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Welcome to the hand-out version of our
training session focusing on social media
monitoring and research.
This is a very top line look at some of the tools
you can use to keep track of online
Our process – a quick reminder...
We use a very straightforward process when
developing social media activities, whether they
are for internal or external audiences.
It starts with listening, and developing a specific
picture of what our relevant communities are
saying / doing.
Once we know what we are dealing with, we
establish the best ways to engage with them,
adding value at all times.
Following a specified phase of engagement we’ll
analyse the impact we’ve had, taking those
learnings and feeding them back into the ongoing
Our guiding principles
In our experience, success in the social media
space is shaped by four principals:
- Be useful
- Add value
- Never sell
- Respond quickly
If these elements are part of your approach, the
communities you operate in are far more likely to
follow you, trust you and ultimately, recommend
Why listening is important...
Social media platforms connect people with shared
interests and passions.
People participate because they have something of
value to contribute (in most cases).
They are engaging in conversations and sharing
things that their networks are interested in.
If we take the time to see what they are saying /
doing, our job is much easier.
We should shape our activity on the people we
want to reach.
They are our ‘editors’.
10 reasons why brands listen...
‘Expressed’ needs Competitors
‘Crowd’ sentiment Influencers
Crisis / issues Threads / chains
Via top rank marketing blog
A real life example...
“I bought a mattress
from Argos based
(primarily) on this
Listening out for?
We want to listen for things like:
- Brand mentions
- Products / services
- People mentions
- Topics / subjects
- Journalists / bloggers
- Comments / views
The great thing is that everyone is providing these
insights for free.
Right here, right now.
The basic monitoring toolkit...
Today, we are going to briefly look at some basic
free tools you can’t start using straight away for
current and prospective clients.
You may be familiar with some of the tools, but
each has a role to play if you want to get an overall
picture of what is being said / shared.
Best general snapshot tools
- General / day-to-day
- Audit stage
- Activity monitoring / buzz
- Make these the tools the
foundation of your listening
Real time Twitter tools
- Great for Twitter
- Can identify influencers
- Ranks content in order of
popularity which is useful
- Make the most of the
keywords featured in the
bottom left corner
- BackTweets is great to see how often
people are tweeting links to a website
- Monitter is great for looking at local
buzz, especially when managing an
- Only use these if Twazzup.com
doesn’t go deep enough for your
- Discover blogs by topic / author
- Track published posts and run
- Get an indication of blog
- Search both posts and blogs as
results can vary
Forums / blog comments
- Goes beyond blogs and
gives you an insight into
responses to topics
(especially useful for
- Gives you a feel for what
lengths people will go to in
order to be heard
(then search by tool type)
- iGoogle is such an easy way to
keep track of news, feeds,
searches – worth setting up as
your home screen dashboard
- Bookmark any page from
the web and store it via
tags / folders
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