Social Media Monitoring basics: Who is your Audience? & Free tools
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Class lectures for Comm 399: Fundamentals of Social Media, Fall 2012, Department of Communication, Shepherd University.
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Mehr von Matthew J. Kushin, Ph.D.
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Social Media Monitoring basics: Who is your Audience? & Free tools
- 1. Social media monitoring: Audiences Professor Matthew Kushin, PhD Shepherd University | Department of Mass Communication | 2012
- 2. PR & Social Media PR seeks to Understand existing perceptions. Build positive, mutual relationships with publics. So, many PR professionals monitor what people say about their clients on social media!
- 3. Strategic Campaign Stages Research Planning Execution Evaluation
- 4. First things First Before we do ANYTHING on social media we must first know who we’re targeting!
- 5. Success Is about listening to & understanding your audience Image: Laverue
- 6. Questions to investigate Who is talking about us? Today’s Focus What are they saying about us? What are attitudes about us? How are these people influencing the conversation? (How) are we influencing the conversation? Is what we’re doing effective? Image: Laverue
- 7. 2 audiences really… Who is talking about us? Today’s Focus Who do we wish to target (e.g., who do we want to be talking about us)? Publics: Young adults, high school athletes, mothers of young children in the county, etc.
- 9. Starting Questions: Who is your audience? Where do they live? Where do they work? What do they do for fun? What is their lifestyle? Where do they hangout when not at work? Where do they hangout when online? Facebook, YouTube, G+, Twitter, etc What types of conversation are they having? Are they talking with your partners? With your competition? How much money do they make? What is their lingo? Tone? Casual? Professional? Source: 8 Things You Must Know About Your Audience to Inspire & Connect In Social Media by Pam More
- 10. Where? Example Scenario: Popular restaurant chain teams up with county schools Campaign targeting middle school and high school teens to exercise three days a week. Social media strategy targets: Twitter, Facebook, MySpace
- 11. How do we monitor? 2 popular ways: Monitoring the “real time web” Today’s Focus Exploring “trends” on the social web
- 12. 1: Real Time Web
- 13. Tap into the discussion! Real-Time Web Search Is: Process of searching for information as it is created Use: What are people saying RIGHT NOW about a topic Opinions / attitudes/ feelings / experiences
- 14. Most Popular “ream time” search
- 15. Audience Profile: Twitter Who are they?!
- 16. Real-Time Web Beyond Twitter: SocialMention – indexes blogs, images, microblogs, news, events, etc.
- 17. Real-Time Web Beyond Twitter: Topsy.com – indexes tweets, Google+, photos, links, video
- 18. Digging Deeper: Other Profile Search Tools Twitter profiles are limited… G+ is much more robust Google Plus search: http://gplussearch.com/
- 19. Audience Analysis Competition You’ve just been hired to help launch a new PR campaign But you don’t know about who uses their products!!
- 20. Goal Answer the question: Who is the type of person who talks about this brand and its product? Your team’s goal is to create the most comprehensive profile as possible!
- 21. Mini Example! Audience Profile Young people; socially active; diverse interests & locations Influencers
- 22. Activity Part A: Gather Data and post to Team Google Doc Part B: Use this data to answer the questions on the Handout. Class Discussion Turn in handout @ end of class
- 23. Discussion Who uses Burt’s Bees? How might this information be helpful to us as a foundation? Where can we go from here? What else can we start to learn?
Hinweis der Redaktion
- What are things you’d want to know about what people are saying about your brand?We’ll look @ 3 things:
- Let’s write on the board a list.
- These are recommended by Pam More – of course there are other possibilities.http://socialmediatoday.com/pammoore/274031/8-things-you-must-know-about-your-audience-inspire-connect-social-media
- This is based on a real-world example I’m familiar w/. I made changes to protect the innocent.Middle school kids aren’t on Twitter. So the efforts were wasted.
- Is Twitter!
- As a simple example, Take a hopefully innocuous subject like “lacrosse”Prompt them – how else could this be helpful for PR?
- Products – breakfastSentiment – positiveAudience - influencers
- Show them how to do a screen grab. Break away and come back.