Social Media Monitoring Keeping an eye on your efforts and what’s trending

Monitoring Dell has a Social Media Listening Command Centre (SMLCC) at its Austin, Texas HQ. According to Mashable, the brand is using Radian6 for data collection and the new SMLCC will track on average of more than 22,000 daily topic posts related to Dell, as well as mentions of the brand on Twitter.

Why Monitor Social Media? To be able to engage To respond to problems or trolls – Customer service To spot trending topics For content inspiration To measure your efforts To learn about prospective customers

Issue hijacking By finding trending topics or issues on Social Media, you can tool your content to take advantage and fit into that trend. DANGEROUS! Do not make it TOO commercial as it will be shunned or blasted! During Super Bowl XLVII, there was a 34 minute blackout due to a power outage. Oreo had it’s 15 member social media team on hand to create this tweet.

Small problems become BIG ones in NO time!

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Social Listening the process of finding, identifying, and assessing the information found on digital media channels with the purpose of devising a strategy that will better influence consumers.

Actionable Listening

What to Listen to? Blogs RSS feeds Twitter Facebook Google+ Pinterest? It depends …

Methods Used for Social Listening By hand By use of social listening software As part of a larger CRM based system Automated Manual Large Small

Finding Your Keywords The basic keywords you'll want to monitor are: Your brand or tagline Program, services, and event names CEO or well-known personalities associated with your organization URLs for your blog, web site, online community Industry terms or other phrases that illustrate need Influencers Market Research Competition Other with similar program names Resource:

Listening How do you talk about your brand/products/services now in the media or online? How do your customers talk about your brand/product/services? How does your messaging compare to your competitors? How do your competitor’s customers talk about their products/services? How does your messaging compare to general industry conversations? Write a list of all the brand name variations you can think of. This includes plurals, slang terms, and hashtags mentions related to your brand. Run a Google Analytics report to view search queries people used to find your website. Perform basic searches for words or phrases to see if and how people use them on social platforms. Understand the basics of Boolean logic to figure out how these terms can be optimized to work cohesively and produce the best possible results for your social listening.

You have to think like your customer. How do THEY talk about your product? – You SHOULD know this (as you should know your customers). – If you do not this could be a great insight and help your other marketing efforts.

Issues with Social Listening Results are only as good as you are at searching! – Searches too narrow miss important information – Searches too broad lead to information overload! Using the word AND in a search will narrow your searches Using the word OR in a search will expand your searches

Be Careful …