4. Commonly monitored
Questions about your company & industry
Brands / services discussed and not discussed
Mention of your competitors
Requests for support/help from customers
General Comments / feedback
Complaints / Compliments
5. Questions to investigate
Who is talking about us?
What are they saying about us? Today’s Focus
What are attitudes about us? Today’s Focus
How are these people influencing the conversation?
(How) are we influencing the conversation?
Is what we’re doing effective?
Image: Laverue
6. Preview
Today:
Real Time Web – text and multimedia
Blogs
Soon:
Trends!
8. Example Scenario
Our organization recently received negative press. We want
to get a sense of what people are saying.
9. Example Scenario
We’re doing PR for Taco Bell
Its been a few weeks since the beef fiasco.
We want to know if people are still concerned over “taco
bell beef” situation. So we search daily “taco bell beef”
21. Goal
Answer the question:
What 4 Burt’s Bees products are people the most passionate about
(2 positively and 2 negatively)?
Your goal is to scan the social sphere, collect data on your
Google Doc, and use it to answer the above question.
22. If….
Strategic communication is about
understanding audiences.
Then, affecting behavior strategically
and measuring it.
Then…
how could we use what we’ve learned about our audience:
As research in beginning stages of a PR campaign?
To begin using social media to engage our customers?
Strengths / Weaknesses?
We could contact bloggers & get them to try our products as opposed to just sending it to medaWe could learn about why people don’t like our product and find ways to improve it.Clarify misunderstandingsReact to people, etc.