1. Chapter 14
Social Media Monitoring
By: Jessica, Michael, Samantha, & Alyssa

2. DID YOU KNOW?

3. What is social media
monitoring?

5. social media monitoring is the process of tracking, measuring, and
evaluating an organization’s social media marketing initiatives

6. HISTORY
• Social web is growing as well as the significance of monitoring more importantly
listens are interacting more.

7. Tracking
the five-step approach to find relevant content on the social web to
efficiently and effectively are:
1. Choose Focus Areas
2. Select Target-rich Platforms
3. Identify the Appropriate Keywords and Phrases (study your buys)
4. Restrict or Widen the Search
5. Adjust Searches

8. Social media measurement is determination of the volume
of content and the sentiment toward a brand or topic on the
social web.

9. Measuring
• Measurement professionals were incapable to agree on definitions, and
how to measure the key elements of social media marketing
• Less than one out of seven companies measured their return on
investment for social media marketing during the first two years of
implementation

10. Why Measurement is needed?
• To allow marketers to assess progress toward achieving marketing
goals,
• To determine how strategies are performing,
• To make necessary adjustments

11. Steps to follow Measuring Social Media
• The first step is defining an organization’s qualitative and
quantitative social media goals
• The second step is to choose KPIs that will accurately measure
progress toward those goals
• The third step is to set a baseline or benchmarks, which will act as
standards against which all social media KPIs are measured
• The final step is to compare an organization’s social media KPIs to
its benchmarks over a period of time

12. Qualitative Social Media Measuring
• The Process of accessing the opinions and beliefs about a brand
• Most popular type are those that assess the impact of social media
activities on customer relationships
• 84% of marketers measure dialogue with prospects and customers
• 68% measure the strength of existing customer relationships
• 57% measure customer retention rates
• 43% calculate the ratio of negative to positive relationships with
consumers
• 68% of marketers track corporate/brand reputation

13. Why is Qualitative Measuring Important?
• Plays a key role in measuring customer satisfaction and
dissatisfaction
• Example: if a lot of people tweet “Iphones suck” or “Iphones rock”,
qualitative measurement will use these tweets to differentiate and
identify the sentiment and beliefs about the product, whereas
Quantitative will just measure the amount of tweets about the
product

14. Qualitative Key Performance Indicators (KPIs)
• Key Performance Indicators or KPIs are used for measuring the qualitative
performance of social media marketing activities
• Most influential qualitative KPI is sentiment analysis or opinion mining which
uses computer algorithms to automatically detect the basic mood, attitudes
emotions of content creators on the social web
• Classifies social media opinions about a brand or other topic as positive,
neutral, or negative
• 4 common Measurements: Dialog, advocacy, Customer Support, Spurring
Innovation

15. KPIs for Measuring Dialog
Dialog KPI #1: Share of voice - how a brand stacks up compared to competitors.
Calculated by dividing the company’s brand mentions by the total mentions by
the total mentions of the industry in social channels
Dialog KPI #2: Audience Engagement - Shows level of a company’s engagement
compared to its viewership. Calculated by dividing the proportion of visitors who
participate by total number of visits
Dialog KPI #3: Conversation Reach - Number of unique visitors who participate in
a specific brand conversation across social media channels. Calculated by
dividing the number of people participating in a social media conversation by
total audience exposure

16. KPIs for Measuring Advocacy
Advocacy KPI #1: Active Advocates - Measures the number of individuals
generating positive sentiment over a given time frame. Calculated by dividing
the number of active advocates by the total advocates for a brand
Advocacy KPI #2: Advocate Influence - Indicates the unique advocate’s influence
across one or more social media channels. Calculated by dividing a single
advocate’s influence by the total number of brand advocates
Advocacy KPI #3: Advocacy Impact - Measures the direct or indirect
contributions of advocacy on conversions. It is derived by dividing the number of
advocacy driven conversions by the total volume of advocacy traffic

17. KPIs for Measuring Customer Support
Support KPI #1: Issue Resolution Rate - The percentage of customer service
inquiries resolved satisfactorily using social media channels. Calculated by
dividing the number of service issues resolved satisfactorily by total number of
service issues
Support KPI #2: Resolution Time - Indicates the amount of time required to
produce a human generated response to customer service issues posed in social
media channels. Calculated by dividing total inquiry response time by total
number of service inquiries
Support KPI #3: Satisfaction Score - Relative satisfaction of customers. Calculated
by dividing positive customer feedback by all customer feedback

18. Innovation success is measured
on a business’ ability to
recognize and take action on
ideas generated by the general
population
KPIs
Measuring
For
Spurring
Innovation:

19. ● This creates competitive advantage
● If done right, should be transparent through social
media
● Will create loyal and dedicated customers
● Performance indicators include Topic Trends, Sentiment
Ratio, and Idea Impact

20. Topic Trends:
Measures brand/ product/service
topics identified by monitoring
social media conversations
• Here listen to popular topics
• Topic trends tend to have some
consistency
• Will showcase a company's
social media savvy
It is calculated by:
The number of specific topic mentioned
All topic mentioned
Topic trends

