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Social Media Listening
       Literacy
   For Nonprofits



   Beth Kanter, Beth’s Blog
Hi, my name is Beth Kanter
and I blog about nonprofits
and social media.
That’s my blog
This presentation builds on the ideas in this post
Let’s Climb the Steps To Listening Literacy
Listening Literacy: Step-by-Step

 1. Get your nonprofit ready to listen
 2. Key skills
 3. Essential Tool: RSS Reader
 4. Your Radar
 5. The Art of Responding
 6. Pattern Analysis, Trends, and
   Reporting
 7. Listening in A Blizzard
Get your organization ready to listen
Top Down or Bottom Up?



 “Listening is something that is
 done on an individual staff level,
 but for it to become an
 organizational process leaders
 need to build a culture of
 listening.”
Identify What and Link To Decisions
How will you organize listening?


 •Who will do the listening and
 responding?
 •Response policy?
 •How much time will you allocate?
 •How will you analyze the results
 and share insights?
 •How will you know if listening
 has be useful?
2. Listening Key Skills




• Keywords Are King: Composing & Refining
• Pattern Analysis and Engaging Effectively
Keywords Are King: Composing & Refining
What to search for?
           • Nonprofit Name
           • Other nonprofit names in your space
           • Program, services, and event names
           • CEO or well-known personalities
           associated with your organization
           • Other nonprofits with similar
           program names
           • Your brand or tagline
           • URLs for your blog, web site, online
           community
           • Industry terms or other phrases
           • Your known strengths and
           weaknesses.
What NOT to search for?


            Try to avoid generic terms.
            If your organization's name or program
            names contain generic words, use
            Boolean operators like quot;ANDquot; or
            quot;NOT.quot;
Think like your audience




“It is important to connect with people
based on their interests (I will
sometimes search twitter for quot;kids
outsidequot; and then compliment them on
giving their kids a green hour!) ”




              Danielle Brigida
Think Offline ….
List Your Key    Why Important   Brainstorm
Words/Phrases                    Related Words




Share Pair:   Brainstorm some key words
Use Online Keyword Tools




https://adwords.google.com/select/KeywordToolExternal
Listening Literacy
Revise Keywords Based On Results
Pattern Analysis and Engaging Effectively
If you find people talking
 about you ….

           Problem                       Not Problem




 Big Problem                              Keep track of themes
                   Little Problem
                                          Keep track of positives



                            Track themes
                            Be prepared to discuss
Source: KD Paine
Swing into crisis mode and call in the boss
Use Your RSS Reader
Like A Rock Star!
Which one is
right for you?
Listening Literacy
Listening Literacy
Listening Literacy
Good RSS Habits

Small block of time
for daily reading
Clean house,
reorganize
Don’t feel obligated
to read everything
Let’s Set Up Your First Social Media Radar
(using free tools)
Ego Searches          Basics


Persistent Searches   Key words phrases


Key Bloggers          Blog Feeds


Other Places          Social Networks,
                      YouTube, Etc
Your Ego Feeds

  Name or URL




Put into folders in your reader
There’s not a (free) magic wand ……
Exercise: Set Up A Few Ego
Feeds in Your Reader

•   Do search at site for the first time
•   Add a RSS feed to your reader
•   Monitor in your reader
•   Pattern Analysis
•   Engage when needed
Persistent Search: Use Keywords, Rinse and
Repeat
Exercise: Set up Keyword Searches
Listening to Bloggers
These steps require a few hours of
research in the beginning …
Browse and scan blogs at directories
Listening Literacy
Look for bridge
bloggers
Add to Your Reader
Listening Literacy
You read the blog in your reader ..
Building Your Feeds and
Finding Influencers

• Slow growth at first, spider out
• Don’t be afraid to clean, unsubscribe, and
reorganize
• Spreadsheet analysis
• Check out Google Page Rank
• You can check out their monthly views
• You can check out their technorati
ranking
Listening Literacy
Other Places To Set Up Listening Posts




If you’re planning to set up a presence or you
know your audience is there …
Source: Kd Paine – Buy her book, read her blog
Listening Literacy
Most important:
How many times was a video watched?
How many times was it rated and what
were the ratings?
How many comments did it get?
Also record:
How many times has it been favorited?
How many times has it been embedded?
How many times has it been linked to?
Listening Literacy
The Art of Response
If you find people talking
 about you ….

