8/2/2019 Social Media Monitoring - Preparing for the Expected and Unexpected Social Response

http://slidepdf.com/reader/full/social-media-monitoring-preparing-for-the-expected-and-unexpected-social 1/5

SocialMediaMonitoring

SocialMediaMonitoring–AnalyzingtheUnexpectedResultsofSocialConversations

Thepurposeofthisdocumentistwo-fold.Firstly,itistoexploretheunexpectedshiftsin

conversationthatcanoccuraroundanevent,campaignormessagethatislargelyoutofthe

controloftheoriginalauthor.Secondly,itistoconsiderhowacompanymightbegintoput

somestructurearoundtheirsocialmediamonitoringstrategytopreparefortheexpected

andunexpectedsocialimpacttotheirbrandvalue.

YouCanControlWhenYouPublishButNotHowMessageisReceivedTheimpactofsocialmediaonourlives,andonourbusinesshasbeenremarkable.Thefull

extentofhowsocialmediaadoptionandusehaschangedthewayweshareinformation,

evaluateproductsandspreadandreacttomessagesstillremainstobeseen.Butwhatis

apparentisthatpeoplehaveaccesstotoolsthatcanpotentiallygivethemalargerplatform

withmoreleveragethaneverbefore.Andhowcompaniesarticulateandmanagetheir

messageisnolongerundertheircompletecontrol;theynowneedtoconsiderhow

individualswillreactandrespond.Notknowinghowanaudiencewillreacttoanoutreach

effortplacesanotherlayerofexpectationonthecompanybecausetheyhavetoknowhowtomanagebothpositiveandnegativeconsumerengagements.

There’salonglistofexamplesofcompaniesreleasinghighly-polishedproductsoradcampaignsonlytoseetheirtargetedcreativeworkgofree-wheelingintoavenuesof

discussionandcommentarywhollyunintendedandunexpected.Amostrecentandimpressiveexampleofastory’smessageexpandingandshiftinghasbeentheKony2012

campaignputoutbytheInvisibleChildrengroup.Notonlyhasthevideobecomewidely

popularbyleveragingsocialmediatechnologies,buttheungovernablespotlightofinquiry

hasalsoshiftedtotheICgroup.Peoplewanttoknow:

•  WhoisICgroup?

•  Whoarethepeoplebehindthevideo?

•  What’stheiragenda?

WhiletheICgroupmayhavehadtheultimategoalofcontributingtoKony’scapture,

viewersoftheirvideohadtheirownobjectives.

Toillustratethereachandinfluenceofanindividualwithsavvyandaccesstotechnology

considerthecaseofMikeDaisey.MikeiswidelyclaimedtohaveoustedApple’smanufacturingpracticesinChinabyblendingmoretraditionalformsofprotestwiththe

8/2/2019 Social Media Monitoring - Preparing for the Expected and Unexpected Social Response

http://slidepdf.com/reader/full/social-media-monitoring-preparing-for-the-expected-and-unexpected-social 2/5

reachofsocialmedia.HehasperformedTheAgonyandtheEcstasyofSteveJobsinmany

theatersandmostrecentlythescriptwasmadeavailablefordownloadfromhissite.Andit

hasbeendownloaded.40,000times.CouldMikehavehadthesameever-expandingreach

forhisone-manshowifhereliedexclusivelyonthestagetopromotehismessage?

Thepointofbothexamplesistoillustratehowquicklyindividualsorsmallgroupsof

peoplecanshinealightonlesser-knowntopics.Thesocialcommentaryresultingfrom

eitheroftheseexampleswouldsurprisemanyorganizationsandleavethemscramblingto

knowhowtoengageandrespondappropriatelytohostileorsimplycuriouscustomers.

HowDoYouUseSocialMediaAnalyticstoMeasureBusinessValueOfcourse,therehavealwaysbeenindividuals,whohavebeencatalystsforchange,whose

reachfarexceededtheiraccesstopower.Butit’stheavailabilityofthesetechnologiesthat

maketheoccurrenceoftheseeventsmorelikelyandcommon.Youknowthatwhen

EncyclopediaBritannicaisnolongeravailableinprintafter244yearsthatsomethingfundamentalhaschanged.Beyondtheproliferationoftechnologiesthatgiveus

unprecedentedaccesstoknowledgeandenableustoshareandcollaborateisthechallenge

theypresentifabusinesswantstomeaningfullyanalyzeandmonitorthissocial

engagement.Howdoorganizationsdetermineametricofvaluefromallofthedatapoints

available?Arethemetricsdefinedtodaygoingtoscaleandprovideongoinginsightsfora

business?

