SlideShare ist ein Scribd-Unternehmen logo
1 von 6
Downloaden Sie, um offline zu lesen
Vocus Whitepaper
Monitoring the Social Media Conversation: From Twitter to Facebook




        Monitoring the Social Media Conversation:
        From Twitter to Facebook
Vocus Whitepaper
Monitoring the Social Media Conversation: From Twitter to Facebook




Monitoring the Social Media Conversation:
From Twitter to Facebook

The prevalence of social media has not just grown but exploded. Millions of conversations are taking place online.
Company reputations are being made or harmed hourly… and all in 140 characters.

Are you trying to find value hidden in the millions of Twitter and Facebook conversations taking place every day? While
the microblogging and social media network may have started as a way to stay connected with friends, its ability to
connect you with the public is proving invaluable for PR professionals.

The social media buzz continues to grow as people see the legitimate business impact of the medium. Do you want to
know what people think of your brand? Want to join in the conversations? Learn from industry leaders and provide
valuable information to your peers? Organizations can no longer afford to ignore Twitter and Facebook, chalking them
up to the latest fad. In today’s world, whether or not you are aware of or join in the social media conversations, they
will still take place. As a public relations professional, you need to be prepared to monitor and analyze your
organization’s online reputation in the social media landscape.

While social media has opened organizations up to public criticism it has, more importantly, also created a direct line
between your customer and prospect base. Carefully monitoring headlines and reading industry articles has always
been an integral part of everyday public relations activities. Today, by integrating traditional and social media
monitoring, the value to the company is much greater.

This whitepaper will offer tips and techniques to both monitor and analyze the social media conversation to get a clear
understanding of your online corporate reputation, interact directly with your customers and uncover potential sales
opportunities for your company.


Understanding your Online Corporate Reputation
With media moving online, PR professionals need to not only monitor what traditional journalists have to say but also
what online journalists, bloggers and customers are saying.

While PR professionals are beginning to understand the impact of their online corporate identity, they are also
beginning to see its power. Suddenly, monitoring news can not only be used to gain perspective but also to help create
that image and uncover potential business opportunities.

According to the Institute of Public Relation’s recent study, “An Analysis of the Increasing Impact of Social and Other
New Media on Public Relations Practice,” the new medium is impacting the profession:

    •    88% of respondents believe blogs and social media have made communications more instantaneous because
         they encourage organizations to respond more quickly to criticism.
    •    73% of respondents believed the emergence of blogs and social media had changed the way their
         organizations (or their client organizations) communicate.
    •    More than 90% of respondents encourage the use of research to measure how blogs and social media are
         impacting their organizations, but only about one-third (39%) say their companies actually are conducting this
         measurement.




1
Vocus Whitepaper
Monitoring the Social Media Conversation: From Twitter to Facebook




As companies put solid social media monitoring strategies in place, they will find the information necessary to help
define their online corporate brand identity and to develop a strategy to ensure these new platforms are helping them
strengthen their image and communicate with their customers.

Ignoring it Won’t Make it Go Away
The most important thing to understand about Twitter, Ning, LinkedIn, Facebook and other social media networks is that
the conversations are taking place with or without your participation. As a PR professional, you can’t miss the
opportunity to keep your organization’s voice in the discussion.

With company perceptions flooding the Internet, it is now possible to get insight into all aspects of an organization
through monitoring both online and offline media. Reputation management has grown in importance as one single post
or comment has gained the ability to either boost or collapse company perception. The Internet has also made it
possible to not only track your own reputation but also that of your competition. The rise in consumer-generated media
in blogs and other social media forums has added insight into customer service problems and other corporate
perception issues.

With frustrated consumers turning to Twitter and Facebook to share their bad customer experiences, companies are
watching their online reputation change rapidly. Through monitoring, savvy companies have been able to use the
information on these sites and turn around perceptions just as quickly. Comcast, for example, has found a way to not
only to get in front of the customer complaints to change their opinions, but also help out the customers in the process.
With dedicated Twitters that monitor and respond to customer issues, the organization has been able to stay one step
ahead of the Twitterverse and balance any negative tweets with positive outcomes. By responding, they have
established a presence in social media that allows them to control the company’s perceived value to its customers.

With so many social media networks, blogs and communities swirling around the Internet, PR professionals are
challenged to identify a jumping off point and to find the time. Many organizations are overwhelmed trying to track
social media, not knowing where to begin or how to get started.

Uncovering Opportunities
As with traditional media monitoring, many key areas need to be taken into consideration to develop a sound strategy
to utilize the information PR professionals are able to gather. It is important to establish an understanding of the
landscape itself to see what information will be most influential to the company’s future direction.

    •    Competitive Analysis- Monitoring both your company and the competition will help create a fair evaluation
         of where the organization falls within the industry. As important as what the public says about your own
         company is what they reveal about your competition. Monitoring the information shared by both your
         competitors and their customers can help you gain a better understanding of their product’s advantages and
         disadvantages. That knowledge can not only help strengthen your own business strategy but also provide
         insight into your customers’ needs.
    •    Industry Experts- Monitoring the industry as a whole can accomplish two goals: to see how the industry is
         shifting and what trends are emerging. With industry leaders establishing an online presence, you now have
         the opportunity to communicate with the experts and gain a better understanding of emerging trends.
         Additionally, you are able to see the upcoming turns and changes as they happen.
    •    Message and Reach- Traditionally, news coverage was monitored to see the number of clips and
         impressions for companies. In today’s world, it is not just about the clips themselves, but the message that
         resonates. Social media and online publications, allow key messages to reach even further and to permeate
         throughout the industry. Monitoring messages about your company will allow the organization to qualitatively
         evaluate its online perception.



2
Vocus Whitepaper
Monitoring the Social Media Conversation: From Twitter to Facebook




    •    Foster Relationships with Current and Potential Customers- By monitoring social media, you can
         leverage your direct connection to the public and your potential customers. While monitoring and addressing
         the concerns of current customers is extremely important, so is uncovering opportunities to secure new
         customers. By tracking industry, competitor and other key terms, you can identify people looking for information
         on your products as well as general information on your industry and competition. Approaching these situations
         very carefully, can lead to new business opportunities for the company as well as raise your public perception.

How to Begin

    1) Establish Guidelines- Controlling the messages, responses and interaction of your brand is a big job. Social
       media has turned everyone associated with your brand into a potential company representative. Whether you
       are a large or small company, the nature of social media requires specific guidelines for conduct. Through
       careful monitoring, you are able to track the internal and external messages flowing through the Internet and
       ensure the guidelines are being followed.

         While many employees are tempted to participate in conversations, monitoring helps you control the message
         that is being sent. While 99% of the participation is likely harmless, in some cases, it may impact company
         brand and reputation. Knowing what is said and by whom will help you identify any potential internal risks to
         your online reputation as well as identify potential organizational issues.

         By offering an internal social media code of conduct, you can provide employees with messages that will help
         them serve to further your initiatives and steer the online conversations favorably.

    2) Identify What to Monitor- With so many social media sites emerging and conversations taking place, it is
       important to identify what to monitor. With 1000’s of new outlets appearing online, it is increasingly
       overwhelming to monitor and evaluate them all. But, managing and defining the process offers some relief. Get
       started with a small subset of blogs and social media sites that are important to the company and/or industry
       and use them to move forward and grow your online universe. As new online outlets are discovered in the
       company’s industry, determine the impact on the business and therefore, the priority in your strategy.

