Social Media Monitoring for Business: The Definitive Guide

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Learn the top level view of how to implement a social media monitoring and listening program. For content, go to http://blog.socialmediahq.com

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Social Media Monitoring for Business: The Definitive Guide

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  2. 2. 2 The Definitive Guide to Social Media Monitoring for Business Table of Contents_____________________________________ Introduction..................................................... 3 Research ......................................................... 4 Building Keyword Queries............................... 6 Tools................................................................ 7 Set Up & Daily Monitoring Tips....................... 8 Gathering Insights from "Listening"................ 9 Conclusion....................................................... 11 Share on Facebook Tweet this Guide Share on LinkedIn
  3. 3. 3 The Definitive Guide to Social Media Monitoring for Business Introduction_________________________________________ If you gotten this far in your social media research process, you know the importance of monitoring and listening within social media. Maybe youre not quite sure how to start or are looking for advice on how to leverage monitoring and listening. Either way, this guide will give you an overview of what you will need to do in order to gain business value from the conversations that are happening online. Before we proceed, here is the difference between monitoring and listening in social media:  Monitoring is the process of surveying conversations related to your business and joining the conversation based on certain criteria in social media guidelines laid out for employees.  Listening is gathering data within social media conversations and creating trending reports that will provide actionable information for a business. In the following pages, you will learn how to research topics, the tools available (free and paid), build keyword phrases that will return accurate results, daily monitoring routines that work, and create listening reports that will lead to actionable insights. Share on Facebook Tweet this Guide Share on LinkedIn
  4. 4. 4 The Definitive Guide to Social Media Monitoring for Business Research____________________________________________ Before you can begin to monitor and listen in on conversations happening within social media, you will need to conduct the proper research. Otherwise, you will be guessing on what YOU think people are talking about. Most of the time these conversations are not relevant to your goals. In addition, you could be missing out on key insights from conversations if you dont identify the topics you need to focus on. You will find that each research activity originates from traditional marketing. Therefore, this should be the easiest part for traditional marketers. Which leads to the observation that traditional marketing research is not dead and social media monitoring and listening is not a replacement but a compliment. Survey Your Customers Make sure to develop a survey that will generate insight from customers. After you have developed a survey, distribute it through e-mail, at check-out, at events, on Facebook, your website, mobile texts, among other channels. Once you have gathered enough data to report "statistically significant" results, you can group each response into topic categories. Frequently Asked Questions Do you have customers that ask the same questions over and over again? These are the types of questions that customer service should keep track of. If your company does not keep track of each type of question, hold a company-wide brainstorming session. Come up with a list of frequently asked questions, and group each question into topic categories Share on Facebook Tweet this Guide Share on LinkedIn
  5. 5. 5 The Definitive Guide to Social Media Monitoring for Business Research____________________________________________ Keyword Research After you have grouped all research into topic categories, you will need to start conducting keyword research, as this will be the basis of your monitoring and listening program. There are many free tools out there, and we suggest using Googles Keyword Tool. The reason you need to do keyword research using a search engine tool is that keywords used in search queries are often used within social media conversations. (would be an interesting study). Come up with a list of at least 10 keywords for each topic category. Some examples of topic categories can be the following:  Brand Names  Key Executives  Product/Service Lines  Customer Service  Advertising  Sales Opportunities Your categories dont necessarily have to be set up this way, but it is important nonetheless to create direction for your monitoring/listening program. Once you have all the proper topics set up, now the fun (yet tedious) process begins. Building the raw keyword queries to insert into your monitoring and listening tools. Share on Facebook Tweet this Guide Share on LinkedIn
  6. 6. 6 The Definitive Guide to Social Media Monitoring for Business Building Keyword Queries ______________________________ The nuts and bolts of your social media monitoring/listening program is building the individual keyword queries. While this process is often tedious, it is necessary to get your program started. In order to build a keyword query, you will need to become familiar with Boolean language. Boolean Language Explained Boolean language is a logic formula developed by British-born Irish mathematician George Boole. It refers to the logical relationship among keywords. So if you are searching for cat food and cat toys, and you only want to see results that are relevant to BOTH of these keywords, you add what is called a Boolean operator to your search. For this example, the search query would be "cat food AND cat toys". AND is the Boolean operator, and you will be served more relevant results using this approach. The same concept relates to monitoring and listening. Imagine if you are a sports retailer in Philadelphia, Pennsylvania, and you want to monitor only the conversations that are happening in your local market. If you monitored "sports equipment", you would be served millions of untargeted results. Now if you use a Boolean operator within your keyword query, it would look like this, "sports equipment AND Philadelphia". The results will be more targeted to your local market. Based off of your initial topic categories and keywords, start building more complex search queries using Boolean language. Create an excel sheet to keep track of all the categories and keyword queries. Share on Facebook Tweet this Guide Share on LinkedIn
