Marketwired Blog

Things to consider when monitoring and measuring social media



After a week off due to the Thanksgiving holiday last week, I was beginning to go through #smmeasure Twitter chat withdrawal.  Luckily for me and the rest of the #smmeasure community, Thursday couldn’t come fast enough.  Thanks to Sheldon @sysomos for coming up with engaging questions and taking on co-host duties.

#smmeasure chat #18 recap

As a preface to this week’s chat, we highlighted one of Katie Paine’s (@kdpaine) downloadable worksheets on questions you must answer to start monitoring your social media needs.  If you have any questions, tweet @smmeasure. Take a look at the full #smmeasure chat transcript. Here are a few highlights:

Q1: How do you decide what to monitor?

  • @mhandy1:  “I start with a keyword scrape then pull a tweet cloud from a targeted user”
  • @KaryD:  “We start by determining the goals and the KPI’s that will prove whether goals are met or not. Then, find the metrics.”
  • @AnnaOBrien:  “If you go into sM measurement blindly u’ll end up with lots of random data that’s not useful. Establish business needs first”  “What do I want to discover about my business, customer, industry needs?”
  • @agardina:  “depends on the goals of your campaign and content you have available.”
  • @grmeyer:  “start with brand or trademarks, then competitors, then hashtags you like – for ideas, ask 10 people who don’t know you”
  • @blogbrevity:  “Like a reverse elevator pitch – what do others say about U. :)”

Q2:  How often should you be reporting your findings?

  • @mhandy1:  “Every 2 weeks to cmgrs monthly or Quarterly to higher ups… with Actionable/comparable results”
  • @AnnaOBrien:  “Certain situations call for adhoc reporting with data produced hourly, but standard SM reporting should be weekly/monthly.”  “Community managers aren’t built for data, they’re great conversationalists, not great analysts. Different skill sets.” 

Q3:  How do you decide where to monitor?

  • @jgombita:  “check out: @erin_anne: Aggregators: Social Mention. Google Alerts. CoTweet. Co.mments. BoardTracker. IBM.”

Q4:  Do you use automated monitoring and coding or do you do it manually?

  • @40deuce:  “I use our @Sysomos software to bring it all in and auto-code, but I always go over things myself to double check”
  • @AnnaOBrien:  “Every brand needs a tool. 3 cats basic, database, & text analysis tools. Budget & need determine best fit”
  • @agardina:  “we use a combination of automatic and manual coding, especially when tracking details like themes and sentiment.”
  • @mhandy1:  “there are definitely automated tools that can be used… effectively.. spend some time on @oneforty”

Q5:  @kdpaine’s checklist has a section for reporting. http://bit.ly/hpAvOo How do I make my #’s matter to mgmt/clients?

  • @MyNextCustomer:  “Mining your analytics data can also help find mentions by looking at referring sites.”

Some tools mentioned by the #smmeasure community:

Check back here every Friday for chat recaps and transcripts.  Join the Marketwire Facebook page to get #smmeasure weekly topics.  If you have any questions for the community, tweet @smmeasure or @marketwire or send me an email nshin[at]marketwire.com.  Keep track of all the #smmeasure chat recaps.

Join the #smmeasure LinkedIn Group to connect with others interested in social media and measurement.  See you next week at 9:00 am PST, 11:00 am CST, 12:00 pm EST, 5:00 pm if you’re in London, and 3:00 am Friday if you’re in Melbourne.

See you next Thursday!

Nick


Related posts:



Tags: ,

Featured Posts

The 7 Deadly Sins of Any PR Professional

By Aaron Broverman Please forgive us for getting a little biblical this month, but we wondered what those seven things were ...

Read More

Does Good Social Media Mean Good PR?

[By Jason Mollica] Over the years, the silos of public relations and marketing have broken down so much that we now ...

Read More

Guiding PR Students for Success in Today’s World

By Jason Mollica At one point in our careers we were inexperienced at writing news releases, pitching the media, and understanding ...

Read More

Marketwired Teams Give Back to Their Communities

Marketwired employees believe in making a difference that extends beyond providing communication solutions for their clients. To give them time to devote ...

Read More



Follow Me