           Problem                       Not Problem




 Big Problem                              Keep track of themes
                   Little Problem
                                          Keep track of positives



                            Track themes
                            Be prepared to discuss
Source: KD Paine
Swing into crisis mode and call in the boss
If Keywords are Kings, Comments are Queens
Read and comment on blogs
 Think before you respond!

     What did they say well?
      What did they miss?
        Answer questions
   What are other people saying
    How does it apply to you
          Look forward
         Look backward
           Ask what if?
Pattern Analysis
     Tools
The Most Important Tool
Excel Spreadsheet
Review Trends, Share
Listening in a Blizzard: Professional Tools
• What can professional tools do that
free ones can’t?
• Start with free tools, perfect your
radar, look for ways that professional
tools can save you time
• Growing number of vendors, do your
due diligence
• Demo
Listening Literacy: Step-by-Step

 1. Get your nonprofit ready to listen
 2. Key skills
 3. Essential Tool: RSS Reader
 4. Your Radar
 5. The Art of Responding
 6. Pattern Analysis, Trends, and
   Reporting
 7. Listening in A Blizzard
Happy Listening!
Sources of Inspiration
     Inspiration and Sources

KD Paine, Queen of Measurement
http://www.themeasurementstandard.com/
(Buy her book, read her blog)


WeAreMedia: Nonprofit Social Media Starter Kit
http://www.wearemedia.org/
(I’m the wiki facilitator and gardener. Check out
the Tool Box section)


All Photos Creative Commons Licensed
from Flickr and attribution in notes
Beth’s Writings and Resource
Collections
   I have two personal learning spaces
   Social Media Listening
   http://socialmedia-listening.wikispaces.com/


   Social Media Metrics
   http://socialmediametrics.wikispaces.com/


   Plus you can check out my blog posts on the topic
   http://beth.typepad.com/beths_blog/listening/
Thank You!

