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Things to consider when monitoring and measuring social media

Posted By Marketwired On December 3, 2010 @ 4:02 pm In IR/PR | 1 Comment


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 [3]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 [4]) downloadable worksheets on questions you must answer to start monitoring your social media needs [5].  If you have any questions, tweet @smmeasure [6]. Take a look at the full #smmeasure chat transcript [7]. 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 [8] 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:

  • Social Gadgets [9] – visualize Twitter real-time data
  • Google Alerts [10] – get email updates of the latest Google results based on your keywords
  • Social Mention [11] – real time search
  • Sysomos [12] – social media monitoring and analytics

Check back here every Friday for chat recaps and transcripts.  Join the Marketwire Facebook page [13] to get #smmeasure weekly topics.  If you have any questions for the community, tweet @smmeasure [6] or @marketwire [14] or send me an email nshin[at]marketwire.com.  Keep track of all the #smmeasure chat recaps [15].

Join the #smmeasure LinkedIn Group [16] 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!


Related posts:

"Binders Full Of Women" Quote Takes Off In Public Discourse
What Brands has Vine Helped?
Can Snapchat Successfully Mix Together Users and Brands?
Summer Bucket List for PR Grads

Article printed from @Marketwired Blog: http://blog.marketwired.com

URL to article: http://blog.marketwired.com/2010/12/03/things-to-consider-when-monitoring-and-measuring-social-media-2/

URLs in this post:

[1] Tweet: https://twitter.com/share

[2] Image: http://blog.marketwired.com/wp-content/uploads/2010/07/smmeasure-reflection.jpg

[3] @sysomos : http://www.twitter.com/sysomos

[4] @kdpaine: http://www.twitter.com/kdpaine

[5] start monitoring your social media needs: http://kdpaine.blogs.com/kdpaines_pr_m/2010/11/anyone-looking-to-start-monitoring-your-social-media-needs-to-fill-out-this-worksheet-.html

[6] @smmeasure: http://www.twitter.com/smmeasure

[7] #smmeasure chat transcript: http://wthashtag.com/transcript.php?page_id=16193&start_date=2010-12-02&end_date=2010-12-02&export_type=HTML

[8] http://bit.ly/hpAvOo: http://bit.ly/hpAvOo

[9] Social Gadgets: http://socialgadgets.fuselabs.com/

[10] Google Alerts: http://www.google.com/alerts

[11] Social Mention: http://socialmention.com/

[12] Sysomos: http://www.marketwire.com/mw/include.do?module=DIST&pageid=944

[13] Marketwire Facebook page: http://www.facebook.com/marketwire

[14] @marketwire: http://www.twitter.com/marketwire

[15] #smmeasure chat recaps: http://blog.marketwired.com/tag/smmeasure/

[16] #smmeasure LinkedIn Group: http://www.linkedin.com/groups?mostPopular=&gid=3258194


"Binders Full Of Women" Quote Takes Off In Public Discourse
: http://blog.marketwired.com/2012/10/18/binders-full-of-women-quote-takes-off-in-public-discourse/


What Brands has Vine Helped?
: http://blog.marketwired.com/2013/05/24/what-brands-has-vine-helped/


Can Snapchat Successfully Mix Together Users and Brands?
: http://blog.marketwired.com/2014/03/26/snapchat/


Summer Bucket List for PR Grads
: http://blog.marketwired.com/2015/06/25/summer-bucket-list-for-pr-grads/

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