         In addition to determining which sites to monitor, you need to keep in mind what areas to monitor. Aside from
         your own company there are three key areas you should be tracking—competition, industry and messages. This
         will not only help you see how your company is viewed but also provide the context and comparison you need
         to understand your industry as a whole. You will be able to see which messages are resonating and how you
         are viewed amongst the landscape.

    3) Gauge Impact- Not all online conversations will impact the company and not every mention of your
       company or brand will require the same attention. While a discussion on the latest product upgrade is worth
       following, others may focus on areas of the company which will not impact perception.

         In addition to the value of the actual conversation, noting the impacted audience will also help drive your
         strategy. Most social media sites offer you a gauge of the affected audience. For example, with Twitter you are
         able to see how many followers will see a tweet and Facebook allows you to see how many members are
         within the group to view the discussion.

         While knowing what conversations are taking place and using the valuable insight gained through monitoring
         them within the company is important, being able to set up a strategy based on impact will help you define the
         priority to the company.



3
Vocus Whitepaper
Monitoring the Social Media Conversation: From Twitter to Facebook




    4) Integrated Media Monitoring- Neither traditional nor social media monitoring alone will give you a solid
       perspective of the entire company. You need to integrate both mediums within your monitoring to get a
       complete picture of your company’s presence.

         Both mediums offer different avenues for promoting the company and influencing perception. By using the two
         to complement each other, you are able to make your message go even further. With traditional media as a
         base, you are able to advance your strategy and further develop your message within the online world.

As a 24/7 source of information, understanding the information within social media and knowing what is important to
the company is increasingly important. Sifting through postings can sometimes lead to more questions than answers
without clearly defined values and an understanding of what is most important for your organization.

Evaluating Impact and Value
As with anything, value is determined by the goals of the
company. While it is important to generate online buzz, the
quality of the postings and impact on the company is still
the ultimate judge. Comments and discussions must be
evaluated for both tone and prominence. As we know, the
amount of positive and negative tone and prominence of
coverage makes all the difference. Companies need to not
only track where and how often their brand is discussed but
assign a value based on the importance of the outlet to the
organization and determine if the conversations are
positive, negative or neutral to get an accurate read for the
company. Whether using technology to identify and
evaluate articles based on set criteria or having individuals
sift through the articles to determine their value, it is
important to take tone and prominence into consideration
when evaluating its ultimate impact.

While today’s leading PR management solutions enable PR professionals to monitor news for the current landscape, the
more advanced tools offer an integrated media monitoring solution. Vocus, for example, has an open architecture that
allows you to monitor all of your news from Vocus, plus social media channels like Twitter and other 3rd party sources
such as Google, to get a comprehensive view of the media landscape in one place.

These systems also allow PR professionals to easily produce customized, automated reports complete with charts and
graphs that dissect news and social media coverage to create a complete picture of an organization’s reputation and,
consequently, determine a strategy for an integrated media campaign.

Conclusion
Many companies are still trying to determine the business value of social media and an understanding about how 140
characters can influence their brand.

Today’s technology offers PR professionals a variety of options for effectively monitoring the social media landscape:

    •    Searching Individual Sites—Searching key social media sites, such as Twitter, Facebook and Linkedin
         directly will help you get started. Some sites allow you to create and save a search that you can easily run
         throughout the day. This is the most time consuming of the options but it will serve as an entry point to better
         understanding your online reputation.

4
Vocus Whitepaper
Monitoring the Social Media Conversation: From Twitter to Facebook




    •    Free Online Tools and Applications—There are numerous free applications to help sort and monitor
         social media that will help you get started, including Tweetdeck and tweetbeep. These applications help you
         get a feel for the conversations taking place and will keep you updated on the latest discussions.
    •    PR Monitoring and Management Systems—PR monitoring and management solutions monitor and
         analyze multiple social media sites at one time to help track your online reputation. For example, using Vocus
         you are able to bring together mentions from the various social media sites within the application to simplify the
         monitoring process and get a full view of your online reputation on social media sites. These also allow you to
         produce customized reports complete with to analyze your online reputation.

With social media continuing to draw in your current and potential customers, the opportunity to legitimately add value
to your organization is very real. Monitoring social media coverage helps you to connect with the online community that
can influence your company's reputation. PR professionals are able to use the information they find to uncover
opportunities, increase customer loyalty and establish their brand online.

The most important thing with social media monitoring is to get started because the conversations are already
happening.

About Vocus
Founded in 1992 by two entrepreneurs and best friends, Vocus (NASDAQ: VOCS) has grown into one of the world’s
largest and fastest growing public software companies. More than 30,000 organizations around the world, ranging
from Fortune 500 companies to one-person start-ups, use Vocus products and services to generate publicity and grow
their businesses. Vocus software was awarded the prestigious SIIA’s CODiE for “Best Business Productivity Software”
and has been featured in The Wall Street Journal and Fortune. We deliver our solutions over the Internet using a secure
and scalable platform that allows our customers to eliminate expensive up-front hardware and software.




5

Weitere ähnliche Inhalte

Was ist angesagt?

Social media in future
Social media in futureSocial media in future
Social media in futureDaniel Oskooei
 
SOCIAL MEDIA AS A TOOL OF MARKETING
SOCIAL MEDIA AS A TOOL OF MARKETINGSOCIAL MEDIA AS A TOOL OF MARKETING
SOCIAL MEDIA AS A TOOL OF MARKETINGvikramkr3116
 
B2B Marketing: 5 Outstanding Ways to Leverage Social Media in a B2B Setting b...
B2B Marketing: 5 Outstanding Ways to Leverage Social Media in a B2B Setting b...B2B Marketing: 5 Outstanding Ways to Leverage Social Media in a B2B Setting b...
B2B Marketing: 5 Outstanding Ways to Leverage Social Media in a B2B Setting b...Julie Bevacqua
 
New Media for Seasoned Professionals
New Media for Seasoned ProfessionalsNew Media for Seasoned Professionals
New Media for Seasoned ProfessionalsNeville Hobson
 
How To Use Texting To Drive More E-Commerce Conversions
How To Use Texting To Drive More E-Commerce ConversionsHow To Use Texting To Drive More E-Commerce Conversions
How To Use Texting To Drive More E-Commerce ConversionsPayKickstart
 
Academic Essay
Academic EssayAcademic Essay
Academic EssayErin Franc
 
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”Tamanna Satsangi
 
Social media marketing project
Social media marketing  projectSocial media marketing  project
Social media marketing projectniraj joshi
 
Whitepaper Medialandscape
Whitepaper MedialandscapeWhitepaper Medialandscape
Whitepaper MedialandscapeRalph Paglia
 
Social Media Marketing Final Project
Social Media Marketing Final ProjectSocial Media Marketing Final Project
Social Media Marketing Final ProjectHaelim Chae
 
Generating Leads Through Social Networking For Slide Share
Generating Leads Through Social Networking For Slide ShareGenerating Leads Through Social Networking For Slide Share
Generating Leads Through Social Networking For Slide Sharemichaelbwatson
 
Social Media Introduction
Social Media IntroductionSocial Media Introduction
Social Media IntroductionRobin Low
 
Social Media Marketing Final Project
Social Media Marketing Final ProjectSocial Media Marketing Final Project
Social Media Marketing Final ProjectEthan Callahan
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media MarketingRalph Paglia
 
