Social Media Monitoring: Challenges & Key Insights Effective Monitoring Can Deliver

The Challenges

• Billions of conversations

• Unstructured & dispersed data

• Multiple languages

• High signal-to-noise ratio and SPAM

• Choose how and who to interact with

• What and how to contribute

The Opportunities

• Real-time response/engagement

• Influencer identification

• Feedback/customer insight

• Sentiment analysis

• Competitive/industry insight

• Lead generation

• Customer service

• Public relations

• Activity audit/ROI measurement

• Crisis management

Where is content on your brand being createdand who is consuming it?

Site Vertical Geography

0

10

20

30

40

50

60

Blogs Forums News Twitter

Compaq Presario

HP Envy

MacBook Pro

Dell Inspiron

Source Verticals

Share of Twitter Referrals

15%

12%

6%

17%

10%

9%

8%

7%

10%

6%

BP Tweets Containing Links

YouTube

Wordpress

facebook

CNN

Reuters.com

Huffington PostBBC

Of the top 10 links referenced by Twitter users mentioning the BP crisis, one-third linked to social media websites such as blogs, videos and social media group efforts.

CNN was referenced the most with 17% of all links analyzed, with YouTube a close second.

What are people REALLY saying about your brand?

Product Feedback

intel15%

atom11%

screen9%

processor9%batteries

9%premium

8%

dual8%

n5508%

swivel7%

keyboard5%

hybrid4%

10-inch4%

latitude3%

Not-So-Obvious Product Feedback

Keyword Classification

Crisis Management

Get early notifications with alerts. Track the discussions and sentiment in real-time across sources, geographies and demographics.

Understanding issues BEFORE they become mainstream news stories

Gap Logo Announcement

Original Gap Logo

Facebook Page Central

Sentiment Analysis

Dell Customer Service

Sustained post-crisis conversations yields a positive skew

Sentiment Analysis

How big is

BIG?

Competitive Volume

Benchmarking

Who Do I Talk To?

• Inlink count• Diggs• Delicious bookmarks• Posting frequency• Number of comments• Retweets• Followers• Reach • Number of tweets• RSS feed circulation• Fanpage activity

Authority

Start with your top fans and followers

Thank you.

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