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Social media monitoring online conversations is the first step to an effective social media management. Learn to listen online in our NEW social media training course at social media monitoring.
You can't build a smart social media strategy if you don't know where your customers are. Learn how to use social monitoring tools to find the hot pockets of conversation and meet you customers on their own turf. Master the art and science of social media monitoring and strike where the iron is hot!
Learn social media monitoring for Facebook, Twitter, Linkedin, YouTube, Craigslist, Blogs, Forums and News using free social media monitoring tools and services.
Learn to use social media tools to conduct content curation and find online influencers. You'll even see a live demonstration of Radian6 and hear how the instructor used this premium service to calculate the ROI of Obama's Cairo speech.
Get this online social media monitoring course today and start engaging your customers and advocates in high-relevance, buyer-oriented conversations.
|Section 1: Intro|
Learn how to build a social media monitoring dashboard to monitor online conversations with free tools and services. A newer version of this course is available at http://complysocially.com/online-social-media-training/social-media-monitoring/
A newer version of this course is available at http://complysocially.com/online-social-media-training/social-media-monitoring/
Find out what previous attendees of Eric Schwartzman's social media trainings have to say about his courses.
A newer version of this course is available at http://complysocially.com/online-social-media-training/social-media-monitoring/
|Section 2: Key Concepts & Techniques|
Learn to use Google Advanced Search to author complex boolean queries.
A newer version of this course is available at http://complysocially.com/online-social-media-training/social-media-monitoring/
Learn the concept of filtering social media content by keywords phrases.
Social media monitoring is very different from mainstream news media monitoring. Learn the concept of monitoring online conversations.
Learn keyword discovery and keyword validation techniques using Google Related Searches and Google Insights for Search.
Learn how to lower the signal to noise ratio by focusing your keyword phrases with modifiers to splinter the results.
Keyword monitoring strategy is not one size fits all. Learn to match your keyword filtering approach to the social network you're monitoring.
Learn all about real simple syndication and find out how to use RSS for social media monitoring.
|Section 3: Hands-On Training|
Overview of six popular social media monitoring platforms.
How to build a custom news feed and subscribe to it in your social media monitoring dashboard to maintain ongoing access to news clips and articles by keyword phrase.
Feedly: Monitor Blogs, Podcasts and Topics
Feedly: Tweaking the Look and Feel
Feedly: Sharing to Social Networks
Feedly: Follow Buttons
Feedly: Mobile App
Netvibes: New Account Set-up
Netvibes: Adjusting the Look of Tabs and Widgets
Netvibes: Adding Widgets to Blank Tabs
Netvibes: Category Widgets and RSS Feeds
Netvibes: Sharing to Social Networks
Netvibes: Mobile Web Access
Netvibes Premium: Analytics
Netvibes Premium: Importing and Comparing Data
Netvibes Premium: Custom Dashboards
Recorded Future: Intro to Predictive Analytics
Recorded Future: Analyzing Regional Risks
Recorded Future: Accessing Shared Visualizations
Recorded Future: Annotating and Sharing Report
Radian6: Topic Profiles
Radian6: Finding Conversations and Influencers
Radian6: Third-Party Filters
Radian6: Engagement Console
Radian6: Mobile App
Traackr: Engineering Tipping Points
Traackr: Finding, Following and Engaging Influencers
Traackr: Custom Influencer Lists
Traackr: Analysis and Reporting
|Section 4: Supplemental Resources|
Social media monitoring has emerged as the first step in any effective social media marketing or social media ROI initiative. Even traditional market research firms like Nielsen are offering integrated solutions for listening to online conversations. If you’re looking to update your understanding of sentiment analysis, social media monitoring ethics or natural vs. computational language processing, this audio resource is for you.
It is a recording of a panel that was titled “Separating the Wheat from the Chaff: The Nitty Gritty of Social Media Monitoring” which I arranged and moderated for the Market Research Association at their First Outlook Conference in Orlando on Nov. 3, 2010. The social media analytics experts I brought down were Christopher Ahlberg, Ph.D., CEO, Recorded Future; Barry de Ville, Analytical Consultant, SAS Institute; Rob Key, CEO, Converseon; and Valery Miftakhov, Associate Principal, McKinsey & Company NM Incite, which is providing consulting services in partnership with Nielsen BuzzMetrics. I led a social media training for market researchers the day before.