  7. 7. 7 The Definitive Guide to Social Media Monitoring for Business Tools_______________________________________________ Free Tools There are many free tools on the market place that you can use to monitor your brand. These tools are excellent for online reputation management and quick response. All you have to do is enter a specific keyword query, and some will allow you to add a location and other parameters. Here are some free tools for you to consider:  Google Alerts  Twitter Search  Social Mention  Addictomatic  Ice Rocket  Topsy Paid Tools If you are interested in tapping into social media conversations for market insights, then you will need to consider a paid tool. The benefit of these types of tools is that you can customize reports according to your needs, and they present a broader view of what is being talked about. Some tools for you to consider are:  Radian6  Sysomos  Alterian SM2  Collective Intellect  Lithium  Attensity360 Share on Facebook Tweet this Guide Share on LinkedIn
  8. 8. 8 The Definitive Guide to Social Media Monitoring for Business Set Up & Daily Monitoring Tips__________________________ Now that you have done your research, built keyword queries, and chosen your tools, now is the time to set up your keywords in the tools and begin monitoring on a daily basis. 3 Steps to Proper Set Up of Keyword Queries  Make sure that your keywords are in an excel document, separated by topic.  Import or copy-paste the keyword queries into the monitoring/listening tool that you have chosen.  Wait a day to see if results come in. If they dont come in, try adjusting the keyword query (hint: try adding a negative Boolean Operator) 3 Daily Monitoring Tips  Check first thing in the morning  Have a crisis plan in place  Route items for response to appropriate people/departments OR respond yourself  Prioritize response speed depending on social media guidelines. Share on Facebook Tweet this Guide Share on LinkedIn
  9. 9. 9 The Definitive Guide to Social Media Monitoring for Business Gathering Insights from "Listening"______________________ If your company is striving for customer-centric products and services, there is no better place to look than the social web. The amount of data that the internet produces everyday is astonishing. And yes, social media conversations are considered data. The reason for this is that technology is in a position to measure and chart out conversations in many types of formats. Some questions that you might ask are Who are my customers, Where are they talking, What are they talking about, Why are they talking about that, How are they talking, and When are they talking. Marketers are in the beginning stages of truly understanding and answering each of these questions through technology. Lets explain below: Demographics (The Who): Data is being aggregated across multiple social networks, including information about the people who interact on all the social networks on the web. Dont worry about your privacy though, as these social networking giants have the business obligation to keep your personal information safe, and if they ever did personally identify you, it is because you opted-in to allow them to do so. Channels (The Where): Each of your conversations originate on a unique social network. The social media listening tools will separate each conversation into a bucket, so you can see what network is hosting the most conversations about the specified keywords. Semantics(The What and Why): We are only in the beginning of semantics, but it is the ability to map themes and the meaning of conversations. Sentiment (The How): Over time, computers have been taught to recognize emotions (positive, negative, positive) within strings of keywords within conversations. Share on Facebook Tweet this Guide Share on LinkedIn
  10. 10. 10 The Definitive Guide to Social Media Monitoring for Business Gathering Insights from "Listening"______________________ Conversation Trends (The When): Conversations naturally have a shelf life, so it is another data point that your company will need to look at. For example, say you are retailer. You might want to look at how early people start talking about Christmas gifts. This help shape your marketing calendar for the upcoming holiday shopping season. This is an obvious example, but you can relate this to your own business, whether it is seasonal or not. Now what can you use all of this insight for?  Product launches  Reactions to advertising  Optimizing spend on effective social channels that are driving conversation  Measuring customer satisfaction  PR crisis prevention  Plus many other aspects of your business Use social media listening as a complement to your current market research, and you will find that many of the insights that you gain from listening will fill in the gaps of traditional research. Share on Facebook Tweet this Guide Share on LinkedIn
  11. 11. 11 The Definitive Guide to Social Media Monitoring for Business Conclusion__________________________________________ Whether youre performing online reputation management or market research, social media monitoring and listening is a critical part of a social media program. In fact, without it, you are missing out on a huge opportunity for your business to generate leads, customers, and to improve the way you do business. Now go out there and open your ears to the sea of conversations! Share on Facebook Tweet this Guide Share on LinkedIn
  12. 12. 12 The Definitive Guide to Social Media Monitoring for Business Next Steps________________________________________ If you are interested in growing your business online, contact Social Media HQ today to start the discovery process. P.S. If you liked this guide please share it with your colleagues, friends, family, or whoever you think might find value in it. Click on one of the share buttons below: Share on Facebook Tweet this Guide Share on LinkedIn
  13. 13. 13 The Definitive Guide to Social Media Monitoring for Business Photo Credits________________________________________ Pg. 3 - PR2020 Pg. 4 - KOC.Wikia Pg. 5 - Get Elastic Pg. 6 - UCLA Library Pg. 7 - Social Conversations Pg. 9 - Creative Triage Share on Facebook Tweet this Guide Share on LinkedIn

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