Beth’s Blog
http://beth.typepad.com


Have a blog post topic idea?
beth@bethkanter.org

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Listening Literacy

  • 1. Social Media Listening Literacy For Nonprofits Beth Kanter, Beth’s Blog
  • 2. Hi, my name is Beth Kanter and I blog about nonprofits and social media.
  • 4. This presentation builds on the ideas in this post
  • 5. Let’s Climb the Steps To Listening Literacy
  • 6. Listening Literacy: Step-by-Step 1. Get your nonprofit ready to listen 2. Key skills 3. Essential Tool: RSS Reader 4. Your Radar 5. The Art of Responding 6. Pattern Analysis, Trends, and Reporting 7. Listening in A Blizzard
  • 7. Get your organization ready to listen
  • 8. Top Down or Bottom Up? “Listening is something that is done on an individual staff level, but for it to become an organizational process leaders need to build a culture of listening.”
  • 9. Identify What and Link To Decisions
  • 10. How will you organize listening? •Who will do the listening and responding? •Response policy? •How much time will you allocate? •How will you analyze the results and share insights? •How will you know if listening has be useful?
  • 11. 2. Listening Key Skills • Keywords Are King: Composing & Refining • Pattern Analysis and Engaging Effectively
  • 12. Keywords Are King: Composing & Refining
  • 13. What to search for? • Nonprofit Name • Other nonprofit names in your space • Program, services, and event names • CEO or well-known personalities associated with your organization • Other nonprofits with similar program names • Your brand or tagline • URLs for your blog, web site, online community • Industry terms or other phrases • Your known strengths and weaknesses.
  • 14. What NOT to search for? Try to avoid generic terms. If your organization's name or program names contain generic words, use Boolean operators like quot;ANDquot; or quot;NOT.quot;
  • 15. Think like your audience “It is important to connect with people based on their interests (I will sometimes search twitter for quot;kids outsidequot; and then compliment them on giving their kids a green hour!) ” Danielle Brigida
  • 16. Think Offline …. List Your Key Why Important Brainstorm Words/Phrases Related Words Share Pair: Brainstorm some key words
  • 17. Use Online Keyword Tools https://adwords.google.com/select/KeywordToolExternal
  • 19. Revise Keywords Based On Results
  • 20. Pattern Analysis and Engaging Effectively
  • 21. If you find people talking about you …. Problem Not Problem Big Problem Keep track of themes Little Problem Keep track of positives Track themes Be prepared to discuss Source: KD Paine
  • 22. Swing into crisis mode and call in the boss
  • 23. Use Your RSS Reader Like A Rock Star!
  • 24. Which one is right for you?
  • 28. Good RSS Habits Small block of time for daily reading Clean house, reorganize Don’t feel obligated to read everything
  • 29. Let’s Set Up Your First Social Media Radar (using free tools)
  • 30. Ego Searches Basics Persistent Searches Key words phrases Key Bloggers Blog Feeds Other Places Social Networks, YouTube, Etc
  • 31. Your Ego Feeds Name or URL Put into folders in your reader
  • 32. There’s not a (free) magic wand ……
  • 33. Exercise: Set Up A Few Ego Feeds in Your Reader • Do search at site for the first time • Add a RSS feed to your reader • Monitor in your reader • Pattern Analysis • Engage when needed
  • 34. Persistent Search: Use Keywords, Rinse and Repeat
  • 35. Exercise: Set up Keyword Searches
  • 37. These steps require a few hours of research in the beginning …
  • 38. Browse and scan blogs at directories
  • 41. Add to Your Reader
  • 43. You read the blog in your reader ..
  • 44. Building Your Feeds and Finding Influencers • Slow growth at first, spider out • Don’t be afraid to clean, unsubscribe, and reorganize • Spreadsheet analysis • Check out Google Page Rank • You can check out their monthly views • You can check out their technorati ranking
  • 46. Other Places To Set Up Listening Posts If you’re planning to set up a presence or you know your audience is there …
  • 47. Source: Kd Paine – Buy her book, read her blog
  • 49. Most important: How many times was a video watched? How many times was it rated and what were the ratings? How many comments did it get? Also record: How many times has it been favorited? How many times has it been embedded? How many times has it been linked to?
  • 51. The Art of Response
  • 52. If you find people talking about you …. Problem Not Problem Big Problem Keep track of themes Little Problem Keep track of positives Track themes Be prepared to discuss Source: KD Paine
  • 53. Swing into crisis mode and call in the boss
  • 54. If Keywords are Kings, Comments are Queens
  • 55. Read and comment on blogs Think before you respond! What did they say well? What did they miss? Answer questions What are other people saying How does it apply to you Look forward Look backward Ask what if?
  • 60. Listening in a Blizzard: Professional Tools
  • 61. • What can professional tools do that free ones can’t? • Start with free tools, perfect your radar, look for ways that professional tools can save you time • Growing number of vendors, do your due diligence • Demo
  • 62. Listening Literacy: Step-by-Step 1. Get your nonprofit ready to listen 2. Key skills 3. Essential Tool: RSS Reader 4. Your Radar 5. The Art of Responding 6. Pattern Analysis, Trends, and Reporting 7. Listening in A Blizzard
  • 64. Sources of Inspiration Inspiration and Sources KD Paine, Queen of Measurement http://www.themeasurementstandard.com/ (Buy her book, read her blog) WeAreMedia: Nonprofit Social Media Starter Kit http://www.wearemedia.org/ (I’m the wiki facilitator and gardener. Check out the Tool Box section) All Photos Creative Commons Licensed from Flickr and attribution in notes
  • 65. Beth’s Writings and Resource Collections I have two personal learning spaces Social Media Listening http://socialmedia-listening.wikispaces.com/ Social Media Metrics http://socialmediametrics.wikispaces.com/ Plus you can check out my blog posts on the topic http://beth.typepad.com/beths_blog/listening/
  • 66. Thank You! Beth’s Blog http://beth.typepad.com Have a blog post topic idea? beth@bethkanter.org