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Monitoring Social Media February 2012
presented by: Donna Hamilton University Communications
Ben Hofstetter Office of the Provost
Kerry Overstake University Communications
Ben Stockwell University Communications
Candice Terrell UC Foundation/ Alumni Association
Why Monitor?
Brand
Those conversations are happening everywhere and now
being shared across the social web. Traditional marketing
has changed. Social Media has created new and exciting
ways for brands to engage with consumers and build fans.
Radian6
Turn social conversations into sales opportunities
Use social listening to generate leads by listening to your
prospects and customers online.
Conversions
Examples
● Super Bowl Command Center
More than 20 people manned the center for 15 hours per day.
Researchers from nearby Ball State University's Center for Media Design
will conduct a study of the command center, analyzing its strengths and
weaknesses. Michael Holmes, director of the center's Insight & Research
Unit, wrote in an email that the command center is an example of the "the
ubiquity of social media and the absolute necessity for companies,
organizations and communities to use these tools to improve their relations
with their customer, audiences and citizens."
http://socialmediatoday.com/elizabeth-lupfer/440875/exclusive-look-why-super-bowl-s-social-
media-command-center-scores-winning-t
Examples
● PepsiCo ● PepsiCo has built a Mission Control center for its Gatorade brand,
which sole purpose is to analyze and drive conversations about the
hydrating beverage on every social platform that matters.
● Bough [PepsiCo’s head of digital] explains how the Mission
Control center separates valuable feedback from the chatter, how
educating a targeted audience drives sales, and how all marketing
jobs will eventually become social media jobs.
● http://www.youtube.com/watch?v=InrOvEE2v38
Monitoring Tools
http://www.facebook.com/
• The number of
unique people who were friends with people who liked your Page as of <date>.
Friends of Fans
• The number of unique
people who have created a story about your Page (likes, posts, comments, shares, mentions, tags, recommends or checks in).
People Talking About This
• The number of unique
people who have seen any content associated with your page from <date> to <date>.
Weekly Total Reach
Alerts http://www.google.com/alerts
● Email updates of the latest relevant Google results (Web,
news, video, etc.) based on your queries.
Alerts
● Using URL Shortening Services to Track Traffic
In social media, using shortened URLs (fewer characters).
More credibility/trust if comes from uc.edu
Use bit.ly service (via [email protected]) to acquire an on.uc.edu
address.
Measure clicks.
http://on.uc.edu/lVLrUe+
Measurement:
● Posted online July 1. Appeared on research blog July 5. In Office of
Research e-newsletter on July 6.
How to Get an on.uc.edu URL
● Request from [email protected].
● UCIT working on a self-service application.
● Only shorten uc.edu addresses.
● Can only get one shortened URL for each unique URL.
● Adding Google “campaign” tags allows formation of
multiple addresses that redirect to the same URL.
● Can measure effectiveness of different media and messages and
determine best combinations.
What does Hootsuite do?
● Multiple Networks
● Save your time and your sanity. Monitor and post to multiple social
networks, including Facebook and Twitter simultaneously
● Custom Analytics
● Measure success. Create custom reports, track brand sentiment,
monitor # conversations, track follower growth, track shortened URLs
● Team Collaboration
● Upgrade to have multiple contributors without sharing passwords.
Assign messages for follow-up and track responses.
● Schedule Messages
● Draft and schedule messages to send at a time your audience is most
likely to be online.
Setting up Hootsuite
● Hootsuite Pricing
● Pro - $5.99/month
● Unlimited Social Network
Profiles
● Unlimited RSS / Atom Feeds
● 1 Free Report **
● Google Analytics
● 1 Free Team Member
● Ad Free
● 100 Archived Messsages
● FREE
● Free Quick Reports
● 5 Social Profiles *
● 2 RSS/Atom Feeds
● Ad Supported
https://www.socialoomph.com/
● Auto-follow those who follow you
● Vet your new followers, clean out the spammers
● Auto-send DMs to new followers
● Fee: $3.97 bi-weekly for all of your Twitter accounts.
● Automation fee applies even when you have a Professional
account.
● Does not give you access to Professional features – separate
fees.
● 100 latest @mentions and RTs at a glance
● Friends and Followers On All Your Accounts
● Total Tweets On All Your Accounts (From All Sources)
● People Followed/Unfollowed On All Your Accounts by SocialOomph
socialmention*
http://socialmention.com/
The likelihood that your brand is being discussed in social media
Strength
Measure of the range of influence (number of unique authors / total number of mentions.
Reach A measure of the likelihood that individuals talking about your brand will do so repeatedly
Passion
Ratio of mentions that are generally positive to those that are generally negative.
Sentiment
● http://twittercounter.com
● Graphical Representation of follower increase over
time
● Summary of changes in followership, tweets and rank
● Drawbacks:
●Free version lacks data on mentions and retweets
($15/month)
●Data starts when you begin using service – graphs
aren’t useful initially
Strategy
● Purpose – is that purpose already being addressed some
other way? Is social media relevant to my audience? Will it ● Create conversation
● Create community
● Create conversions (apply, give, become a supporter)
● Audience ● What does your audience care about it?
● How can you engage your audience?
● Number of followers isn’t as important as whether your followers are
engaged.
Strategy
● Voice/Tone ● Be thoughtful about being conversational.
● Be casual but not careless.
● Measurement ● What are our goals?
● How/what will we monitor?
● How will we report our progress/successes (reports)?
Resources
● www.uc.edu/socialmedia
● Social media contacts
● Icons
● Presentation
Questions?