These slides were created for the course: Comm 350R Social Media Dr. Matthew J. Kushin Department of Communication Utah Valley University For more on the course see: http://profkushinsocial.wordpress.com For more about the professor, see: http://profkushin.wordpress.com or @mjkushin on Twitter

1. Social Media CourseDr. Matthew J. Kushin Assistant Professor Department of Communication Utah Valley University profkushin.wordpress.com mkushin@uvu.edu @mjkushin

2. Monitoring Social Data Dr. Matthew J. Kushin Course: profkushinsocial.wordpress.com

3. The World Online We can think of everything & everyone online loosely as a brand All experience online is mediated Thus, we experience a crafted construction Image: rishibando

4. Example Identity is a brand “Personal Branding”

5. “Your brand is the perception others have of you. It is not the perception you have of yourself.”

6. Conversations! We’ve said: Social media is about conversations

7. People are talking about your brand when they’re happy with you, & perhaps especially when they’re not!

8. Success Is often about listening Understand your audience Image: Laverue

9. Questions Every Company Must Investigate Who is talking about us? What are they saying about us? How are these people influencing the conversation? (How) are we influencing the conversation? What are attitudes about us? Is what we’re doing effective? Image: Laverue

10. Brand Monitoring

11. So how do we do it? A # of online tools have been developed for tracking online behavior Many are free!  Enable rich insights that can inform decision making Photo: eyesore9

12. Versatile! Many uses, some include: Stay on top of online trends Better understand (potential) audience Track success of online efforts .e.g., PR campaign Track readership / success of web presence Research Optimize your content for your audience (e.g., search engine optimization / SEO)

13. Tools Some are social media platforms that can be turned into powerful tools Some are specifically designed tools

14. Basics: Getting Started

15. 1) Set up Monitoring Station Goal: Program web to send data to us Tools Needed: Social Media Dashboard Alerts Feed Reader (& RSS)

16. New Logic Old Days: Searched for information: Info had to be organized Libraries: e.g., Dewey Decimal System, indexes Internet: Search engines: Excite Time, cost & resource intensive

17. Getting Information Today: Use technology to train info to find us. Example:

18. Tool 1 Social Media Dashboard All your social media accts in 1 place Ex: Hootsuiteseesmic

19. Strategy Integrate all organization’s social media accts into dashboard Enables posting & monitoring in 1 place Twitter Facebook LinkedIn etc

20. Strategy Also enable program Twitter Search & keywords to monitor = search for “#Utalk” on search.twitter.com

21. Example #Utalkhootsuite dashboard Contains Home feed Twitter search for “#Utalk” @Utalkmod mentions

22. Example Hootsuite – mkushin Note: Multiple accts for Twitter LinkedIn Twitter Lists

23. Tool 2 Alerts! Definition

24. Example Can monitor any news about the university Get auto-emails of new content Don’t have to waste time searching

25. Tool 3 RSS Reader Definition

26. RSS RSS = = Real Simple Syndication A distribution tool for online content RSS gets updated automatically when new content is published online

27. Example Can subscribe to feed in my RSS reader

28. Many Feeds. 1 Reader. ESPN.com Can subscribe to feed in my RSS reader NBCsports.com CBSsports.com Hokiesports.com

29. An Aside: Distribute! To Syndicate = to organize & distribute simultaneously to multiple parties. Others can subscribe to our Useful for distributing any content frequently updated, e.g.: Blogs Podcasts Videos

30. Sort of things to Track Key players Competitors Mention of our brand, products, etc Industry news Keywords (we’ll talk more about w/ SEO) Image: Laverue

31. Result: Monitoring Station Create a command center for important info to come to us Photo: eyesore9

32. In effect People are talking about your brand when they’re happy with you, & perhaps especially when they’re not! Social media helps us monitor that convo!

33. Example Think about how this could be useful for: A journalist covering the local sports beat PR for a company selling inexpensive but delicious sort-of-meat fast food products How could we use hootsuite? What sort of alerts would help? How could we use Google reader?

34. Looking Forward Monitoring Station is starting point We’ll build on this to develop greater insight & improve