Discussion topics include appropriate use cases for sentiment analysis where 60% accuracy is a best case scenario, natural language processing algorithms, computational language processing algorithms, analyzing non-text based online information, applying the prism of social science to social media measurement, the change management aspect of social media metrics and integrating it into the enterprise; influence mapping and computing power nodes within networks; Annie Pettit asks about the Nielsen BuzzMetrics “Patients Like Me” password protected data scrapping incident reported in the Wall Street Journal; imposing temporal logic over social media tracking; normalizing data and the validity of online panels.
Rob Key, CEO and founder of Converseon talks about becoming a listening organization, social CRM and mining actionable business intelligence from online conversations.
01:09 -- Listening to social media through conversation mining, and working with clients from a management consulting perspective to help them reorganize their operations to take advantage of actual customer feedback collected on the web.
02:10 -- Changing the marketing and public relations model to recognize how social media is causing organizations to integrate all areas of the company into the conversation.
02:44 -- The delineation between conversation mining and news media or social media monitoring or raw pipes versus versus intent modeling, sentiment and geo-data.
04:31 -- The different types of listening solutions organizations use and how the very based on the specific needs of the customer.
05:08 -- Translating raw data into meaningful business intelligence through Converseon's proprietary listening platform.
06:20 -- How to become a listening organization for sustainable business advantage.
07:08 -- The three components of listening: what yo what the was thoroughly legal service infusing the value of social across the entire enterprise for sustainable differentiation, securing the right technology listening platform.
NOTE: According to Key, HP has says that listening integrated into customer service has saved them $10 million in call center costs, and P&G says that through social media and listening, over 50% of its innovation is coming from outside of the company.
09:01 --Using work flow software with pre-configured rules to manage the distribution of information mind on social networks to the appropriate departments within the organization through social media analytics software.
10:02 -- The benefits of capturing outcomes from a legal perspective so that legal and regulatory compliance are satisfied.
11:01 -- The importance of securing a persistence listening platform to support ongoing conversation mining throughout the enterprise.
12:17 --The organizational and business change components required to ensure discoveries and insights surfaced through listening are delivered to the appropriate departments to increase customer satisfaction and improve performance.
13:01 -- Work flow integration with CRM tools and social media training.
14:14 -- importing existing measurement from legacy systems to preserve prior findings through platform migration.
15:00 -- The real challenge of listening from a technology perspective, capturing conversations and cleansing content for relevance.
15:51 -- The seven layer hierarchical pyramid of data: Raw Data, Cleansed Data, Baseline Analytics, Black Box Analytics, Human Analysis, Internal Customer Data Integrated with External Data (social CRM), and Business Intelligence.
21:01 -- Whether or not businesses can use social graphs to determine the importance of conversations and participants.
22:02 -- Why influence and sentiment need to happen at a customer and a vertical business level.
24:24 -- Determining the social impact of US Pres. Barack Obama this Cairo speech on global issues, Hezbollah's defeat in Lebanon and the electoral protests in Iran.
27:07 -- How the Obama administration is evaluating and applying the merits of conversation mining to achieve its broad objectives.
27:36 -- Implicit the importance of explicit, metaphor, neologism, images, dialects in conversation mining, and qualifying conversation participants by the choice of term they employ.
30:17 -- Key responds to a comment made by Mark Wiener in a previous episode, in which he said computers can't tell the difference between I love Toyota and I love anything but Toyota.
30:42 -- Why we are still 10 years away from accurate artificial intelligence, why humans are an essential part of listening and why you should beware of any listening provider that claims 90% accuracy.
33:55 -- End
Corporate reputation management, identity management and social networking on Twitter with public relations pro Sarah Evans, who established #journchat, a popular, weekly, three-hour chat that occurs on Twitter every Monday at 6pm Pacific Time – 8pm Eastern Time between journalists, bloggers and PR professionals.
To participate in #journchat on Twitter, all you have to do is follow the conversation, which Sarah moderates, by monitoring the keyword #journchat in Twitter search or using Twitter apps Tweetdeck, Tweetchat or Tweetgrid. By posting comments with the #journchat keyword, or hashtag as they are known by Twitterers, you can add your remaining 129 characters (140-11 to accommodate the hastag) into the online conversation.
In this audio resource, Sarah talks about why #journchat took off, the Twitter apps she likes best for moderating her weekly chat on Twitter, best online reputation management practices for tweeting on behalf of brands and how early adopter brands can use micro blogging for corporate reputation management, crisis communications, social media optimization and lift search engine rankings.