Social and Cloud Marketing Impact on Businesses
Social and Cloud Marketing Impact on BusinessesSocial and Cloud Marketing Impact on Businesses
Social and Cloud Marketing Impact on BusinessesSaumya Verma
 
social media marketing tools and it impact on youth
social media marketing tools and it impact on youth social media marketing tools and it impact on youth
social media marketing tools and it impact on youth Swati Sharma
 
Social Media Marketing 2014
Social Media Marketing 2014Social Media Marketing 2014
Social Media Marketing 2014Sushant Shukla
 

Was ist angesagt? (19)

Timo Elliott
Timo ElliottTimo Elliott
Timo Elliott
 
Social media in future
Social media in futureSocial media in future
Social media in future
 
SOCIAL MEDIA AS A TOOL OF MARKETING
SOCIAL MEDIA AS A TOOL OF MARKETINGSOCIAL MEDIA AS A TOOL OF MARKETING
SOCIAL MEDIA AS A TOOL OF MARKETING
 
B2B Marketing: 5 Outstanding Ways to Leverage Social Media in a B2B Setting b...
B2B Marketing: 5 Outstanding Ways to Leverage Social Media in a B2B Setting b...B2B Marketing: 5 Outstanding Ways to Leverage Social Media in a B2B Setting b...
B2B Marketing: 5 Outstanding Ways to Leverage Social Media in a B2B Setting b...
 
New Media for Seasoned Professionals
New Media for Seasoned ProfessionalsNew Media for Seasoned Professionals
New Media for Seasoned Professionals
 
How To Use Texting To Drive More E-Commerce Conversions
How To Use Texting To Drive More E-Commerce ConversionsHow To Use Texting To Drive More E-Commerce Conversions
How To Use Texting To Drive More E-Commerce Conversions
 
Academic Essay
Academic EssayAcademic Essay
Academic Essay
 
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
 
Social media marketing project
Social media marketing  projectSocial media marketing  project
Social media marketing project
 
Whitepaper Medialandscape
Whitepaper MedialandscapeWhitepaper Medialandscape
Whitepaper Medialandscape
 
Social Media Marketing Final Project
Social Media Marketing Final ProjectSocial Media Marketing Final Project
Social Media Marketing Final Project
 
Generating Leads Through Social Networking For Slide Share
Generating Leads Through Social Networking For Slide ShareGenerating Leads Through Social Networking For Slide Share
Generating Leads Through Social Networking For Slide Share
 
Social Media Introduction
Social Media IntroductionSocial Media Introduction
Social Media Introduction
 
Social Media Marketing Final Project
Social Media Marketing Final ProjectSocial Media Marketing Final Project
Social Media Marketing Final Project
 
Akash rm prj.
Akash rm prj.Akash rm prj.
Akash rm prj.
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
 
Social and Cloud Marketing Impact on Businesses
Social and Cloud Marketing Impact on BusinessesSocial and Cloud Marketing Impact on Businesses
Social and Cloud Marketing Impact on Businesses
 
social media marketing tools and it impact on youth
social media marketing tools and it impact on youth social media marketing tools and it impact on youth
social media marketing tools and it impact on youth
 
Social Media Marketing 2014
Social Media Marketing 2014Social Media Marketing 2014
Social Media Marketing 2014
 

Andere mochten auch

Social Media Search, Consideration And Consumption
Social Media Search, Consideration And ConsumptionSocial Media Search, Consideration And Consumption
Social Media Search, Consideration And ConsumptionRalph Paglia
 
Twitter as Social Media
Twitter as Social MediaTwitter as Social Media
Twitter as Social MediaRalph Paglia
 
Digital Dealer April2007 Ralph Paglia Cover Story 2
Digital Dealer April2007 Ralph Paglia Cover Story 2Digital Dealer April2007 Ralph Paglia Cover Story 2
Digital Dealer April2007 Ralph Paglia Cover Story 2Ralph Paglia
 
Google Research Informed Consumer
Google Research Informed ConsumerGoogle Research Informed Consumer
Google Research Informed ConsumerRalph Paglia
 
J. D. Power Automotive Internet Roundtable Conference Review Posted Online
J. D. Power Automotive Internet Roundtable Conference Review Posted OnlineJ. D. Power Automotive Internet Roundtable Conference Review Posted Online
J. D. Power Automotive Internet Roundtable Conference Review Posted OnlineRalph Paglia
 
Auto con2012 objective data performance plans
Auto con2012 objective data performance plansAuto con2012 objective data performance plans
Auto con2012 objective data performance plansRalph Paglia
 
2008 Powered Roi Report Final
2008 Powered Roi Report Final2008 Powered Roi Report Final
2008 Powered Roi Report FinalRalph Paglia
 

Andere mochten auch (7)

Social Media Search, Consideration And Consumption
Social Media Search, Consideration And ConsumptionSocial Media Search, Consideration And Consumption
Social Media Search, Consideration And Consumption
 
Twitter as Social Media
Twitter as Social MediaTwitter as Social Media
Twitter as Social Media
 
Digital Dealer April2007 Ralph Paglia Cover Story 2
Digital Dealer April2007 Ralph Paglia Cover Story 2Digital Dealer April2007 Ralph Paglia Cover Story 2
Digital Dealer April2007 Ralph Paglia Cover Story 2
 
Google Research Informed Consumer
Google Research Informed ConsumerGoogle Research Informed Consumer
Google Research Informed Consumer
 
J. D. Power Automotive Internet Roundtable Conference Review Posted Online
J. D. Power Automotive Internet Roundtable Conference Review Posted OnlineJ. D. Power Automotive Internet Roundtable Conference Review Posted Online
J. D. Power Automotive Internet Roundtable Conference Review Posted Online
 
Auto con2012 objective data performance plans
Auto con2012 objective data performance plansAuto con2012 objective data performance plans
Auto con2012 objective data performance plans
 
2008 Powered Roi Report Final
2008 Powered Roi Report Final2008 Powered Roi Report Final
2008 Powered Roi Report Final
 

Ähnlich wie Social Media Conversation

Analyzing socialmedia pr
Analyzing socialmedia prAnalyzing socialmedia pr
Analyzing socialmedia prAmanda Snyder
 
Analyzing socialmedia pr
Analyzing socialmedia prAnalyzing socialmedia pr
Analyzing socialmedia prAmanda Snyder
 
Incite social media-facts and figures worth sharing(110525)
Incite social media-facts and figures worth sharing(110525)Incite social media-facts and figures worth sharing(110525)
Incite social media-facts and figures worth sharing(110525)June Kim
 
Your Brand Sux - Turning Social Sentiment into Opportunity
Your Brand Sux - Turning Social Sentiment into OpportunityYour Brand Sux - Turning Social Sentiment into Opportunity
Your Brand Sux - Turning Social Sentiment into OpportunityMicrosoft India
 
THE BENEFITS OF SOCIAL MEDIA TO BUSINESSES
THE BENEFITS OF SOCIAL MEDIA TO BUSINESSESTHE BENEFITS OF SOCIAL MEDIA TO BUSINESSES
THE BENEFITS OF SOCIAL MEDIA TO BUSINESSESStuartJDavidson.com
 
Social media insights - What most companies & brands don't know
Social media insights - What most companies & brands don't knowSocial media insights - What most companies & brands don't know
Social media insights - What most companies & brands don't knowGeek4Green
 
How to Engage Employees in Social Media for Sales Results
How to Engage Employees in Social Media for Sales ResultsHow to Engage Employees in Social Media for Sales Results
How to Engage Employees in Social Media for Sales ResultsAlan See
 
Social Media Marketing Benefits.docx
Social Media Marketing Benefits.docxSocial Media Marketing Benefits.docx
Social Media Marketing Benefits.docxsweetAnaya
 
Influencer Marketing: Social Listening in Practice
Influencer Marketing: Social Listening in PracticeInfluencer Marketing: Social Listening in Practice
Influencer Marketing: Social Listening in PracticeBrandwatch
 
White Paper Social Media
White Paper Social MediaWhite Paper Social Media
White Paper Social MediaRalph Paglia
 
Spredfast 7 whiteboard sessions guide
Spredfast 7 whiteboard sessions guideSpredfast 7 whiteboard sessions guide
Spredfast 7 whiteboard sessions guideTuristicae
 
Evolving uses of social media
Evolving uses of social mediaEvolving uses of social media
Evolving uses of social mediaAppLeap Inc.
 
