Monitoring Trends on social media: Twitter, Blogs, and Google Insights
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Class lectures for Comm 399: Fundamentals of Social Media, Fall 2012, Department of Communication, Shepherd University.
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Monitoring Trends on social media: Twitter, Blogs, and Google Insights
- 1. Trends in Online Behavior Professor Matthew Kushin, PhD Shepherd University | Department of Mass Communication | 2012
- 2. Review: How do they monitor? 2 popular ways: Monitoring the “real time web” Exploring “trends” on the social web Today’s Focus
- 3. 2: Social Data Trends
- 4. Trending Data on an issue, subject or event over a period of time uncover trends, or patterns of behavior These trends can inform decision making
- 5. Uses Some include: Compare and contrast performance of different keywords. E.g., brand names Segment search data by geographic regions (country, state, city). Identify search keywords that are most important in any industry
- 6. Sort of things to track Key players Competitors Mentions of our brands, products, etc. Industry news keywords
- 7. 3 Types of Tools Twitter Trends Search Trends Blog Trends
- 8. 1) Twitter Trends There are many, but 1 I like is: Archivist Url: http://archivist.visitmix.com/ We’ve explored this before!
- 10. Example Scenario You work for Chrysler and you’ve recently put out an $8 million dollar, Eminem advertisement You want to know how the twittersphere is reacting. Why? You know many people go to Twitter to share info & ideas. So, you can get an easy, free sense of how many people are talking about your brand.
- 11. Tweets with “Chrysler” on/after 2-6-11 Superbowl
- 12. Months later…. Chrysler less talked about on Twitter than Ford May 17, 2011: Searched Trendistic: “Chrysler, Ford”
- 13. 2) Blog Trends Similar to Twitter trends, except: Allow us to see most popular topics people are blogging about Why valuable? Bloggers are influential, convo starters.
- 14. Icerocket (blog) URL: http://trend.icerocket.com What is it: Set of tools for blogosphere data Use: A few. But 1 is seeing trends in blogs over time. Click keyterms to see blog posts from a point in time
- 15. Example Buzz on blogosphere when Microsoft acquired Skype
- 16. Example Client Search for Chrysler, Ford, Dodge (owned by Chrysler) Note in Feb Chrysler spiked but trailed off while Ford remains strong
- 17. 3) Search Trends Google Search Insights Tracks Google.com searches (only) Url: http://www.google.com/insights/search
- 18. Example Scenario #1 Scenario: Your want to demonstrate your Chrysler ad campaign is generating buzz. Notice a spike on Google searches
- 19. Example Scenario #2 Seasonability When is the best time to launch a campaign? “Personal budget” Budgeting is much more top of mind around the New Year so maybe a New Year’s resolution based campaign would strike a cord with consumers
- 20. Example Scenario #3 You want to know what product features people search for the most, when they look for a smart phone. You’ve created a product to rival the iPhone and want to see if you’re gaining traction
- 22. Tonigh! Go to the following link: http://bit.ly/FSM_LabTrends Read through material, do tasks Watch videos (please watch individually w/ your earphones on) This material will prepare you for Participation #4 When ready, goto Sakai to download Participation 4 – Trends Quiz Turn in next class. #4 is graded based on % correct.
Editor's Notes
- We’ll look @ just twitter and search trends
- Do a basic search for a few terms: iphone, android, etc.