This document provides guidance on monitoring social media and measuring what is important. It outlines four steps: find what to monitor, measure using appropriate metrics, analyze the data, and take action. Key metrics to measure include flow, content, creators, and community. When analyzing, consider the intent and tone of discussions. For action, determine if a response is needed based on factors like whether a post is positive, from a troll, or aims to degrade others. The goal is to monitor ongoing discussions and take appropriate action.

1. Measuring Social Media: Measuring what’s important to you Getting Started

3. Why does monitoring matter?

4. What’s your target?

5. Four steps to monitoring Find, Measure, Analyse, Act

6. Find Search/Monitor

7. Remember the timescales Ongoing Periodic

9. Free tools Professional tools

10. Layers Free Tools Human Data Professional Tools

12. The noise never stops

13. Measure The right metrics

19. Community

21. Measure what matters to you

22. Analysis Asking the right questions

23. Filtering

24. What does it mean to you?

26. Action What to do?

27. What to do? Is the post positive or balanced? TROLLS Is the person dedicated to degrading others? RAGER Is the posting a rant, rage, joke or satirical? MISGUIDED Are there erroneous facts? UNHAPPY CUSTOMER Is the posting a result of a negative experience? MONITOR ONLY Avoid responding to specific posts; monitor and flag internally FIX THE FACTS Do you wish to respond with factual information? CONCURRENCE A factual and well cited post, which may agree or disagree with you yet is not factually erroneous, a rant or rage, bashing or negative in nature. You can concur with the post, let stand or provide a positive review. Do you want to respond? LET STAND Let the post stand – no response RESPONSE CONSIDERATIONS RESTORATION Do you wish to rectify the situation reasonably? Transparency Cite sources Timeliness Tone Influence Yes Yes Yes Yes Yes No No No No Yes Yes No Adapted from Air Force Web Posting Response Assessment

28. Constant

29. Daily

30. Periodic

31. Rinse and Repeat