Social media whitepaper from d13 march 2001
Social media whitepaper from d13 march 2001Social media whitepaper from d13 march 2001
Social media whitepaper from d13 march 2001Carol Austin
 
Social Media Marketing is "Pull" Marketing
Social Media Marketing is "Pull" MarketingSocial Media Marketing is "Pull" Marketing
Social Media Marketing is "Pull" MarketingSusan Schauer John
 
FinancialServicesWhitePaper
FinancialServicesWhitePaperFinancialServicesWhitePaper
FinancialServicesWhitePaperRich Scott
 
Social media integration strategy
Social media integration strategySocial media integration strategy
Social media integration strategyRobin Low
 
Spredfast 7 whiteboard sessions guide
Spredfast 7 whiteboard sessions guideSpredfast 7 whiteboard sessions guide
Spredfast 7 whiteboard sessions guideAmanda Snyder
 
Demystify social media & business benefits 21 apr
Demystify social media & business benefits 21 aprDemystify social media & business benefits 21 apr
Demystify social media & business benefits 21 aprAdrian Teo
 

Ähnlich wie Social Media Conversation (20)

Analyzing socialmedia pr
Analyzing socialmedia prAnalyzing socialmedia pr
Analyzing socialmedia pr
 
Analyzing socialmedia pr
Analyzing socialmedia prAnalyzing socialmedia pr
Analyzing socialmedia pr
 
Connect with Social Media
Connect with Social MediaConnect with Social Media
Connect with Social Media
 
Incite social media-facts and figures worth sharing(110525)
Incite social media-facts and figures worth sharing(110525)Incite social media-facts and figures worth sharing(110525)
Incite social media-facts and figures worth sharing(110525)
 
Your Brand Sux - Turning Social Sentiment into Opportunity
Your Brand Sux - Turning Social Sentiment into OpportunityYour Brand Sux - Turning Social Sentiment into Opportunity
Your Brand Sux - Turning Social Sentiment into Opportunity
 
THE BENEFITS OF SOCIAL MEDIA TO BUSINESSES
THE BENEFITS OF SOCIAL MEDIA TO BUSINESSESTHE BENEFITS OF SOCIAL MEDIA TO BUSINESSES
THE BENEFITS OF SOCIAL MEDIA TO BUSINESSES
 
Social media insights - What most companies & brands don't know
Social media insights - What most companies & brands don't knowSocial media insights - What most companies & brands don't know
Social media insights - What most companies & brands don't know
 
Msm launch your marketing
Msm launch your marketingMsm launch your marketing
Msm launch your marketing
 
How to Engage Employees in Social Media for Sales Results
How to Engage Employees in Social Media for Sales ResultsHow to Engage Employees in Social Media for Sales Results
How to Engage Employees in Social Media for Sales Results
 
Social Media Marketing Benefits.docx
Social Media Marketing Benefits.docxSocial Media Marketing Benefits.docx
Social Media Marketing Benefits.docx
 
Influencer Marketing: Social Listening in Practice
Influencer Marketing: Social Listening in PracticeInfluencer Marketing: Social Listening in Practice
Influencer Marketing: Social Listening in Practice
 
White Paper Social Media
White Paper Social MediaWhite Paper Social Media
White Paper Social Media
 
Spredfast 7 whiteboard sessions guide
Spredfast 7 whiteboard sessions guideSpredfast 7 whiteboard sessions guide
Spredfast 7 whiteboard sessions guide
 
Evolving uses of social media
Evolving uses of social mediaEvolving uses of social media
Evolving uses of social media
 
Social media whitepaper from d13 march 2001
Social media whitepaper from d13 march 2001Social media whitepaper from d13 march 2001
Social media whitepaper from d13 march 2001
 
Social Media Marketing is "Pull" Marketing
Social Media Marketing is "Pull" MarketingSocial Media Marketing is "Pull" Marketing
Social Media Marketing is "Pull" Marketing
 
FinancialServicesWhitePaper
FinancialServicesWhitePaperFinancialServicesWhitePaper
FinancialServicesWhitePaper
 
Social media integration strategy
Social media integration strategySocial media integration strategy
Social media integration strategy
 
Spredfast 7 whiteboard sessions guide
Spredfast 7 whiteboard sessions guideSpredfast 7 whiteboard sessions guide
Spredfast 7 whiteboard sessions guide
 
Demystify social media & business benefits 21 apr
Demystify social media & business benefits 21 aprDemystify social media & business benefits 21 apr
Demystify social media & business benefits 21 apr
 

Mehr von Ralph Paglia

Adm consulting reputation management v5
Adm consulting reputation management v5Adm consulting reputation management v5
Adm consulting reputation management v5Ralph Paglia
 
Google Display Marketing Jargon Buster
Google Display Marketing Jargon BusterGoogle Display Marketing Jargon Buster
Google Display Marketing Jargon BusterRalph Paglia
 
Google Digital Media Advisor
Google Digital Media AdvisorGoogle Digital Media Advisor
Google Digital Media AdvisorRalph Paglia
 
Google Digital Marketing Jargon Buster
Google Digital Marketing Jargon BusterGoogle Digital Marketing Jargon Buster
Google Digital Marketing Jargon BusterRalph Paglia
 
Google Digital Marketing Crossword Puzzle
Google Digital Marketing Crossword PuzzleGoogle Digital Marketing Crossword Puzzle
Google Digital Marketing Crossword PuzzleRalph Paglia
 
Google: Building Mobile Sites | Best Practices
Google: Building Mobile Sites | Best PracticesGoogle: Building Mobile Sites | Best Practices
Google: Building Mobile Sites | Best PracticesRalph Paglia
 
Google ad words experience guide
Google ad words experience guideGoogle ad words experience guide
Google ad words experience guideRalph Paglia
 
Google adwords ad extensions
Google adwords ad extensionsGoogle adwords ad extensions
Google adwords ad extensionsRalph Paglia
 
Genuine google seo checklist top secret
Genuine google seo checklist top secretGenuine google seo checklist top secret
Genuine google seo checklist top secretRalph Paglia
 
Digital growth checklist infographic
Digital growth checklist infographicDigital growth checklist infographic
Digital growth checklist infographicRalph Paglia
 
Digital and physical touchpoints in the automotive industry
Digital and physical touchpoints in the automotive industryDigital and physical touchpoints in the automotive industry
Digital and physical touchpoints in the automotive industryRalph Paglia
 
42 rules of social media
42 rules of social media42 rules of social media
42 rules of social mediaRalph Paglia
 
10 key true car changes made from january to april 2012
10 key true car changes made from january to april 201210 key true car changes made from january to april 2012
10 key true car changes made from january to april 2012Ralph Paglia
 
