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This presentation outlines some free tools you can use to better understand your brand, your audience, how your audience perceives your brand in the social space. These are also great tools for researching bigger conversations, themes or trends in the social space.
SOCIAL LISTENING TOOLS @rosiesiman // @cristina_simone
Social Listening Social listening doesn t have a standard output - instead, it differs from client to client and project to project. The type of listening you conduct will depend on the output you re looking for, the depth of scope, and the platform or project focus amongst other things.
Service vs. Software Consulting Services DIY Software At least 1 week lead time, likely 2-3 weeks Access to discuss & settle on a scope of work Immediate Variable. [Most services are trustworthy, but Good. [You re paying a premium for Quality trustworthy information.] make sure it s clear where the data comes from] Several hours, several days depending on Timing Several weeks scope Insights, key graphs. Lots of data to mine Output Client-ready report through before reaching client-ready report Paid tools average around $2k/month, but Cost Projects could run anywhere from $5k-$50k many free tools exist as well When you re deciding on how to go about social listening, time and budget will have a big impact on what you decide to do. Be realistic when discussing costs and output with your client or team. If you aren t familiar with the DIY software, make sure you allocate extra time to research the tool that is best for the project as well as team training time.
Consulting Services Company On the Web http://www.alterian.com Alterian http://www.twitter.com/alterian http://www.synthesio.com Synthesio http://www.twitter.com/synthesio http://www.converseon.com Converseon http://www.twitter.com/converseon http://www.visibletechnologies.com/ Visible Technologies http://www.twitter.com/visible http://collectiveintellect.com/ Collective Intellect http://twitter.com/collectual These vendors are people you may want to contact if you don t have the time or resources to complete social listening on your own.These are also great companies to reach out to if you need to conduct social listening in non-English speaking countries and don t have someone ﬂuent in that language available.
HOW YOU MIGHT USE THESE TOOLS… Share a deeper perspective Find new insights Galvanize participation Create stimuli for brainstorms Justify work you’re selling Show a partner agency they’re wrong Inspire creative teams Better understand a trend/theme
SPEZIFY HTTP://WWW.SPEZIFY.COM Spezify is a freeform search tool that incorporates websites, videos, images, microblog posts (think Twier) and more into a grid of results. Its not going to beat Google at ﬁnding some speciﬁc thing youre looking for, but its impressive if youre looking to get an overview of a topic, especially if youre a visual person. Spezify also provides a list of related words at the top of the results screen, which can help you explore a topic further.
TWEET FEEL HTTP://WWW.TWEETFEEL.COM Using a proprietary algorithm, the TweetFeel API computes senIment for any given keyword using tweets. A good tool for a quick read on what people think about your brand, a speciﬁc product or even a cultural event. The tool allows you to see posiIve and negaIve tweets in a stream (which you can also pause), but doesn t let you ﬁlter data. For best results, sIck to broad topics -‐ You ll likely have a hard Ime geMng a good read on very niche subjects.
ICE ROCKET HTTP://WWW.ICEROCKET.COM IceRocket is a real-‐Ime social search engine from Meltwater Buzz. You can isolate by several plaRorms (blogs, Twier, Facebook, images, video) or you can look at the Big Buzz which takes into account all plaRorms. Other ﬁlters include language and date range.IceRocket also oﬀers a trend tool where you can compare volume of posts of up to ﬁve queries (or ﬁnd examples of hot trends at the moment.) The output isn t exactly prey, but it does look oﬃcial.
ADDICT-O-MATIC HTTP://WWW.ADDICTOMATIC.COM Addict-‐o-‐maIc builds a one-‐page summary of results from 18 sites including Digg, Flickr, Twier, Delicious, TechnoraI, YouTube, Google Blog Search, Yahoo, MSN Live, Bing and Ask amongst others. Unfortunately, the search feels very basic. You aren t able to use boolean logic or understand aggregate results. You can, however, bookmark your search page and come back to see a dashboard on the subject you ve chosen. A great tool to search mulIple places at once, or keep track of Imely topics, but results are very top-‐line.
