#Manship4002 Social Media Monitoring and Measurement - Lecture 12

1. SOCIAL MEDIA
MONITORING &
MEASUREMENT
#Manship4002

2. BUT HOW DO WE MONITOR AND MEASURE
OUR SOCIAL MEDIA EFFORTS FOR
SUCCESS?
 “Companies are now aware of the imminent
need to focus on developing personal two-way
relationships with consumers to foster interactions
(Li and Bernoff 2011).” - ref
 “Internet users are turning away from traditional
media and are increasingly using social media
channels to search for information and opinions
regarding brands and products (Mangold and
Faulds 2009; Bambauer-Sachse and Mangold
2011).” - ref

3.  We can‟t control what is being said on social media
platforms about our products, services, staff etc…
 So what can we do? Keep an eye on these
channels and make sure that all mentions are
appropriately dealt with.
 In other words, monitor & measure!
 Organizations today have new immediate real-time
insight into the thoughts, views and feelings of
audiences, customers and stakeholders, including
journalists, politicians, and many other important
influencers – all on outlets like
Twitter, blogs, Facebook, etc.

4. REAL-TIME PUBLIC RELATIONS
 PR has increasingly shifted to real-time – active
listening and responding to customers/audiences
via social media
 Success requires
 active listening
 responding with the appropriate
content, information and insight
 creating proactive opportunities to converse with
stakeholders in real time
 feeding acquired knowledge from this “listening”
back into the organization in real-time
Share This: The Social Media Handbook for PR Professionals

5. 5 REASONS WHY SOCIAL MEDIA
MONITORING IS ESSENTIAL - @RUXANDRARUX
 PR is about anticipation and interpretation of public opinion and
attitudes that might impact the future of an organization.
 Social media monitoring can be used to avoid issues
management that might, sooner or later, turn into a crisis.
 Social media monitoring can be used for:
 Market research
 Sentiment analysis (toward the brand, etc.)
 Competitor analysis
 Insight into target audience categories (finding out more about
audience location, online habits, etc.)
 Things we used to do: Have e-mail alerts delivered to us of any
mentions of our organization / brand
 Things we can do today: Scan social media for mentions of our
organization / brand

6. 5 REASONS WHY SOCIAL MEDIA
MONITORING IS ESSENTIAL - @RUXANDRARUX
 “a monitoring tool can provide information revealing
on which social media channels there was the most
and the least interaction, which topics drove
conversations and which were the third parties that
supported the campaign.”
 By monitoring social media, we can turn complaints
and negative feedback into positive publicity.
 Respond promptly to negative comments
 Provide feedback/support
 Offer information and the right tools to the user
 Show concern for the audience / customer

7. STAGES OF SOCIAL MEDIA METRICS
 Exposure: To what degree have we created exposure
to content and messages?
 Engagement: Who is interacting and engaging with
our content? How and where? On what platforms
(Twitter vs. Facebook? Reddit? Instagram?)
 Influence: How did we influence perceptions and
attitudes of the target audience?
 Action: What actions if any has the target audience
taken?

8. STAGES OF SOCIAL MEDIA METRICS
 Exposure:
 Impressions
 Clicks
 Page views
 # of followers
 Engagement:
 Duration of page views
 Number of retweets
 Number of @ mentions
 Return visits, comments, subscriptions, etc.
 Influence:
 Changes in opinions and attitudes
 Sharing; telling a friend; audiences telling their own stories using a hashtag
 Ratings / reviews
 Action:
 Number of visits to the website
 Number of people who visited the store, purchased a product, attended an
event, etc.
 Requesting of more information

9. FORWARD-THINKING CAMPAIGNS
ARE HARNESSING SOCIAL MEDIA
MONITORING

10.  As soon as the lights went out in
New Orleans, the Oreo and 360i
social media teams were prepared
to jump on the opportunity.
 They released a quick-fire
advert, broadcast over their social
channels, referencing the blackout
and linking it back to their brand.
 Knowing that Twitter would be the
hotbed for social activity during the
game, Oreo was prepared to
succeed – which they did, with
over 16,000 RTs. Before the game
even began, Sarah Hofstetter and
the 360i team assembled an on-call
team in their New York offices with
representatives from Oreo present
as well, so that any idea that
sparked could be posted as soon as
possible.
Oreo – Dunk in the Dark
http://www.brandwatch.com/2013/02/how-one-brand-has-changed-the-game-for-social-media-marketers/

