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Online tutorial social media-monitoring
- 1. Social Media Monitoring NCYD Social Media Training November 16, 2013. 1 1
- 2. Part 1: Introduction into Social Media Monitoring Social Media Monitoring How to measure your social media campaigns Social Media Monitoring 2 2
- 3. The Challenge: Information is delivered in knowledge chunks. Social Media Monitoring 3 3
- 4. Why do we monitor? • Stay informed • Track success • Understand the audience • Know what works and what doesn’t. • Engage audience more appropriately • Filter information relevant to us Social Media Monitoring 4 4
- 5. What is Social Media Monitoring? Social Media Monitoring 5 5
- 6. Types of monitoring Social Media Monitoring 6 6
- 7. Monitoring can be: External • • • • • Trends Conversations Developments Opportunities Research Internal • • • • Growth Engagement Results of objectives Effect of tactics employed. Social Media Monitoring 7 7
- 8. It’s all about… Evidence-based Marketing: Social Media Monitoring 8 8
- 9. MONITORING VOLUME The number game • Deals mostly with numbers • growth of audience • Views, reach • NOT an isolated measurement – not enough to determine overall success. e.g: 1,000 fans is good, but if 900 are barely active or only liked because of a one-time promotion, then you wouldn’t call your campaign a success. Social Media Monitoring 9 9
- 10. MONITORING VOLUME How it’s done 1. Local Insights Some services provide their own tracking sicu as Insights for Faacebook, statistics for Wordpress blogs and Youtube channels. Social Media Monitoring 10 10
- 11. External insights Eg. TweetReach, Klout Social Media Monitoring 11 11
- 13. Engagement How people respond to your content Clicks on your links, views of your article Likes, comments, shares, on your status Retweets, mentions, favourites These will affect your other monitoring angles such as Volume. The more likes, posts, comments, shares a piece of content gets, the more your age grows, and the further your content reaches. Good tools for monitoring engagement: Facebook Insights, Bitly.com, Klout.com, Wordpress statistics, Youtube Statistics. Social Media Monitoring 13 13
- 20. SENTIMENT Qualitative Analysis of Facebook Posts © Alex November 21, 2009 What makes Facebook content viral?
- 21. Why are certain posts more viral than others? How does emotion shape post virality? How does content type shape post virality? 21
- 22. Classification of Emotions Extreme negative UNICEF is outraged at the latest killing of 32 children - under the age of 10 - confirmed by United Nations observers, and the wounding of hundreds more in the village of Houla, near Homs. Sadness “I live in the slums, where thieves and burglars roam even in daylight,” says 19-year-old Randrianarivelo from Madagascar. Interest Watch how joint efforts between the Saudi Fund for Development and Unicef Pakistan are reviving the education system in Pakistan's Swat Valley. Youth Advocacy Caroline was a child participant at the 2002 Children’s Forum. In this video interview, she tells us what it was like to be there. GWA Event As aid agencies warn of a funding shortage for the crisis in the Sahel, actor and UNICEF UK Ambassador Ewan McGregor calls for more help for the… Positivity Happy Cinco de Mayo! © UNICEF/NYHQ2011-1485/Friedman-Rudovsky Empowerment Extreme positive Example Anger Moderate Arousal Arousal Annour is on a crusade against cholera in Chad. Watch this and learn more! Adorability We’re bringing you to the Sahel, where these mothers and children are coping with the daily realities of malnutrition. 22
- 23. Allocation of average Engagement on Emotions 3500 3000 2500 2000 1500 Average Engagement based on an aggregated score summing up likes, shares and comments per post 1000 500 0 Extreme negative Moderate Arousal Extreme positive 23
- 24. Classification of Content Types Video Text Apps Picture 24
- 25. Allocation of average Engagement on Content Type 3500 3000 2500 2000 Average Engagement based on an aggregated score summing up likes, shares and comments per post 1500 1000 500 0 App Picture Text Video 25
- 26. Key findings • The more emotional (extreme negative or extreme positive) the post, the higher the likelihood to receive engagement • Extreme positive content is more likely to receive engagement than extreme negative content 26
- 27. Key findings • Pictures receive the highest engagement rates • Text, apps and video receive a fairly equal engagement rate – Pictures with highly emotional messages are most likely to receive high engagement rates – Videos with moderate emotional messages are most likely to receive lowest engagement rates 27
- 28. Part 2: Advanced Social Media Monitoring Social Media Monitoring Tools How to measure your social media campaigns in 15 minutes Monitoring and Evaluation Defining and measuring Key Performance Indicators (KPIs) Social Media Monitoring 28 28
- 29. External monitoring Engaging Stakeholders through Social Media Conversations Listen Discover Measure Engage Social Media Monitoring 29 29
- 30. Set up multiple Google Alerts for your topics and campaigns. The alerts will get delivered directly to your email inbox at the frequency you indicate (e.g., daily or as they happen). Social Media Monitoring 30 30
- 31. Twitter lists are a helpful tool to follow influencers, journalists and peer organizations real time and on demand. Social Media Monitoring 31 31
- 32. Engaging Stakeholders through Social Media Conversations Listen Discover Measure Engage Social Media Monitoring 32 32
- 33. Interesting Content / Influencers / Topic Trends Social Media Monitoring 33 33
- 34. Social Mention is a social media search and analysis platform that aggregates user generated content from across the universe into a single stream of information. Social Media Monitoring 34 34
- 35. Engaging Stakeholders through Social Media Conversations Listen Discover Measure ■ Ongoing Measurement ■ Specific Measurement (events/campaigns) Engage Social Media Monitoring 35 35
- 36. Generic Measurement: Reach ■ ■ ■ ■ How many people like you on Facebook? How many people read your Blog? How many people follow you on Twitter? How many people watch your videos? Engagement ■ How many people comment, like or share your Wall posts? ■ How many people link, comment or quote on your blog-posts? ■ How many people retweet or mention your Tweets? Sentiment ■ How do people feel about the type of content you are posting? ■ Are you generating enough concern? ■ Do they care enough to give you feedback? Social Media Monitoring 36 36
- 38. Engaging Stakeholders through Social Media Conversations Listen Discover Measure Engage Social Media Monitoring 38 38
- 39. Five characteristics for successful engagement: ■ Be real: Talk in a human voice, nurture one-to-on relationships and admit when you make mistakes. ■ Be relevant: It’s about the community and not UNICEF. Add value to discussions. ■ Be practical: Use common technologies, such as Slideshare. ■ Be patient: Relationships take time, don’t start asking for favours. ■ Be active: Engage often and regularly. Offer fresh content. Social Media Monitoring 39 39
Hinweis der Redaktion
- • Monitoring by Volume relates to the monitoring of amounts of mentions, views, and posts a topic, organizations or user receives. • Monitoring by Channels relates to the monitoring of various networks that users use to exchange content. • Monitoring by Engagement offers a deeper insight into how many users actually respond, like, share and participate with the content. • Monitoring by Sentiment Analysis offers a qualitative approach by using word-libraries to detect positive or negative attitudes by the users towards an issue .