Google dealer guidebook best practices complete
Google dealer guidebook best practices completeGoogle dealer guidebook best practices complete
Google dealer guidebook best practices completeRalph Paglia
 
Triumph digital media presentation
Triumph digital media presentationTriumph digital media presentation
Triumph digital media presentationRalph Paglia
 
Toyota kc region dealer summit presentation
Toyota kc region dealer summit presentationToyota kc region dealer summit presentation
Toyota kc region dealer summit presentationRalph Paglia
 
Top 150 dealer groups
Top 150 dealer groupsTop 150 dealer groups
Top 150 dealer groupsRalph Paglia
 
Tips modular strategy for digital marketing
Tips modular strategy for digital marketingTips modular strategy for digital marketing
Tips modular strategy for digital marketingRalph Paglia
 
The mercedes benz x-class concept pickup truck is here
The mercedes benz x-class concept pickup truck is hereThe mercedes benz x-class concept pickup truck is here
The mercedes benz x-class concept pickup truck is hereRalph Paglia
 
Seo in a mobile first era markteters edition
Seo in a mobile first era markteters editionSeo in a mobile first era markteters edition
Seo in a mobile first era markteters editionRalph Paglia
 

Mehr von Ralph Paglia (20)

Adm consulting reputation management v5
Adm consulting reputation management v5Adm consulting reputation management v5
Adm consulting reputation management v5
 
Google Display Marketing Jargon Buster
Google Display Marketing Jargon BusterGoogle Display Marketing Jargon Buster
Google Display Marketing Jargon Buster
 
Google Digital Media Advisor
Google Digital Media AdvisorGoogle Digital Media Advisor
Google Digital Media Advisor
 
Google Digital Marketing Jargon Buster
Google Digital Marketing Jargon BusterGoogle Digital Marketing Jargon Buster
Google Digital Marketing Jargon Buster
 
Google Digital Marketing Crossword Puzzle
Google Digital Marketing Crossword PuzzleGoogle Digital Marketing Crossword Puzzle
Google Digital Marketing Crossword Puzzle
 
Google: Building Mobile Sites | Best Practices
Google: Building Mobile Sites | Best PracticesGoogle: Building Mobile Sites | Best Practices
Google: Building Mobile Sites | Best Practices
 
Google ad words experience guide
Google ad words experience guideGoogle ad words experience guide
Google ad words experience guide
 
Google adwords ad extensions
Google adwords ad extensionsGoogle adwords ad extensions
Google adwords ad extensions
 
Genuine google seo checklist top secret
Genuine google seo checklist top secretGenuine google seo checklist top secret
Genuine google seo checklist top secret
 
Digital growth checklist infographic
Digital growth checklist infographicDigital growth checklist infographic
Digital growth checklist infographic
 
Digital and physical touchpoints in the automotive industry
Digital and physical touchpoints in the automotive industryDigital and physical touchpoints in the automotive industry
Digital and physical touchpoints in the automotive industry
 
42 rules of social media
42 rules of social media42 rules of social media
42 rules of social media
 
10 key true car changes made from january to april 2012
10 key true car changes made from january to april 201210 key true car changes made from january to april 2012
10 key true car changes made from january to april 2012
 
Google dealer guidebook best practices complete
Google dealer guidebook best practices completeGoogle dealer guidebook best practices complete
Google dealer guidebook best practices complete
 
Triumph digital media presentation
Triumph digital media presentationTriumph digital media presentation
Triumph digital media presentation
 
Toyota kc region dealer summit presentation
Toyota kc region dealer summit presentationToyota kc region dealer summit presentation
Toyota kc region dealer summit presentation
 
Top 150 dealer groups
Top 150 dealer groupsTop 150 dealer groups
Top 150 dealer groups
 
Tips modular strategy for digital marketing
Tips modular strategy for digital marketingTips modular strategy for digital marketing
Tips modular strategy for digital marketing
 
The mercedes benz x-class concept pickup truck is here
The mercedes benz x-class concept pickup truck is hereThe mercedes benz x-class concept pickup truck is here
The mercedes benz x-class concept pickup truck is here
 
Seo in a mobile first era markteters edition
Seo in a mobile first era markteters editionSeo in a mobile first era markteters edition
Seo in a mobile first era markteters edition
 

Kürzlich hochgeladen

Transportation Electrification Funding Strategy by Jeff Allen and Brandt Hert...
Transportation Electrification Funding Strategy by Jeff Allen and Brandt Hert...Transportation Electrification Funding Strategy by Jeff Allen and Brandt Hert...
Transportation Electrification Funding Strategy by Jeff Allen and Brandt Hert...Forth
 
Centering Equity Panel by Samantha Bingham
Centering Equity Panel by Samantha BinghamCentering Equity Panel by Samantha Bingham
Centering Equity Panel by Samantha BinghamForth
 
办理阿德莱德大学毕业证Adelaide毕业证留信学历认证
办理阿德莱德大学毕业证Adelaide毕业证留信学历认证办理阿德莱德大学毕业证Adelaide毕业证留信学历认证
办理阿德莱德大学毕业证Adelaide毕业证留信学历认证jdkhjh
 
办理阳光海岸大学毕业证成绩单原版一比一
办理阳光海岸大学毕业证成绩单原版一比一办理阳光海岸大学毕业证成绩单原版一比一
办理阳光海岸大学毕业证成绩单原版一比一F La
 
EPA Funding Opportunities for Equitable Electric Transportation by Mike Moltzen
EPA Funding Opportunities for Equitable Electric Transportationby Mike MoltzenEPA Funding Opportunities for Equitable Electric Transportationby Mike Moltzen
EPA Funding Opportunities for Equitable Electric Transportation by Mike MoltzenForth
 
原版1:1定制(IC大学毕业证)帝国理工学院大学毕业证国外文凭复刻成绩单#电子版制作#留信入库#多年经营绝对保证质量
原版1:1定制(IC大学毕业证)帝国理工学院大学毕业证国外文凭复刻成绩单#电子版制作#留信入库#多年经营绝对保证质量原版1:1定制(IC大学毕业证)帝国理工学院大学毕业证国外文凭复刻成绩单#电子版制作#留信入库#多年经营绝对保证质量
原版1:1定制(IC大学毕业证)帝国理工学院大学毕业证国外文凭复刻成绩单#电子版制作#留信入库#多年经营绝对保证质量208367051
 
Electric Nation Upper Midwest Inter-Tribal Electric Vehicle (EV) Charging Com...
Electric Nation Upper Midwest Inter-Tribal Electric Vehicle (EV) Charging Com...Electric Nation Upper Midwest Inter-Tribal Electric Vehicle (EV) Charging Com...
Electric Nation Upper Midwest Inter-Tribal Electric Vehicle (EV) Charging Com...Forth
 
办理科廷科技大学毕业证Curtin毕业证留信学历认证
办理科廷科技大学毕业证Curtin毕业证留信学历认证办理科廷科技大学毕业证Curtin毕业证留信学历认证
办理科廷科技大学毕业证Curtin毕业证留信学历认证jdkhjh
 
Equity & Freight Electrification by Jose Miguel Acosta Cordova
Equity & Freight Electrification by Jose Miguel Acosta CordovaEquity & Freight Electrification by Jose Miguel Acosta Cordova
Equity & Freight Electrification by Jose Miguel Acosta CordovaForth
 