11. LESSONS FROM OREO DUNK
 Scheduled weekend tweets don‟t take
advantage of social media monitoring
 24/7 ON cycle of social media
 Social media listening can sometimes outperform
big-money advertising. Oreo trumped these
advertisers with their „Dunk in the Dark‟ tweet:

12. BENEFITS OF SOCIAL MEDIA
MONITORING
 If you aren‟t listening and understanding on
social media, then you can‟t start to enter the
conversation in a meaningful way that will start to
help you achieve real organizational and
business objectives.
 Using real-time social data, we can access
consumer
behaviors, attitudes, preferences, ideas, affinities
and sentiment.

13. READING: HOW PR EXECUTIVES
PERCEIVE AND MEASURE IMPACT
OF SOCIAL MEDIA (DISTASO, MCCORKINDALE, WRIGHT, 2011)
 “The challenge for public relations practitioners is
not just trying to find the best way to incorporate
social media strategically, but also to determine
the best way to measure it beyond merely
counting followers or fans (McCorkindale, 2010).”
 As one participant stated, the greatest risk is to
“ignore social media and to allow conversations
to happen without awareness or participation.”

14. READING: HOW PR EXECUTIVES
PERCEIVE AND MEASURE IMPACT
OF SOCIAL MEDIA (DISTASO, MCCORKINDALE, WRIGHT, 2011)
 PR executives want to know more about how to:
 measure “behavioral outcomes, not just reach,”
 “connect media metrics to corporate communication strategy,”
 “get concrete and meaningful measures of impact. . .influence
behavior,”
 “best measure the effectiveness of social media in driving
employee engagement and consumer purchases or actions,”
 “measure mobile,”
 “measure impact,”
 measure in a way that “shows it contributes to strengthening the
brand,”
 measure the “age and social status of the audiences,”
 correlate with corporate reputation and behavior, calculate
return on investment, and
 measure credibility

15. FREE SOCIAL MEDIA MONITORING TOOLS
 TweetReach: Who is reading your tweets? How is it being
shared? What is the measured impact of what you’re putting
out there? TweetReach is a social analytics tool that helps you
capture this valuable information.
 Twitalyzer: Measure your impact, engagement, and influence
on Twitter with this tool.
 PeerIndex: Use this tool to determine your online authority and
who your online brand advocates are.
 SocialMention: Track and measure who is talking about you,
your company, your product, or any topic related to your
industry.

17. FACEBOOK PAGE INSIGHTS

18. FREE SOCIAL MEDIA MONITORING TOOLS
 Google Alerts are email updates of the latest relevant Google
results based on your choice of query or topic. You can
subscribe to each alert through email and RSS. The alerts
track blog posts, news articles, videos and even groups. Set a
"comprehensive alert," which will notify you of stories, as they
happen, for your name, your topic, and even your company.
 Twitter alerts: Conduct a search for your name, your
company's name, or various topics you're interested in and
then subscribe via RSS. Twilert and TweetBeep are additional
tools you can use to receive email alerts.

19. SOCIAL MEDIA MONITORING TOOLS
 SocialBro: This tool gives you detailed information about your
Twitter community so that you can interact with followers
more efficiently and garner the best results. (Free Trial)

20. WHICH TOOL SHOULD YOU USE?
Gleanster’s Social Listening Report

21. THINK BEFORE YOU MEASURE
 Before interpreting any social media metric ask
yourself these questions:
 Is this metric relevant?
 Does it matter?
 Why does it matter, and what other information do I
need to pair with it?
 What is the number actually telling me, and how can I
use it? Improve upon it?
 Is there spam or noise in this metric?
 What constitutes real engagement? Do Facebook
„likes‟ translate into conversations?
 Think about your specific goals before deciding on
a social media monitoring or measurement tool

22. READING FOR NEXT CLASS
http://stuartbruce.biz/2013/07/social-
media-monitoring-guide-for-pr-
professionals.html