21. Sentiment Ratio:
Indicates the positive, neutral, and negative brand
mentions about specific products or services over
a given time period
• All brands hope for positive sentiment
• Learn from neutral and negative sentiment
• Negative sentiment should be addressed
directly
• Countred with support, advocacy, and dialog
It is calculated by:
Positive, neutral , and negative brand mentions
All brands mentioned
Sentiment Ratio

22. Idea Impact:
Measures the rate of
interaction, engagement,
and positive sentiment
generated from a new
product or service idea
It is calculated by:
Number of positive conversations, shares, and
mentions
The total idea conversations
Idea Impact
Example:movie trailers released through social
media

23. It is important to remember when using all
these in regard to qualitative KPIs
1. Few are actually measurable
2. Although it is thorough, it is not All-inclusive to date
3. Must be tied to distinct goals to be measurable
4. Based on best judgment or individual attempt

24. The Net
Promoter Score:
Consumer answer this question using a 0-10 scale
1. Promoters answer 9-10
2. Passives answer 7-8
3. Detractors answer 6-0
*Subtract the detractors from Promoters to get the
NPS*
If the scores is above 0 it is a good outcome
● Most popular and simplest qualitative
measurements
● Measurement used to gauge the
loyalty of a company’s customer
relationships
● “How likely is it that you would
recommend [company x] to a friend
or colleague”

25. Return to Investment (ROI)
• Is a ratio arrived at by subtracting expenses from sales and then dividing the result by the
expenses
Sale-Expense
RIO
Expenses
• Debated topic
• Is it really increasing sales?
• Company investment in social media marketing should be treated as an investment

26. Company should ask these questions to
see if they are reaching Qualitative Goals
1. Is the organization reaching new social
media audiences?
2. Is the company viewed in a more
positive than negative light by social
media users?
3. Is the organization engaged in
meaningful conversations on the social
web?

27. Selecting Social
Media
Monitoring Tools:
● May 2011 213 paid & free social media
monitoring tools
● What can companies afford and cover?
● Free: Google alerts, social mentions,
cotweet
● frustrations with both
● majority pay $100 a month (54.7%)
● continue to improve

28. Case Study: Using Radian6, AAA Monitors
and Interacts with the Social Web
Intro/Problem
• In 2009 AAA became aware of customer’s increased complaints
about the organization
• More customers started using social media as a platform of
complaint as opposed to using customer service report.
• complaints such as infrastructure, senior mobility, and transportation issues
Challenge
• Finding a sufficient way to monitor the content, comments and
conversations for a new generation using the social web
• Providing best customer service possible to respond to problems
and avoid a PR crises

29. Case Study: Using Radian6, AAA Monitors
and Interacts with the Social Web (Cont’d)
Solution/Strategy
• AAA decides to use a monitoring program titled Radian6
• Radian6: Social media monitoring software that has the ability to
help companies listen to and participate in the social web by
identifying what is being said online about their brands, industries,
and competitors
- Radian6 gave AAA the ability to have an overall view of
“website activity and performance through the lens of social
media”
Results
• With Radian6, AAA was able to respond to a wide variety of
comments on the social web more efficiently and quickly

31. The Future of Social Media Monitoring
• With advances of social media monitoring techniques, metrics and
tools will continue into the forseeable future
• Evolution of internet into a social web
• Connections between people, posts, comments, discussions, articles and
reviews expand exponentially and these linkages capture untold
information, which can be mined for valuable marketing insights
• Data mining: The process of automatically sifting through large
amounts of data to reveal trends, patterns, and relationships in
order to detect useful info. It can uncover unique and valuable
patterns about brands.

32. The Future of Social Media Monitoring
(Cont’d)
• Improvements in natural language processing and the “Semantic
Web” promise to deliver more powerful ways to monitor the social
web
• Semantic Web: Common framework that facilitates machine
interpretation of the meaning of language. Incorporating advances
in the Semantic Web can enhance analytics for brands.

33. SAS Social Media Analytics: Monitoring a
Brand with a Brand
Goal
• SAS was to create a reliable, accurate, and useful set of metrics that
would help marketing, PR, and comm. professionals make better
choices
• Metrics had to meet the following requirements
-Accuracy of data
-Timeliness of data
-Context and Clarity

34. SAS Social Media Analytics: Monitoring a
Brand with a Brand (Cont’d)
SAS: Developed in 1976, it is the leader in business analytics software
and services and the largest independent vendor in the business
intelligence market.
-They help customers improve performance and
deliver value by making better decisions faster.
- Teamed up with KDPaine & Partners and won the
award in Social Data Measurement/Measurement Innovation Division

35. SAS Social Media Analytics: Monitoring a
Brand with a Brand (Cont’d)
Challenge
• Establishing consistent collection methodologies (particularly with
Facebook and Social Bookmarking items)
• How to accurately reflect and report on SAS’ results in order to
provide data on which to make better decisions
Outcome
• SAS used a hybrid coding method in their program that could
organize mass amounts of data and conduct data analysis for all
variables
• SAS introduces new business offering in 2010 called SAS Social
Media Analytics

36. Tell Us...
1)What is SM monitoring?
2)What is Qualitative SM measuring?
3) What are the 3 KPIs (key performance indicators) for measuring
dialog?
4) T/F : AAA used the media monitoring program Radian6 to become
more efficient
5) Why is SM monitoring important ?