Can't Roll Up Your Audi A4 Power Window Let's Uncover the Issue!
Can't Roll Up Your Audi A4 Power Window Let's Uncover the Issue!Can't Roll Up Your Audi A4 Power Window Let's Uncover the Issue!
Can't Roll Up Your Audi A4 Power Window Let's Uncover the Issue!Mint Automotive
 
英国Bradford学位证,布拉德福德大学毕业证书1:1制作
英国Bradford学位证,布拉德福德大学毕业证书1:1制作英国Bradford学位证,布拉德福德大学毕业证书1:1制作
英国Bradford学位证,布拉德福德大学毕业证书1:1制作yjvk25x9
 
办理萨省大学毕业证成绩单|购买加拿大USASK文凭证书
办理萨省大学毕业证成绩单|购买加拿大USASK文凭证书办理萨省大学毕业证成绩单|购买加拿大USASK文凭证书
办理萨省大学毕业证成绩单|购买加拿大USASK文凭证书zdzoqco
 
原版1:1定制中央昆士兰大学毕业证(CQU毕业证)#文凭成绩单#真实留信学历认证永久存档
原版1:1定制中央昆士兰大学毕业证(CQU毕业证)#文凭成绩单#真实留信学历认证永久存档原版1:1定制中央昆士兰大学毕业证(CQU毕业证)#文凭成绩单#真实留信学历认证永久存档
原版1:1定制中央昆士兰大学毕业证(CQU毕业证)#文凭成绩单#真实留信学历认证永久存档208367051
 
办理(PITT毕业证书)美国匹兹堡大学毕业证成绩单原版一比一
办理(PITT毕业证书)美国匹兹堡大学毕业证成绩单原版一比一办理(PITT毕业证书)美国匹兹堡大学毕业证成绩单原版一比一
办理(PITT毕业证书)美国匹兹堡大学毕业证成绩单原版一比一F La
 
原版1:1定制阳光海岸大学毕业证(JCU毕业证)#文凭成绩单#真实留信学历认证永久存档
原版1:1定制阳光海岸大学毕业证(JCU毕业证)#文凭成绩单#真实留信学历认证永久存档原版1:1定制阳光海岸大学毕业证(JCU毕业证)#文凭成绩单#真实留信学历认证永久存档
原版1:1定制阳光海岸大学毕业证(JCU毕业证)#文凭成绩单#真实留信学历认证永久存档208367051
 
Dubai Call Girls Services Call 09900000000
Dubai Call Girls Services Call 09900000000Dubai Call Girls Services Call 09900000000
Dubai Call Girls Services Call 09900000000Komal Khan
 
Pros and cons of buying used fleet vehicles.pptx
Pros and cons of buying used fleet vehicles.pptxPros and cons of buying used fleet vehicles.pptx
Pros and cons of buying used fleet vehicles.pptxjennifermiller8137
 
原版工艺美国普林斯顿大学毕业证Princeton毕业证成绩单修改留信学历认证
原版工艺美国普林斯顿大学毕业证Princeton毕业证成绩单修改留信学历认证原版工艺美国普林斯顿大学毕业证Princeton毕业证成绩单修改留信学历认证
原版工艺美国普林斯顿大学毕业证Princeton毕业证成绩单修改留信学历认证jjrehjwj11gg
 
原版1:1定制宾州州立大学毕业证(PSU毕业证)#文凭成绩单#真实留信学历认证永久存档
原版1:1定制宾州州立大学毕业证(PSU毕业证)#文凭成绩单#真实留信学历认证永久存档原版1:1定制宾州州立大学毕业证(PSU毕业证)#文凭成绩单#真实留信学历认证永久存档
原版1:1定制宾州州立大学毕业证(PSU毕业证)#文凭成绩单#真实留信学历认证永久存档208367051
 

Kürzlich hochgeladen (20)

Transportation Electrification Funding Strategy by Jeff Allen and Brandt Hert...
Transportation Electrification Funding Strategy by Jeff Allen and Brandt Hert...Transportation Electrification Funding Strategy by Jeff Allen and Brandt Hert...
Transportation Electrification Funding Strategy by Jeff Allen and Brandt Hert...
 
Centering Equity Panel by Samantha Bingham
Centering Equity Panel by Samantha BinghamCentering Equity Panel by Samantha Bingham
Centering Equity Panel by Samantha Bingham
 
办理阿德莱德大学毕业证Adelaide毕业证留信学历认证
办理阿德莱德大学毕业证Adelaide毕业证留信学历认证办理阿德莱德大学毕业证Adelaide毕业证留信学历认证
办理阿德莱德大学毕业证Adelaide毕业证留信学历认证
 
办理阳光海岸大学毕业证成绩单原版一比一
办理阳光海岸大学毕业证成绩单原版一比一办理阳光海岸大学毕业证成绩单原版一比一
办理阳光海岸大学毕业证成绩单原版一比一
 
EPA Funding Opportunities for Equitable Electric Transportation by Mike Moltzen
EPA Funding Opportunities for Equitable Electric Transportationby Mike MoltzenEPA Funding Opportunities for Equitable Electric Transportationby Mike Moltzen
EPA Funding Opportunities for Equitable Electric Transportation by Mike Moltzen
 
原版1:1定制(IC大学毕业证)帝国理工学院大学毕业证国外文凭复刻成绩单#电子版制作#留信入库#多年经营绝对保证质量
原版1:1定制(IC大学毕业证)帝国理工学院大学毕业证国外文凭复刻成绩单#电子版制作#留信入库#多年经营绝对保证质量原版1:1定制(IC大学毕业证)帝国理工学院大学毕业证国外文凭复刻成绩单#电子版制作#留信入库#多年经营绝对保证质量
原版1:1定制(IC大学毕业证)帝国理工学院大学毕业证国外文凭复刻成绩单#电子版制作#留信入库#多年经营绝对保证质量
 
Electric Nation Upper Midwest Inter-Tribal Electric Vehicle (EV) Charging Com...
Electric Nation Upper Midwest Inter-Tribal Electric Vehicle (EV) Charging Com...Electric Nation Upper Midwest Inter-Tribal Electric Vehicle (EV) Charging Com...
Electric Nation Upper Midwest Inter-Tribal Electric Vehicle (EV) Charging Com...
 
办理科廷科技大学毕业证Curtin毕业证留信学历认证
办理科廷科技大学毕业证Curtin毕业证留信学历认证办理科廷科技大学毕业证Curtin毕业证留信学历认证
办理科廷科技大学毕业证Curtin毕业证留信学历认证
 
Equity & Freight Electrification by Jose Miguel Acosta Cordova
Equity & Freight Electrification by Jose Miguel Acosta CordovaEquity & Freight Electrification by Jose Miguel Acosta Cordova
Equity & Freight Electrification by Jose Miguel Acosta Cordova
 
Can't Roll Up Your Audi A4 Power Window Let's Uncover the Issue!
Can't Roll Up Your Audi A4 Power Window Let's Uncover the Issue!Can't Roll Up Your Audi A4 Power Window Let's Uncover the Issue!
Can't Roll Up Your Audi A4 Power Window Let's Uncover the Issue!
 
