrst direct, SunGard HE, Sony Ericsson, Yorkshire Building Society, GlaxoSmithKline, Smith & Nephew, Lee Cooper and Blackburn with Darwen Council @ajdevenish• Responsibilities: account handling, strategy and implementation anthonydevenish.com
What is Wolfstar Consultancy? An independent public relationsconsultancy specialising in global,European and UK social media and communications
What is social media monitoring? It’s nothing new! – observing people in areas they feel comfortable in, gives insight into inﬂuencing factors and behaviour
But seriously, what is it?• Analysing the way people talk, and act within the social space• Tracking the course of these conversations• Identifying inﬂuencing factors and mapping the relevant zeitgeist• Actioning and using the conversation data where appropriate
Why social media monitoring?• Then: markets are conversations• Now: conversations can become markets Hugh Macleod, cartoonist
But seriously, why?• See what customers, potential customers and other stakeholders are saying• Gauge market feedback, desire and need• Gain actionable insight from these conversations to make improvements to products, customer service, marketing• Discover sites, blogs for outreach.• Early warning and chance to comprehend a crisis before it goes mainstream
Free tools worth my while?• Yes- good for gauging a basic sense of brand sentiment. But they’re often: – Incomprehensive – Simple, automated algorithms – Unreliable in isolation – Limited historical archives – Time consuming
Money well spent?• Paid tools: – Pros: • Information presented simply, and aesthetically • Comprehensive detail levels • Many algorithms are based upon academic theory • On-going support from providers – Cons: • Very expensive • Takes time to become competent • Real-time is more expensive and often unavailable • They all say: ‘we can prove ROI’!
There’s no substitute for…• Human analysis! – Common sense – Applying logic – Judging sentiment – Knowledge of client, sector and context• It involves… – Manually collecting and analysing data – Recording on spreadsheets – Turning into graphs – Many agencies have in-house processes
People who explain it better than I justdid…• http://mashable.com/• http://www.engagingtimes.com/ (Alterian Blog)• http://monitoring-social-media.com/• http://www.philipsheldrake.com /