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Tools and Reviews
Social Media Monitoring Provider Evaluation – Reputation Management News
Social Media Monitoring Tools: What’s Right For You? – PageOne PR
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Slides and Presentations
Social Media ROI: Socialnomics – Socialnomics
Social Media Monitoring for Major Brands – Neville Hobson
Louisville IABC/SMC Social media bootcamp – Katie Paine
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To show off the fantastic features of ImpactWatch (IW), we consistently run a demo highlighting a particular news topic, similar to how our clients track mentions of their brand or industry. For the past several months, we’ve been running a demo on New Energy. This includes everything from wind power to biofuel, and includes key stakeholders and various messages. For this summary, I drew metrics from June 1, 2009 to August 31, 2009. I also drew some comparisons with the previous three month period.
It’s about time for a new demo, so I created a report using the various graphing and reporting features which are fully customizable on IW. I found out some interesting things about the various new energy sources by looking at the articles brought in from over 5300 online sources. Make sure you click on the graphs to see them in full high-res.
Comparing the various “competitors” was interesting. Wind Power was always on the top of the heap, but seemed especially high during the month of July. Delving deeper into the articles which made up that month showed that criticisms of wind energy, a ban on the use in North Carolina, and home tips for wind energy resulted in the increased coverage.
Week-by-week, Water Power was consistently the second-lowest competitor with the exception of the week ending in the 24th of August. This week had a lot of news on the Federal Energy Regulatory Commission (FERC) announcing an agreement with the state of Maine to coordinate schedules and procedures for the review of new tidal energy projects off the coast. By the next week, this coverage had decreased and Water was back in its normal position among the competitors.
The stakeholders were of particular interest. Within ImpactWatch, once a graph is created you can click on the segments to view the articles which made up that particular piece of the pie. I delved deeper to find out why some politicians were in so many articles. The reader should note that this graph does not include Barack Obama (though we were tracking him) due to the fact that his mentions represented over 70% of the graph when included.
Al Gore’s prominent number-one spot should be no surprise as he is known for his outspoken activism for clean energy and the environment. Sarah Palin mentions are a mix between statements from her on new energy and criticisms of her plans. Joe Biden is mostly mentioned in the context of current environmental plans and his opinion on them.
A supermajority of the articles contained messages about politics or development of the new energy sources. When comparing the message pickup from the previous three months to the time period shown in the graph, articles containing global warming mentions were down over 5%. This 5% was almost completely taken over by articles about politics while the percentage of articles about development stayed nearly the exact same (42.2% –> 43.2%).
This sample report shows off some of the great features of ImpactWatch. Not only is it a platform for storing reports for an indefinite length of time, but it’s incredibly easy to use the system to pin-point the reasons behind fluctuations in coverage for a variety of messages. Contact us for a walkthrough of the more advanced functions that IW can provide, including social media monitoring, advanced graphs, and more.
The measurement of success isn’t the creation of a Facebook page or even the number of friends/followers the page has. Rather, success is in the engagement with a particular audience and how that engagement has the potential to impact a preset objective.
If you want to measure the quality of a relationship over time, take a baseline measurement of level/quality of interaction before you begin your efforts (many ways to measure relationships accurately) and compare results afterward. That’s measurement. Not a guess. Not an observation. A measurement.
Are you trying to spend less money, then you need to measure cost savings, not “HITS” if you want to change your image in the marketplace you can’t measure that with hits either, you need to look at positioning and messaging. Remember that you become what you measure, so you need to make sure your metrics line up with what you were hired to do.
With so many different tools to use to measure and engage in social media, it is important to understand how you can get such different results while searching for the same thing on different platforms, or even how some platforms like Google return different results at different times. If you care about accurate metrics or avoiding sifting through irrelevant results you should understand what makes the difference. Most of it comes down to the way you and the tool defines the topic.
For many companies, making sense of consumer generated content in a way that yields actionable results requires specialized technologies. The landscape of providers in this arena is rapidly evolving. While social media monitoring and analysis solutions are generally designed to deliver a similar set of benefits, the underlying technologies can vary dramatically.
What began as a way to engage and support customers has evolved beyond even Avaya’s expectations. And if Avaya ever doubted its investment in social media, those concerns are now put to rest.
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Tools and Reviews
20 Great Social Media Monitoring Tools – Smarter Social Media
Top 5 Budget Social Media Monitoring Tools – Our Social Times
Top 10 Social Media Monitoring Tools and Social Media Monitoring Tools Review – BUZZ by Mikka
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Slideshows and Presentations
Reputation Monitoring – Industrial Strength – Brian Chappell
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I absolutely love movies; I probably go see every single one that comes out in theaters (and yes, that includes such gems as Stepfather). I was excited to see a Twitter application come out that proposed the idea that it could tally a movie review total from tweets. It’s called TwitCritics.
We already have plenty of websites and blogs dedicated to movie reviews, so why use this? Well, I like to think that most Twitter users would immediately tweet about whether or not they liked a movie they just saw. Think of this not so much a review summary, but a ‘first impression’ summary. The system searches for tweets that include a movie title, and then assigns a tonality based on the content of the tweet. A handy ‘mistake’ button is present under each individual tweet to ensure that users can report a faulty rating.