SocialIndicatorsByIndustry

Onerecommendationwhencreatingananalyticsstrategyistocategorizeandinterpretthe

socialmediaconversationsaroundyourbrandthroughthelensofwhatdrivesvalueforthebusiness.Whatwouldananalyticsstrategythatfocusedontheinfluenceofsocialmedia

conversationsonbusinessmetricslooklike?

ByBroadcastTV

ForbroadcastTV,itmightbetrendingdetailthattracksviewers,whodescribetheir

favoriteshoworwatchingbehavior,withinacompetitivelandscape.Companieswouldbe

abletoevaluatehowtheirshowisperformingagainstthecompetitionandcorrelateitwithotherdata,likeNielsenratings.

8/2/2019 Social Media Monitoring - Preparing for the Expected and Unexpected Social Response

http://slidepdf.com/reader/full/social-media-monitoring-preparing-for-the-expected-and-unexpected-social 3/5

ByFinancialIndustry

Afinancialindustrymayfocusoncustomersatisfactionandtheimpactofpricingpolicies.

Mostrecently,duringtheBankTransferDayprotestsmanyfinancialinstitutionswereeagertounderstandnotonlyhowpricingchangesmightinfluenceacustomer’sintention

toswitchbanksbutalsohowtheirparticularbrandwasperceived.

8/2/2019 Social Media Monitoring - Preparing for the Expected and Unexpected Social Response

http://slidepdf.com/reader/full/social-media-monitoring-preparing-for-the-expected-and-unexpected-social 4/5

ByDigitalorCreativeAgency

Anagencymaymonitoracampaigntodetermineifadresonatedwithaudiencesas

intended,liketheyfounditfunnyorwereinfluencedtomakeapurchase.DuringtheSuper

Bowl,CollectiveIntellectpartneredwithCNBCtoproducetheSuperSundayAdTrackerto

rankSuperBowladsbasedonkeysocialindicators,like:purchasinglanguage,viewing

intention,loyalty,funny,etc.andcameupwiththeEngagedConsumervalue,whichwas

usedtorankeachad.Volume-basedmetricsarestillanimportantindicatorfor

understandingtheperformanceofacampaignrelativetoacompetitorandthelevelof

consumerengagementovertime.Buttotrulymeasurethesuccessofacampaign,it’scriticaltomonitortheindicatorsthatmaytranslateintopurchasingbehavior.

PlanfortheExpectedandtheUnexpected

Ineachcase,theintentofmonitoringistotiesocialbusinessintelligencetokeybusiness

metrics.Havingasetofcriticalsocialindicatorsthatcorrelatewithotherbusinessmetrics

willbringfocustoyoursocialmediaanalyticsefforts.Additionally,emphasisondriving

andmeasuringbusinessvaluethroughtheuseofsocialmediawillensurethattheapproachisintegratedacrossthebusiness.Afterall,yourorganizationisnotinbusinessto

Tweetbuttopromotethevalueofyourbrandtopersuadeandencourageconsumersto

purchaseanewproduct,watchapremierorgetanswerstotheirquestionfromyour

supportresources.

Unfortunately,asabusinessyoudon’talwaysknowhowtheconversationswillevolveand

whenthespotlightwillshiftfromproduct,toacustomerservicecomplaint,to

8/2/2019 Social Media Monitoring - Preparing for the Expected and Unexpected Social Response

http://slidepdf.com/reader/full/social-media-monitoring-preparing-for-the-expected-and-unexpected-social 5/5

manufacturingpractices.It’simportantthatanorganizationbeabletotrackhowa

campaignresonateswithconsumers.Butitmaybeevenmoreimportantforan

organizationtobeabletodetectemergingtrendsandissuesthatmaysurfaceunexpectedly

andthatgenerateswiftandsuddenmomentumacrossthesocialmedialandscape.Your

organizationcan’tnorshouldittrytocontrolthevarietyofsocialresponsetoyourmessagebutitshouldbeequippedtoanalyzethoseconversationsforactionableinsight

thatcanbeusedtoinformhowanorganizationrespondtoconsumers.

Ifyou’dliketofindouthowtointelligentlylistentoyoursocialcustomer,visittheCollective

IntellectWebsiteorcontactus.