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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 [2]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 [3]) downloadable worksheets on questions you must answer to start monitoring your social media needs [4].  If you have any questions, tweet @smmeasure [5]. Take a look at the full #smmeasure chat transcript [6]. 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 [7] 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 [8] – visualize Twitter real-time data
  • Google Alerts [9] – get email updates of the latest Google results based on your keywords
  • Social Mention [10] – real time search
  • Sysomos [11] – social media monitoring and analytics

Check back here every Friday for chat recaps and transcripts.  Join the Marketwire Facebook page [12] to get #smmeasure weekly topics.  If you have any questions for the community, tweet @smmeasure [5] or @marketwire [13] or send me an email nshin[at]marketwire.com.  Keep track of all the #smmeasure chat recaps [14].

Join the #smmeasure LinkedIn Group [15] 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:

An end of year tech checklist
How to Hold a Short but Effective Meeting
Social Media Lessons are Everywhere
Generation Labels and PR Strategy: Beneficial or Waste of Time?

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

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

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

[4] 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

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

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

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

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

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

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

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

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

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

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

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


An end of year tech checklist
: http://blog.marketwired.com/2012/12/28/an-end-of-year-tech-checklist/


How to Hold a Short but Effective Meeting
: http://blog.marketwired.com/2013/02/25/how-to-hold-a-short-but-effective-meeting/


Social Media Lessons are Everywhere
: http://blog.marketwired.com/2012/11/21/social-media-lessons-are-everywhere/


Generation Labels and PR Strategy: Beneficial or Waste of Time?
: http://blog.marketwired.com/2015/12/01/generation-labels-and-pr-strategy-beneficial-or-waste-of-time/

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