英国Bradford学位证,布拉德福德大学毕业证书1:1制作
英国Bradford学位证,布拉德福德大学毕业证书1:1制作英国Bradford学位证,布拉德福德大学毕业证书1:1制作
英国Bradford学位证,布拉德福德大学毕业证书1:1制作
 
办理萨省大学毕业证成绩单|购买加拿大USASK文凭证书
办理萨省大学毕业证成绩单|购买加拿大USASK文凭证书办理萨省大学毕业证成绩单|购买加拿大USASK文凭证书
办理萨省大学毕业证成绩单|购买加拿大USASK文凭证书
 
原版1:1定制中央昆士兰大学毕业证(CQU毕业证)#文凭成绩单#真实留信学历认证永久存档
原版1:1定制中央昆士兰大学毕业证(CQU毕业证)#文凭成绩单#真实留信学历认证永久存档原版1:1定制中央昆士兰大学毕业证(CQU毕业证)#文凭成绩单#真实留信学历认证永久存档
原版1:1定制中央昆士兰大学毕业证(CQU毕业证)#文凭成绩单#真实留信学历认证永久存档
 
办理(PITT毕业证书)美国匹兹堡大学毕业证成绩单原版一比一
办理(PITT毕业证书)美国匹兹堡大学毕业证成绩单原版一比一办理(PITT毕业证书)美国匹兹堡大学毕业证成绩单原版一比一
办理(PITT毕业证书)美国匹兹堡大学毕业证成绩单原版一比一
 
原版1:1定制阳光海岸大学毕业证(JCU毕业证)#文凭成绩单#真实留信学历认证永久存档
原版1:1定制阳光海岸大学毕业证(JCU毕业证)#文凭成绩单#真实留信学历认证永久存档原版1:1定制阳光海岸大学毕业证(JCU毕业证)#文凭成绩单#真实留信学历认证永久存档
原版1:1定制阳光海岸大学毕业证(JCU毕业证)#文凭成绩单#真实留信学历认证永久存档
 
Dubai Call Girls Services Call 09900000000
Dubai Call Girls Services Call 09900000000Dubai Call Girls Services Call 09900000000
Dubai Call Girls Services Call 09900000000
 
Pros and cons of buying used fleet vehicles.pptx
Pros and cons of buying used fleet vehicles.pptxPros and cons of buying used fleet vehicles.pptx
Pros and cons of buying used fleet vehicles.pptx
 
原版工艺美国普林斯顿大学毕业证Princeton毕业证成绩单修改留信学历认证
原版工艺美国普林斯顿大学毕业证Princeton毕业证成绩单修改留信学历认证原版工艺美国普林斯顿大学毕业证Princeton毕业证成绩单修改留信学历认证
原版工艺美国普林斯顿大学毕业证Princeton毕业证成绩单修改留信学历认证
 
原版1:1定制宾州州立大学毕业证(PSU毕业证)#文凭成绩单#真实留信学历认证永久存档
原版1:1定制宾州州立大学毕业证(PSU毕业证)#文凭成绩单#真实留信学历认证永久存档原版1:1定制宾州州立大学毕业证(PSU毕业证)#文凭成绩单#真实留信学历认证永久存档
原版1:1定制宾州州立大学毕业证(PSU毕业证)#文凭成绩单#真实留信学历认证永久存档
 
Hot Sexy call girls in Pira Garhi🔝 9953056974 🔝 escort Service
Hot Sexy call girls in Pira Garhi🔝 9953056974 🔝 escort ServiceHot Sexy call girls in Pira Garhi🔝 9953056974 🔝 escort Service
Hot Sexy call girls in Pira Garhi🔝 9953056974 🔝 escort Service
 