Does it work? Not completely. Its success is on a movie-by-movie basis. Some films that have unique names such as The Men Who Stare at Goats and the tweets for that film are easily recognizable. Other films such as Fame suffer the issue of having a common word for its title.
Most of the tweets were not actually about the movie but were still rated in the system and part of the film’s overall tonality. Often, tweets about an actual film were still not rated correctly. A prime example is below:
Currently, the system doesn’t seem to account for popular acronyms for longer movie titles (such as TMWSAG).
The website is still in its infancy with the Beta only about a month old. Hopefully, they will find a way to work some of the kinks out. It doesn’t really subsist as a standalone product, but I could easily see something like this incorporated into a more robust site like Rotten Tomatoes.
A widescreen approach to social media measurement ultimately looks at the things that really matter: sales, profits, customer satisfaction and loyalty. Besides, honing in on the detail might not be the best use of your time, given the obvious difficulties that arise, particularly with attribution.
Almost all the social media monitoring services mine Facebook for data and present results when they happen. Unfortunately, Facebook is still a bit of a walled garden and a good portion of the activity there goes unseen and unreported by the monitoring firms.
What we need to keep exploring in social media is conversation pathing. Online gives us the best shot at refining measurement that we’ve had, really. The notion that we can trace all of the digital breadcrumbs – conversation points, recommendations and commentary, discussions including a brand within a larger conversation, content marketing, reviews, capturing of offline experiences – and create a weaving, meandering path through the social space in order to move the needle from separate influence points to an overall sense of how the profile of the aggregate conversation drove the customer to the finish line.
Communications professionals are becoming increasingly savvy about digital media, but far too few companies take the opportunity to tie their PR efforts to business outcomes that can easily be measured through web analytics (e.g., website traffic, new business leads, white paper downloads, online sales, etc.).
Online monitoring is broader than Twitter. WebWorkerDaily pulled together some advice on how to make a monitoring dashboard to track online conversations. As Dawn explains, the real magic is in the content you’re monitoring – your strategy and goals should come first.
Making sense of all the content and conversation out there is challenging, but the right listening strategy and tools enables you to filter out the key conversations. That’s the first step in any effective social media strategy.
The fact is, social media marketers are drowning in a sea of metrics. Every social platform and vendor offers its own metrics, and there are literally hundreds of ways to measure the success of social initiatives. With so many numbers to choose from, and so little insight into which metrics are important, it’s not surprising that marketers feel overwhelmed.
After conducting 24 phone interviews, five video interviews, several round-robin Q&As and an online survey among industry movers-and-shakers—not to mention poring over reams of data from studies and surveys—eMarketer sees the following five broad approaches as key to moving forward on the online brand measurement front:
Beyond monitoring, insight from the social sphere is untapped. Social media monitoring is just the first baby step, and most companies haven’t tapped into what the data actually means.
Social media—the most popular are blogs, wikis, social network sites, and microblogging—offer both opportunities and difficulties in the establishment of metrics: Social media adds a level of qualitative information to the quantitative data traditionally made available through web analytics. However, the quantitative information is often restricted and not easily comparable among sites.
You’d think many business people wouldn’t dedicate time or paid personnel to a media initiative unless there were some way to track its progress. And yet, a recent study suggests that willy-nilly approach is the norm for social media adoption among many firms today.
This post is meant remind us of some huge possibilities behind the tool: here are 5 great Yahoo! Pipes that can be used for brand monitoring for competitive research and reputation management:
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Social Media Monitoring Tools and Reviews
5 must have tools for social media monitoring – Social Web School
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Slides and Presentations
The Future Of Social Media Monitoring Marshall Sponder – Web Metrics Guru
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The Royal British Legion is trying to appeal to the young generation (nicknamed the “Afghanistan Generation”) this year by promoting their Remembrance Day poppy campaign through social networks such as Twitter. With a hefty donation goal of £31.5 million, the Legion hopes that by reaching out online they will be able to target the younger demographic.
They also have an iPhone poppy application, an online social hub (http://legionlive.org.uk/), and heavily encourage soldiers to use Twitter to stay in touch with their loved ones.
The Two Minutes of Silence is a way for people to wear a ‘virtual poppy’. On November 11, at 11AM, the Legion asks users to refrain from tweeting for two solid minutes. It’s an interesting approach to the campaign, similar to the Earth Day campaign to go without electricity for an hour. They are hoping that people will help spread the word beforehand with the simple #2minutesilence hashtag. I certainly bet that two minutes of no activity on Twitter would be noticeable.
Another timely way Twitter is used to inform the masses is by simple one-shot accounts aimed at specific news items. Statesman.com created a Twitter account to follow the tragic Foot Hood shooting that occurred recently. They also created a list to capture all the national attention the shootings were garnering. This kept families and loved ones informed of what was happening with hourly information and up-to-date news.
Personally, I think it’s wonderful to see these two recent examples of Twitter used to have a positive impact and keep people informed of important issues. It bolsters my opinion of the platform quite a bit after realizing last week that the most followed and listed people were nearly all celebrities.
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