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4 KEY PRINCIPLES OF AN EFFECTIVE 
SOCIAL MEDIA INSIGHTS APPROACH
SETTING A PROPER STRUCTURE AND PROCESS 
• Social media insights should be data 
driven 
• Social media data should be 
sup...
DATA DRIVEN APPROACH 
• Is your target group active on social media? 
• Which part of the target group is active? 
• Could...
SUPPLEMENT YOUR DATA 
• Understand the type of data you are dealing with and what it can 
reveal 
• Transform and structur...
PROPER GOVERNANCE FRAMEWORK 
• Incorporate social media insight into existing business processes and the 
organizational s...
CHOOSE THE RIGHT TOOLS 
• Examine what you need the tool to do- do you need to see trends through time or gather data on t...
Keep these principles in mind when developing your social media strategy and 
you are on your way to success. 
Or contact ...
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4 KEY PRINCIPLES OF AN EFFECTIVE SOCIAL MEDIA LISTENING APPROACH

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Pitfalls in your social media strategy could be circumvented by setting a proper process and structure around the social media insights initiative. This initiative should be guided by the four following principles...

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4 KEY PRINCIPLES OF AN EFFECTIVE SOCIAL MEDIA LISTENING APPROACH

  1. 1. 4 KEY PRINCIPLES OF AN EFFECTIVE SOCIAL MEDIA INSIGHTS APPROACH
  2. 2. SETTING A PROPER STRUCTURE AND PROCESS • Social media insights should be data driven • Social media data should be supplemented with other sources • Having a proper governance framework for social media insights • Having the right tools for social media insights
  3. 3. DATA DRIVEN APPROACH • Is your target group active on social media? • Which part of the target group is active? • Could your data be biased?
  4. 4. SUPPLEMENT YOUR DATA • Understand the type of data you are dealing with and what it can reveal • Transform and structure the data for further analysis and mark all the steps in doing so • Find other sources of information, such as survey, web analytics, SEO or traditional market research, that can contextualize your data and make it less biased • Find answers to the “who”, “what”, “where”, “when”, “how much” and “why” in the social media data supplemented with other data sources
  5. 5. PROPER GOVERNANCE FRAMEWORK • Incorporate social media insight into existing business processes and the organizational structure • Align the goals of the social media insights initiative with business objectives • Ensure that you have the right skillset on board and that people involved understand the point and value of data and can communicate results clearly • Ensure alignment with internal stakeholders before the initiative starts and assure they have a chance provide input and shape the process • Hold transparency as paramount in communication of the data and insight. The strengths and limitations of the data have to be apparent to anyone accessing the results • Create an execution plan following the principles of try, fail fast, reiterate and get it right • Transfer results into action in dialogue with owners of other digital assets within the company
  6. 6. CHOOSE THE RIGHT TOOLS • Examine what you need the tool to do- do you need to see trends through time or gather data on the go? • Data coverage of the tool needs to be in-line with your scope. Make sure the chosen tool covers all of your channels, languages and geography, as well as special needs such as location accuracy and tracking of mobile users • Allocate a budget for the tools after you have done initial research. It is unlikely that one tool can address all of your needs, so you might need to prioritize • Lower cost with ongoing monitoring but limited analytical capability (Radian 6 & Sysomos Heartbeat, Lithium etc.) • Higher cost and more geared toward research (Brandwatch, SysomosMAP, Infegy, etc.) • Make a tool matrix of the primary requirements you need to cover and DO a cost benefit analysis. If, for example, you will face tight delivery deadlines, the tool must facilitate a fast access to data • Consider the vendor’s pricing model and support offered. Some might charge you based on volume of conversation, while others will allow you fair usage of data. In some cases the pricing will depend on the real time access to data, which you might not need at all. Vendor support is extremely important if you face issues such as downtime, API or implementation problems
  7. 7. Keep these principles in mind when developing your social media strategy and you are on your way to success. Or contact us if you need help with your social media strategy. valtech.dk mari-ann@valtech.dk

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