Social Media Conversation

  • 1. Vocus Whitepaper Monitoring the Social Media Conversation: From Twitter to Facebook Monitoring the Social Media Conversation: From Twitter to Facebook
  • 2. Vocus Whitepaper Monitoring the Social Media Conversation: From Twitter to Facebook Monitoring the Social Media Conversation: From Twitter to Facebook The prevalence of social media has not just grown but exploded. Millions of conversations are taking place online. Company reputations are being made or harmed hourly… and all in 140 characters. Are you trying to find value hidden in the millions of Twitter and Facebook conversations taking place every day? While the microblogging and social media network may have started as a way to stay connected with friends, its ability to connect you with the public is proving invaluable for PR professionals. The social media buzz continues to grow as people see the legitimate business impact of the medium. Do you want to know what people think of your brand? Want to join in the conversations? Learn from industry leaders and provide valuable information to your peers? Organizations can no longer afford to ignore Twitter and Facebook, chalking them up to the latest fad. In today’s world, whether or not you are aware of or join in the social media conversations, they will still take place. As a public relations professional, you need to be prepared to monitor and analyze your organization’s online reputation in the social media landscape. While social media has opened organizations up to public criticism it has, more importantly, also created a direct line between your customer and prospect base. Carefully monitoring headlines and reading industry articles has always been an integral part of everyday public relations activities. Today, by integrating traditional and social media monitoring, the value to the company is much greater. This whitepaper will offer tips and techniques to both monitor and analyze the social media conversation to get a clear understanding of your online corporate reputation, interact directly with your customers and uncover potential sales opportunities for your company. Understanding your Online Corporate Reputation With media moving online, PR professionals need to not only monitor what traditional journalists have to say but also what online journalists, bloggers and customers are saying. While PR professionals are beginning to understand the impact of their online corporate identity, they are also beginning to see its power. Suddenly, monitoring news can not only be used to gain perspective but also to help create that image and uncover potential business opportunities. According to the Institute of Public Relation’s recent study, “An Analysis of the Increasing Impact of Social and Other New Media on Public Relations Practice,” the new medium is impacting the profession: • 88% of respondents believe blogs and social media have made communications more instantaneous because they encourage organizations to respond more quickly to criticism. • 73% of respondents believed the emergence of blogs and social media had changed the way their organizations (or their client organizations) communicate. • More than 90% of respondents encourage the use of research to measure how blogs and social media are impacting their organizations, but only about one-third (39%) say their companies actually are conducting this measurement. 1
  • 3. Vocus Whitepaper Monitoring the Social Media Conversation: From Twitter to Facebook As companies put solid social media monitoring strategies in place, they will find the information necessary to help define their online corporate brand identity and to develop a strategy to ensure these new platforms are helping them strengthen their image and communicate with their customers. Ignoring it Won’t Make it Go Away The most important thing to understand about Twitter, Ning, LinkedIn, Facebook and other social media networks is that the conversations are taking place with or without your participation. As a PR professional, you can’t miss the opportunity to keep your organization’s voice in the discussion. With company perceptions flooding the Internet, it is now possible to get insight into all aspects of an organization through monitoring both online and offline media. Reputation management has grown in importance as one single post or comment has gained the ability to either boost or collapse company perception. The Internet has also made it possible to not only track your own reputation but also that of your competition. The rise in consumer-generated media in blogs and other social media forums has added insight into customer service problems and other corporate perception issues. With frustrated consumers turning to Twitter and Facebook to share their bad customer experiences, companies are watching their online reputation change rapidly. Through monitoring, savvy companies have been able to use the information on these sites and turn around perceptions just as quickly. Comcast, for example, has found a way to not only to get in front of the customer complaints to change their opinions, but also help out the customers in the process. With dedicated Twitters that monitor and respond to customer issues, the organization has been able to stay one step ahead of the Twitterverse and balance any negative tweets with positive outcomes. By responding, they have established a presence in social media that allows them to control the company’s perceived value to its customers. With so many social media networks, blogs and communities swirling around the Internet, PR professionals are challenged to identify a jumping off point and to find the time. Many organizations are overwhelmed trying to track social media, not knowing where to begin or how to get started. Uncovering Opportunities As with traditional media monitoring, many key areas need to be taken into consideration to develop a sound strategy to utilize the information PR professionals are able to gather. It is important to establish an understanding of the landscape itself to see what information will be most influential to the company’s future direction. • Competitive Analysis- Monitoring both your company and the competition will help create a fair evaluation of where the organization falls within the industry. As important as what the public says about your own company is what they reveal about your competition. Monitoring the information shared by both your competitors and their customers can help you gain a better understanding of their product’s advantages and disadvantages. That knowledge can not only help strengthen your own business strategy but also provide insight into your customers’ needs. • Industry Experts- Monitoring the industry as a whole can accomplish two goals: to see how the industry is shifting and what trends are emerging. With industry leaders establishing an online presence, you now have the opportunity to communicate with the experts and gain a better understanding of emerging trends. Additionally, you are able to see the upcoming turns and changes as they happen. • Message and Reach- Traditionally, news coverage was monitored to see the number of clips and impressions for companies. In today’s world, it is not just about the clips themselves, but the message that resonates. Social media and online publications, allow key messages to reach even further and to permeate throughout the industry. Monitoring messages about your company will allow the organization to qualitatively evaluate its online perception. 2
  • 4. Vocus Whitepaper Monitoring the Social Media Conversation: From Twitter to Facebook • Foster Relationships with Current and Potential Customers- By monitoring social media, you can leverage your direct connection to the public and your potential customers. While monitoring and addressing the concerns of current customers is extremely important, so is uncovering opportunities to secure new customers. By tracking industry, competitor and other key terms, you can identify people looking for information on your products as well as general information on your industry and competition. Approaching these situations very carefully, can lead to new business opportunities for the company as well as raise your public perception. How to Begin 1) Establish Guidelines- Controlling the messages, responses and interaction of your brand is a big job. Social media has turned everyone associated with your brand into a potential company representative. Whether you are a large or small company, the nature of social media requires specific guidelines for conduct. Through careful monitoring, you are able to track the internal and external messages flowing through the Internet and ensure the guidelines are being followed. While many employees are tempted to participate in conversations, monitoring helps you control the message that is being sent. While 99% of the participation is likely harmless, in some cases, it may impact company brand and reputation. Knowing what is said and by whom will help you identify any potential internal risks to your online reputation as well as identify potential organizational issues. By offering an internal social media code of conduct, you can provide employees with messages that will help them serve to further your initiatives and steer the online conversations favorably. 2) Identify What to Monitor- With so many social media sites emerging and conversations taking place, it is important to identify what to monitor. With 1000’s of new outlets appearing online, it is increasingly overwhelming to monitor and evaluate them all. But, managing and defining the process offers some relief. Get started with a small subset of blogs and social media sites that are important to the company and/or industry and use them to move forward and grow your online universe. As new online outlets are discovered in the company’s industry, determine the impact on the business and therefore, the priority in your strategy. In addition to determining which sites to monitor, you need to keep in mind what areas to monitor. Aside from your own company there are three key areas you should be tracking—competition, industry and messages. This will not only help you see how your company is viewed but also provide the context and comparison you need to understand your industry as a whole. You will be able to see which messages are resonating and how you are viewed amongst the landscape. 3) Gauge Impact- Not all online conversations will impact the company and not every mention of your company or brand will require the same attention. While a discussion on the latest product upgrade is worth following, others may focus on areas of the company which will not impact perception. In addition to the value of the actual conversation, noting the impacted audience will also help drive your strategy. Most social media sites offer you a gauge of the affected audience. For example, with Twitter you are able to see how many followers will see a tweet and Facebook allows you to see how many members are within the group to view the discussion. While knowing what conversations are taking place and using the valuable insight gained through monitoring them within the company is important, being able to set up a strategy based on impact will help you define the priority to the company. 3
  • 5. Vocus Whitepaper Monitoring the Social Media Conversation: From Twitter to Facebook 4) Integrated Media Monitoring- Neither traditional nor social media monitoring alone will give you a solid perspective of the entire company. You need to integrate both mediums within your monitoring to get a complete picture of your company’s presence. Both mediums offer different avenues for promoting the company and influencing perception. By using the two to complement each other, you are able to make your message go even further. With traditional media as a base, you are able to advance your strategy and further develop your message within the online world. As a 24/7 source of information, understanding the information within social media and knowing what is important to the company is increasingly important. Sifting through postings can sometimes lead to more questions than answers without clearly defined values and an understanding of what is most important for your organization. Evaluating Impact and Value As with anything, value is determined by the goals of the company. While it is important to generate online buzz, the quality of the postings and impact on the company is still the ultimate judge. Comments and discussions must be evaluated for both tone and prominence. As we know, the amount of positive and negative tone and prominence of coverage makes all the difference. Companies need to not only track where and how often their brand is discussed but assign a value based on the importance of the outlet to the organization and determine if the conversations are positive, negative or neutral to get an accurate read for the company. Whether using technology to identify and evaluate articles based on set criteria or having individuals sift through the articles to determine their value, it is important to take tone and prominence into consideration when evaluating its ultimate impact. While today’s leading PR management solutions enable PR professionals to monitor news for the current landscape, the more advanced tools offer an integrated media monitoring solution. Vocus, for example, has an open architecture that allows you to monitor all of your news from Vocus, plus social media channels like Twitter and other 3rd party sources such as Google, to get a comprehensive view of the media landscape in one place. These systems also allow PR professionals to easily produce customized, automated reports complete with charts and graphs that dissect news and social media coverage to create a complete picture of an organization’s reputation and, consequently, determine a strategy for an integrated media campaign. Conclusion Many companies are still trying to determine the business value of social media and an understanding about how 140 characters can influence their brand. Today’s technology offers PR professionals a variety of options for effectively monitoring the social media landscape: • Searching Individual Sites—Searching key social media sites, such as Twitter, Facebook and Linkedin directly will help you get started. Some sites allow you to create and save a search that you can easily run throughout the day. This is the most time consuming of the options but it will serve as an entry point to better understanding your online reputation. 4
  • 6. Vocus Whitepaper Monitoring the Social Media Conversation: From Twitter to Facebook • Free Online Tools and Applications—There are numerous free applications to help sort and monitor social media that will help you get started, including Tweetdeck and tweetbeep. These applications help you get a feel for the conversations taking place and will keep you updated on the latest discussions. • PR Monitoring and Management Systems—PR monitoring and management solutions monitor and analyze multiple social media sites at one time to help track your online reputation. For example, using Vocus you are able to bring together mentions from the various social media sites within the application to simplify the monitoring process and get a full view of your online reputation on social media sites. These also allow you to produce customized reports complete with to analyze your online reputation. With social media continuing to draw in your current and potential customers, the opportunity to legitimately add value to your organization is very real. Monitoring social media coverage helps you to connect with the online community that can influence your company's reputation. PR professionals are able to use the information they find to uncover opportunities, increase customer loyalty and establish their brand online. The most important thing with social media monitoring is to get started because the conversations are already happening. About Vocus Founded in 1992 by two entrepreneurs and best friends, Vocus (NASDAQ: VOCS) has grown into one of the world’s largest and fastest growing public software companies. More than 30,000 organizations around the world, ranging from Fortune 500 companies to one-person start-ups, use Vocus products and services to generate publicity and grow their businesses. Vocus software was awarded the prestigious SIIA’s CODiE for “Best Business Productivity Software” and has been featured in The Wall Street Journal and Fortune. We deliver our solutions over the Internet using a secure and scalable platform that allows our customers to eliminate expensive up-front hardware and software. 5