Social Media Monitoring – Flashcards

• Listening is essential • You are not in control of your brand any more • You want to be in the conversations about your brands • You've got a lot of data

continuous systematic observation and analysis of social media networks and social communities • supports insight into tops and opinions on social web

• crawl social media sites • index the crawled sites • write complex search strings to create search for specific search terms and keywords • add algorithms that detect patterns and keyword density to block spam • This is all done on only public data - all privately set data such as protected tweets and private DMs cannot be crawled

• social media strategy crafted based on social media listening • tools to help you streamline process and schedule posts

• monitoring and deriving actionable insights from data • tools enable you to listen to your brand by crawling, indexing, and filtering through brand keywords

Researching • how brand is talked about • learn what customers are searching • learn where customers are • how competitors are doing Reporting • ROI of social media campaign • on industry trends • trends of brand awareness • social media marketing impact • hashtag campaign impact Reacting • Mitigate PR crisis • Strategize on customer management (Real-time conversation; immediate assistance) • develop campaigns that resonate • develop content of interest to your target audience • Product development reflected customers Repeat

Objective: understand what quick improvements can be made following the launch of the app Listening: conduct sentiment analysis; focus on negative sentiments to identify opportunities for product innovation and improvement Insights: parents were unhappy that they couldn't sent children funds because they are under 18 even though barclays customers • within a week, Barclays updated the product giving 16 and 17 year olds access • disappointment: still didn't work bc under 18

1. Measure 2. Analyze 3. Action

• Mentions and Reach • Share of Voice - how much is brand or product talked about compared to competitors • Sentiment Analysis (opinion mining) - determining whether a piece of writing is positive, negative, or neutral • Geographic concentration • Influencers - individuals that have influence over potential buyers • Top content - most viewed pages - top performing content on website - driving most page views to site • Associated keywords - word or phrase that is topic of significance - searchers use as way to identify problem or topic they are looking for, businesses create content around relevant topics, helps them rank • Ripples?

• brand mentions • brand-adjacent terms • customer needs • customer sentiment • competitors