TWAZZUP HTTP://WWW.TWAZZUP.COM Twazzup is an aggregaIon of real-‐Ime results for a speciﬁc topic. You can see # of tweets/hour, a real-‐Ime stream of tweets, inﬂuencers, most acIve people on a certain topic, keyword tags and news. There aren t many ﬁlters and the results are very topline, but for a quick grab of inﬂuencers or tweets, this would work well.
TWEETBEEP HTTP://TWEETBEEP.COM TweetBeep is a Twier alerts service. You can keep track of conversaIons that menIon your brand, a potenIal PR problem or even a website. A great tool for reputaIon monitoring and new business pitches.
FAME COUNT HTTP://WWW.FAMECOUNT.COM Fame Count showcases the most popular stars on each social network and provides a special page for brands. The research tools are limited, but it s a great way to ﬁnd brands and people who are following best pracIces and taking the social media world by storm.
TWITTER COUNTER HTTP://WWW.TWITTERCOUNTER.COM TwierCounter shows topline Twier stats including your followers, retweets, original tweets and even a comparison secIon. This primarily shows popularity over Ime, but can also be used to idenIfy top users and lists or even inﬂuencers.
HOOTSUITE / TWEETDECK HTTP://WWW.HOOTSUITE.COM / HTTP://WWW.TWEETDECK.COM HootSuite and TweetDeck are Twier clients which allow you to manage mulIple Twier accounts, pre-‐schedule and ﬁlter tweets as well as measure your success. Both are great tools for real-‐Ime monitoring of tweets -‐ Set up your keywords and watch the stream come in. Unfortunately, there isn t a way to look at previous tweets or ﬁlter beyond keywords.
KLOUT HTTP://WWW.KLOUT.COM Klout is an inﬂuencer idenIﬁcaIon system. You can work with them to create paid brand partnerships to giveaway product, but you can also research individuals or topics through their search funcIonality. Find a tweet about a brand and want to know how inﬂuenIal the person is? Head on over to Klout.
GOOGLE TRENDS HTTP://GOOGLE.COM/TRENDS Google Trends is an extension of the Google Search engine useful for idenIfying trends in search behavior around keywords. Outputs include volume, new reference volume, search frequency by region, city, language and more. Also highlighted on the welcome page are current trending topics.
GOOGLE SCHOLAR HTTP://SCHOLAR.GOOGLE.COM Google Scholar isn t the best for idenIfying trends or themes, but a great resource if you want to look at those trends/themes from an academic perspecIve. If you want to monitor a topic on an ongoing basis, you can even setup an email alert to noIfy you when something new has been published.
TECHNORATI HTTP://TECHNORATI.COM TechnoraI is a great tool to idenIfy inﬂuenIal blogs and bloggers. (Perfect for building a blogger outreach list!) You can browse by topic or search for a speciﬁc blog and ﬁnd their authority, recent inﬂuenIal reacIons, user reviews and other site details.
SEMRUSH HTTP://SEMRUSH.COM While SEM Rush is free, it does require that you register your email address. Find out what people are searching for in relaIon to your topic by entering a search topic/keyword. You can ﬁlter by country, ﬁnd out the average volume of results and even the CPC associated with the keyword you ve entered. You can also look at a speciﬁc website to understand their rank, traﬃc, compeItors, etc.
BIT.LY HTTP://BIT.LY Bit.ly is a URL shortener, but can be used (sneakily) to ﬁnd out how inﬂuenIal a brand or person actually is. By adding a + to the end of a bit.ly link, you ll be taken to a stats page where you can see how many people have clicked on that speciﬁc link, where they were when they clicked on the link (physical locaIon and site locaIon) and when these clicks happened (dates) amongst other things. If you have a client with a Facebook page, you could have them share a link, shortened by bit.ly about themselves and one about something else to see what their fans are most interested in. Or if you re looking at a brand or a compeItors Twier feed, you can see how many people click on the links that they re sharing (if they share links using Bit.ly.)
Love, @rosiesiman / @crisIna_simone Shout-‐outs to some peeps from Twier who contributed their favorite resources: Melissa Albers / hp://twier.com/melissa_albers Stephanie King / hp://twier.com/steph_king Michael Litman / hp://twier.com/litmanlive Mark Pollard / hp://twier.com/markpollard Jinal Shah / hp://twier.com/jinal_shah Carolyn Trawinski / hp://twier.com/cjtra Faris Yakob / hp://twier.com/faris