This document discusses social media monitoring and provides information on why, where, what, and how to monitor social media. It outlines basic concepts like influence, sentiments, and workflow processes. It recommends monitoring company names, products, executives, and competition. Popular social media sites and tools for monitoring are listed. The document observes that companies are not taking advantage of customer information and should focus on engaging customers and becoming a resource to others through content marketing. Various dimensions for analyzing social media conversations are presented, as well as options for tracking and analyzing audio and video content.

1. Social Media Monitoring
Ahmed Bouzid
Director of ProductDirector of Product
Angel, Inc.
October 4, 2010

2. The Basic Questions
• Why Monitor?
• Where to Monitor?
• What to Monitor?
• How to Monitor?• How to Monitor?

3. Basic Concepts
Influence/Influencers: blogs, tweets, facebook pages
Sentiments: positive/negative
Volume: the amount of buzz out there.
Workflow: process of tracking, responding, etc.

4. Why Monitor?
- Knowing what people are saying about you
- Identify evangelists
- See who is defending you and who is attacking you
- Track what people are saying about your competition
- Detect market shifts
- Detect people in need
- React in a timely fashion when a reaction is needed

5. What to Monitor?
• Company name
• Taglines/trademarks
• Product name(s)
• Key exec names• Key exec names
• Competition and name of their execs

6. Where to Monitor
• Client cyber hangouts
• Potential client cyber hangouts
• Leading blogs
• Leading Podcasts• Leading Podcasts
• Youtube

7. Tools
Google Alerts: must do.
Twitter Advanced Search
Radian6
Twazzup
Tweetdeck
Social mentionSocial mention
Icerocket: powerful but not easy to use
Addictomatic
Boardtracker
Hootsuite
Seesmic
Scoutlabs

8. Discoveries
• Complaints
• Suggestions
• Raves
• Recommendations• Recommendations

9. The 6Dimensions
• Agent
– Influencer/Leader
– Follower
• Audience
– Followers
– Peers
– General
• Action• Action
– Initiation
– Reaction
– Propagation
• Sentiment
– Positive
– Negative
– Neutral
• Place: Facebook/Twitter/Forum?
• Time: how old is the item?

10. Observations
• Companies are doing a lousy job exploiting information right under
their nose:
– Tickets
– Support calls
– Sales calls
– Filled out forms
– Emails to execs
• Companies are not engaging their clients:
– Clients like to express themselves
– Clients will reach out to you first with complaints
– Great opportunity to discover discontent and to preempt public
negative comments
– Clients hate being ignored
• How do you convert information into action?
– Example of someone raving about you

11. Observations
• The Mobility dimension: bricks and mortars are back. Geolocation. Back to
the future.
• Customers are listening to each other and are tuning out marketing
messages
• Key to success is becoming a resource to others: content marketing. Create
value.
• Monitoring is about detecting movement and action as well as content
• The focus should be on the customer not on the company
• Web 2.0 is about democratizing publishing. Web 3.0 is about democratizing
data mining of all the content that's getting published out there.
• Why do companies create a facebook page/tweet
– Everyone is doing it: many feel it's a fad...
– The few who are doing it right see them as a tool

12. Tracking Audio
• Speech recognition
• Audio Mining
• Speech analytics
• Automated transcription• Automated transcription
• Statistical Language Modeling
• Voice Application Analytics

13. Audio/Video Search Engines
• Yahoo Audio Search
• BlogDigger
• SingingFish
• FindSounds• FindSounds
• Podscope
• Blinkx

14. Audio Mining/Speech Analytics
• Nexidia
• Verint
• Clickfox
• OnviSource• OnviSource
• ramp.com (formerly EveryZing)
– Integrated audio, video, text and image
content optimization
– ezSEARCH / ezSEO