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
Social media audit assignment for social media class
Real-Time Web; Trending Social Data
1. Social Media CourseDr. Matthew J. Kushin Assistant Professor Department of Communication Utah Valley University profkushin.wordpress.com mkushin@uvu.edu @mjkushin
2. Real-Time Web; Trending Social Data Dr. Matthew J. Kushin Course: profkushinsocial.wordpress.com
5. 1 more basic monitoring tool You’ve actually been using this already! The Real-Time Web
6. The “Real Time Web” Process of searching for information as it is created Search factors time & popularity as key variables
7. The “Real Time Web” Enables: ability to search web as a live and constantly changing entity
8. Comparison Google: Organizes mass of information on the web by scouring web periodically Content is most anything posted online sorted by relevance to search query Real Time: Delivers most popular topics recently discussed or posted by users Content is soft: based on what people are saying (opinions, attitudes, thoughts, interests). content linked to is often hard: news articles, blog posts, facts, etc.
9. Tap into the discussion! Real-Time Web Search Use: What are people saying RIGHT NOW about a topic Enable us to monitor buzz around our campaign, brand, etc.
10. Example Scenario Our organization recently received negative press. We want to get a sense of what people are saying.
11. Example Scenario We’re doing PR for Taco Bell Its been a few weeks since the beef fiasco. We want to know if people are still concerned over “taco bell beef” situation. So we search daily “taco bell beef”
12. Real-Time Web You already know the most popular real-time web search What is it?!
14. We’ve put this to work already: Hootsuite enables program Twitter Search & keywords to monitor = search for “#Utalk” on search.twitter.com
15. Real-Time Web Beyond Twitter: AddictoMatic – indexes latest results from many sources SocialMention – indexes blogs, images, microblogs, news, events, etc.
16. Summary Real-time web search enables us to monitor what people are saying online about a topic/issue/etc. Twitter is 1 of many real-time web searches Adding other real-time web searches broadens our ability to monitor web Blogs, photos, etc.
19. Review: Tools Some are social media platforms that can be turned into powerful tools Some are specifically designed tools Focus
20. Trending Data on an issue, subject or event over a period of time Looking at social data across time can uncover trends, or patterns of behavior These trends can inform decision making
22. Uses There are so many, some include: Research long term trends of usage of keywords. Compare and contrast performance of different keywords. E.g., brand names Segment search data by geographic regions (country, state, city). Identify search keywords that are most important in any industry
23. 3 Types of Tools Twitter Trends Search Trends Blog Trends
24. 1) Twitter Trends There are many, but 2 useful tools: Archivist trendistic
25. 1) Twitter Trends If you have access to Twitter right now – log in and Tweet the following: #comm350R
26. Archivist Url:http://archivist.visitmix.com/ What is it:“a service that lets you search Twitter for Tweets. Then you can create an archive, analyze, export and share the tweets.” Use: See useful data trends about Twitter activity of your search
27. 1) Twitter Trends Let’s take a look @ who tweeted: #comm3530 Search Archivist for “#comm3530” http://archivist.visitmix.com/
28. Example Scenario You work for Chrysler and you’ve recently put out an $8 million dollar, Eminem advertisement You want to know how the twittersphere is reacting. Why? You know many people goto Twitter to share info & ideas. So, you can get an easy, free sense of how many people are talking about your brand.
30. On the next slide: Notice that we can see keywords that are tweeted along with Chrysler – a powerful thing. Think: How could this information be useful to us, in this scenario?
32. Trendistic URL:www.trendistic.com What is it: “a visualization of what is popular and what is not among Twitter users, and how certain events are reflected or even predicted by the microblogosphere.” – trendistic help page Use: visualize Twitter trends over time & compare keywords E.g., “baseball” versus “lacrosse”
33. Months later…. Chrysler less talked about on Twitter than Ford May 17, 2011: Searched Trendistic: “Chrysler, Ford”
34. 2) Blog Trends Similar to Twitter trends, except: Allow us to see most popular topics people are blogging about Why valuable? Bloggers are influential, convo starters.
35. Blogpulse URL: www.blogpulse.com What is it: Set of tools for blogosphere data Use: A few. But 1 is seeing trends in blogs over time.
39. Example Scenario #1 Scenario: Your want to demonstrate your Chrysler ad campaign is generating buzz. Notice a spike on Google searches
40. Example Scenario #2 Seasonability When is the best time to launch a campaign? “Personal budget” Budgeting is much more top of mind around the New Year so maybe a New Year’s resolution based campaign would strike a cord with consumers
41. Example Scenario #3 You want to know what product features people search for the most, when they look for a smart phone. You’ve created a product to rival the iPhone and want to see if you’re gaining traction Let’s search: http://www.google.com/insights/search/# What are popular smart phones of the day?
43. The surface… Learn more about archivist: http://archivist.visitmix.com/about/faq See all Google Insights for Search can do: http://www.google.com/insights/search/# Additional cool tools! Analyze your tweets: hootsuite statistics Twitscoop: trends on Twitter http://www.twitscoop.com/
Editor's Notes
Google is enabling more ‘real time’ as a reactionary measure.
Search “Taco Bell beef” on blogsPrompt them – how else could this be helpful for PR?
Check on archivisthashtag: #comm3530
See volume, users, timeline, etc.
Do a basic search for a few terms: iphone, android, etc.