Upload
paige-brown-jarreau
View
191
Download
0
Tags:
Embed Size (px)
Citation preview
BUT HOW DO WE MONITOR AND MEASURE
OUR SOCIAL MEDIA EFFORTS FOR
SUCCESS?
“Companies are now aware of the imminent
need to focus on developing personal two-way
relationships with consumers to foster interactions
(Li and Bernoff 2011).” - ref
“Internet users are turning away from traditional
media and are increasingly using social media channels to search for information and opinions
regarding brands and products (Mangold and
Faulds 2009; Bambauer-Sachse and Mangold
2011).” - ref
We can’t control what is being said on social media
platforms about our products, services, staff etc…
So what can we do? Keep an eye on these
channels and make sure that all mentions are
appropriately dealt with.
In other words, monitor & measure!
Organizations today have new immediate real-time
insight into the thoughts, views and feelings of
audiences, customers and stakeholders, including
journalists, politicians, and many other important
influencers – all on outlets like Twitter, blogs,
Facebook, etc.
REAL-TIME PUBLIC RELATIONS
PR has increasingly shifted to real-time – active listening and responding to customers/audiences
via social media
Success requires
active listening
responding with the appropriate content,
information and insight
creating proactive opportunities to converse with
stakeholders in real time
feeding acquired knowledge from this “listening”
back into the organization in real-time
Share This: The Social Media Handbook for PR Professionals
5 REASONS WHY SOCIAL MEDIA
MONITORING IS ESSENTIAL - @RUXANDRARUX
PR is about anticipation and interpretation of public opinion and attitudes that might impact the future of an organization.
Social media monitoring can be used to avoid issues management that might, sooner or later, turn into a crisis.
Social media monitoring can be used for:
Market research
Sentiment analysis (toward the brand, etc.)
Competitor analysis
Insight into target audience categories (finding out more about audience location, online habits, etc.)
Things we used to do: Have e-mail alerts delivered to us of any mentions of our organization / brand
Things we can do today: Scan social media for mentions of our organization / brand
5 REASONS WHY SOCIAL MEDIA
MONITORING IS ESSENTIAL - @RUXANDRARUX
“a monitoring tool can provide information revealing
on which social media channels there was the most
and the least interaction, which topics drove
conversations and which were the third parties that
supported the campaign.”
By monitoring social media, we can turn complaints
and negative feedback into positive publicity.
Respond promptly to negative comments
Provide feedback/support
Offer information and the right tools to the user
Show concern for the audience / customer
BEST PRACTICES FOR
MEASUREMENT
Make a list of everything you CAN measure
Make a list of everything you MUST measure
Stay current on best measurement tools
Tie everything you measure to
business/organization/campaign objectives
Test, Measure, Learn, Adapt, Repeat
STAGES OF SOCIAL MEDIA METRICS
Exposure: To what degree have we created exposure
to content and messages?
Engagement: Who is interacting and engaging with our content? How and where? On what platforms
(Twitter vs. Facebook? Reddit? Instagram?)
Influence: How did we influence perceptions and
attitudes of the target audience?
Action: What actions if any has the target audience
taken?
STAGES OF SOCIAL MEDIA METRICS
Exposure:
Impressions
Clicks
Page views
# of followers
Engagement:
Duration of page views
Number of retweets
Number of @ mentions
Return visits, comments, subscriptions, etc.
Influence:
Changes in opinions and attitudes
Sharing; telling a friend; audiences telling their own stories using a hashtag
Ratings / reviews
Action:
Number of visits to the website
Number of people who visited the store, purchased a product, attended an event, etc.
Requesting of more information
As soon as the lights went out in New Orleans, the Oreo and 360i social media teams were prepared to jump on the opportunity.
They released a quick-fire advert, broadcast over their social channels, referencing the blackout and linking it back to their brand.
Knowing that Twitter would be the hotbed for social activity during the game, Oreo was prepared to succeed – which they did, with over 16,000 RTs. Before the game even began, Sarah Hofstetter and the 360i team assembled an on-call team in their New York offices with representatives from Oreo present as well, so that any idea that sparked could be posted as soon as possible.
Oreo – Dunk in the Dark
http://www.brandwatch.com/2013/02/how-one-brand-has-changed-the-game-for-social-media-marketers/
LESSONS FROM OREO DUNK
Scheduled weekend tweets don’t take
advantage of social media monitoring
24/7 ON cycle of social media
Social media listening can sometimes outperform
big-money advertising. Oreo trumped these
advertisers with their ‘Dunk in the Dark’ tweet:
BENEFITS OF SOCIAL MEDIA
MONITORING
If you aren’t listening and understanding on
social media, then you can’t start to enter the
conversation in a meaningful way that will start to
help you achieve real organizational and
business objectives.
Using real-time social data, we can access
consumer behaviors, attitudes, preferences,
ideas, affinities and sentiment.
READING: HOW PR EXECUTIVES
PERCEIVE AND MEASURE IMPACT
OF SOCIAL MEDIA (DISTASO, MCCORKINDALE, WRIGHT, 2011)
“The challenge for public relations practitioners is
not just trying to find the best way to incorporate
social media strategically, but also to determine
the best way to measure it beyond merely
counting followers or fans (McCorkindale, 2010).”
As one participant stated, the greatest risk is to
“ignore social media and to allow conversations
to happen without awareness or participation.”
READING: HOW PR EXECUTIVES
PERCEIVE AND MEASURE IMPACT
OF SOCIAL MEDIA (DISTASO, MCCORKINDALE, WRIGHT, 2011)
PR executives want to know more about how to:
measure “behavioral outcomes, not just reach,”
“connect media metrics to corporate communication strategy,”
“get concrete and meaningful measures of impact. . .influence behavior,”
“best measure the effectiveness of social media in driving employee engagement and consumer purchases or actions,”
“measure mobile,”
“measure impact,”
measure in a way that “shows it contributes to strengthening the brand,”
measure the “age and social status of the audiences,”
correlate with corporate reputation and behavior, calculate return on investment, and
measure credibility
FREE SOCIAL MEDIA MONITORING TOOLS
TweetReach: Who is reading your tweets? How is it being shared? What is the measured impact of what you’re putting out there? TweetReach is a social analytics tool that helps you capture this valuable information.
Twitalyzer: Measure your impact, engagement, and influence on Twitter with this tool.
PeerIndex: Use this tool to determine your online authority and who your online brand advocates are.
SocialMention: Track and measure who is talking about you, your company, your product, or any topic related to your industry.
FREE SOCIAL MEDIA MONITORING TOOLS
Google Alerts are email updates of the latest relevant Google results based on your choice of query or topic. You can
subscribe to each alert through email and RSS. The alerts
track blog posts, news articles, videos and even groups. Set a
"comprehensive alert," which will notify you of stories, as they
happen, for your name, your topic, and even your company.
Twitter alerts: Conduct a search for your name, your
company's name, or various topics you're interested in and
then subscribe via RSS. Twilert and TweetBeep are additional
tools you can use to receive email alerts.
SOCIAL MEDIA MONITORING TOOLS
SocialBro: This tool gives you detailed information about your
Twitter community so that you can interact with followers
more efficiently and garner the best results. (Free Trial)
THINK BEFORE YOU MEASURE
Before interpreting any social media metric ask yourself these questions:
Is this metric relevant?
Does it matter?
Why does it matter, and what other information do I need to pair with it?
What is the number actually telling me, and how can I use it? Improve upon it?
Is there spam or noise in this metric?
What constitutes real engagement? Do Facebook ‘likes’ translate into conversations?
Think about your specific goals before deciding on a social media monitoring or measurement tool