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Social	media	monitoring	
Basics,	opportuni4es	&	limita4ons	
	
Stefan	Evertz	/	Cortex	digital
I	am...	
Stefan	Evertz	
Digital	Consultant	(Cortex	digital,	Cologne)	
	
	
	
Topics	
•  Digital	strategy	
•  Social	media	monitoring	
–  Assistance	for	tool	selec4on		
–  Tool	Setup,	op4miza4on	&	analysis		
Social	media	monitoring	 Stefan	Evertz	/	Cortex	digital	 2
Social	media	monitoring	
Web	analy4cs	
Social	media	analy4cs	
Social	media	monitoring	
Publishing	
Social	media	monitoring	 Stefan	Evertz	/	Cortex	digital	 3	
Engagement
Social	media	monitoring		
•  Usually	done	supported	by	tools	due	to	the	large	
amount	of	data	
•  Tools	are	crawling	the	web	to	find	all	public	men4ons	
matching	the	phrase	/	search	query	used	
•  Difference	to	Google:	Google	tries	to	show	the	most	
relevant	results,	while	monitoring	tools	try	to	show	the	
newest	results	(or	based	on	a	provided	4me	axis	/	
4meline)	
Social	media	monitoring	 Stefan	Evertz	/	Cortex	digital	 4
Never	forget...	
•  Goals	
•  Strategy	
•  Channels	/	plaTorms	
•  „Facebook	is	no	strategy.	“	
•  „It	is	no	goal	to	achieve	10.000	fans	at	
Facebook	“		
Social	media	monitoring	 Stefan	Evertz	/	Cortex	digital	 5
Content	strategy	cycle	
Analy4cs	/	
Monitoring	
(Content)	
Strategy	
Produc4on	/	
Publishing	
Engagement	
Social	media	monitoring	 Stefan	Evertz	/	Cortex	digital	 6
Scenarios	
•  Reference	measurement	/	Buzz	
•  Iden4fica4on	
–  Influencers	
–  Hot	Spots	
–  Topics	
–  Sen4ment	
–  Networks	
•  Engagement	
•  Publishing	
•  Op4miza4on	/	Analy4cs	
•  Documenta4on	
Social	media	monitoring	 Stefan	Evertz	/	Cortex	digital	 7
#refugeecrisis	(1/2)	
•  Sedng	„Digital	refugees“	
–  Objec4ve:	Analyze	/	an4cipate	refugee	movement	in	
Europe	
–  Most	important	elements:	Smartphone,	Wifi	/	mobile	
net,	power	/	electricity	
–  Research	prior	to	escape	using	Google	/	Google	Maps	
–  Used	channels	/	plaTorms:	Mostly	non-public	
(Whatsapp,	Other	messengers,	closed	Facebook	
Groups)	
Social	media	monitoring	 Stefan	Evertz	/	Cortex	digital	 8
#refugeecrisis	(2/2)	
•  Cri4cal	aspects	
–  Access	to	online	communica4on	not	possible	(based	on	
legal	/	technical	issues)	
–  Limited	language	coverage	(tools	/	analysts)	
–  Limited	geographical	context	(geo	data)	
–  Medium	to	high	propability	that	refugees	are	„encryp4ng“	
their	public	communica4on	(not	always	inten4onally)	
•  Reachable	objec4ve?	No.	
Social	media	monitoring	 Stefan	Evertz	/	Cortex	digital	 9
Social	conversa4ons	(1/2)	
•  Sedng	„Regional	conversa4ons“	
–  Objec4ve:	Analyze	regional	/	local	conversa4ons,	e.g.	
in	order	to	an4cipate	cri4cal	topics	and	situa4ons	(to	
support	missions	in	foreign	coun4res)	
–  Regionally	different	internet	usage	/	coverage	of	
mobile	internet	
–  Regionally	different	popularity	of	networks		
–  Mixture	of	regional	languages	(e.g.	Pashto	/	Dari)	
Social	media	monitoring	 Stefan	Evertz	/	Cortex	digital	 10
Social	conversa4ons	(2/2)	
•  Cri4cal	aspects	
–  Access	to	social	media	communica4on	mostly	not	possible	
(based	on	technical	issues,	e.g.	Facebook)	
–  Limited	language	coverage	(tools	/	analysts)	
–  Limited	geographical	context	(geo	data)	
–  Depending	on	region	/	language	high	costs	for	tools	and	
analysts	(commercial	tools	are	focussed	on	large	regions	/	
language	areas)	
•  Reachable	objec4ve?	Maybe.	
Social	media	monitoring	 Stefan	Evertz	/	Cortex	digital	 11
•  Stefan	Evertz	(@hirnrinde)	
•  Cortex	digital,	Cologne	
•  cortexdigital.de	
•  www.MonitoringMatcher.de	
Stefan	Evertz	/	Cortex	digital	 12/17	
Thanks	for	your	alen4on!	Ques4ons?	
Social	media	monitoring

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