2:49 – Sarah Evans on Twitter apps Tweetchat and Tweetgrid, two online social networking services designed for participating in group discussions on Twitter, which one she likes better and why?
3:42 – Sarah Evans on using Twitter apps for group messaging to block spammers from Twitter chats.
4:15 – Sarah Evans reveals her biggest surprises about moderating her weekly Tweet chat.
5:34 – Sarah Evans on the size of the community she’s built from moderating #journchat weekly.
6:43 – Sarah Evans on how and why #journchat grew so quickly on the Twitter instant messaging platform.
8:02 – Sarah Evans’ top three tips for leveraging social media to launch a successful, recurring online social media PR event.
9:15 – Sarah Evans on the level of support she received through the Twitter social networking platform when she first introduced #journchat, and how it served to validate her social networking event.
10:21 – Sarah Evans on social media strategy considerations for organizational communicators, branded Twitter accounts and personal Twitter accounts.
12:37 – Sarah Evans on best online reputation management practices for disclosing who the organizational communicator(s) behind a branded Twitter account are.
13:48 – Sarah Evans on the risks associated with letting an employee build their personal brand at the expense of a corporate brand. Eric mentions a previous episode in which Toyota revealed their social media strategy for putting their brand first on Twitter, while still acknowledging each employee’s contribution.
15:40 – Sarah Evans on pitching news stories to journalists and other media relations techniques via Twitter.
16:52 – Sarah Evans on her role as a guest writer at Mashable, the social media marketing tactics, social media SEO and social media marketing blog.
17:05 – Sarah Evans discusses Media On Twitter, a free, user-generated contact record database of journalists on Twitter which provides Twitter IDs for reporters and bloggers, much as Vocus PRWeb.
18:42 – Sarah Evans on social media PR strategy and social media engagement.
19:45 – Sarah Evans names the companies she thinks are doing a good job leveraging social media for communications.
21:15 – Sarah Evans on where we’re headed and future growth prospects for social media and online social networking.
22:57 – Sarah Evans gives out her Twitter ID and shares the best way to reach her.
24:04 -- End
One of the most interesting alternatives to measuring online influence to surface yet is Traackr, a premium service that reveals reach, resonance and rank in online social spheres. In this exclusive interview, Traackr Founder and CEO Pierre-Loic Assayag, talks about how his service differs from Klout and other online influence scoring services.
Social marketing research and social media analytics have become essential tools for companies seeking to identify issues and correct misperceptions in real time and globally. Reputation management on global scale requires a combination of social media monitoring software (complex Boolean search strings) and well-trained humans to catch nuances in each local community. Online issues management and sentiment analysis may depend on instant analysis of Twitter conversations around keywords, but human common sense is needed to gauge gradations of, for example, sarcasm as companies fashion their responses and engagements.
Social networking research tools represent the latest evolution in the offering of Dow Jones Enterprise Media Group (@DowJonesInsight), a descendant of Factiva media monitoring service, according to Martin Murtland, vice president and managing director of Solutions for Communications Professionals at Dow Jones Enterprise Media. Dow Jones today offers a suite of high-tech, customizable analysis function, including social media monitoring
Issues management is also nothing new for Cindy Droog (@cindydroog), APR, senior public relations specialist in Corporate Communications at Amway (@Amway) a Dow Jones client using its services to field an ongoing reputation study in 19 markets per quarter. Amway, along with other direct sales giants like Avon and Mary Kay, have long battled against misperceptions, including that they are akin to illegal pyramid schemes. What has changed is that Amway now instantly learns of negative conversations in the fifty countries it does business in, and engages with factual arguments in hopes of changing minds in a public forum. They also have learned the value of going beyond reaching out to “influencers” with 1,000 followers in Twitter to engaging those with ten followers, if they think they can win that person over.
Cindy and Martin sat down with “On the Record…Online” in DC at the PRSA International Conference.
2:41 Media monitoring is just the first of four product elements built by Dow Jones for marketing and PR customers that fall under the acronym MADE (for communications success). M is for media monitoring (Factiva tradition), A for analysis (Dow Jones Insight, listening platform covers social media research and analysis), d for discover (research-on-demand services for issue discovery) and E for engagement via internal communications (a newsletter publishing platform called Editorial Workbench) and external communications (Dow Jones Media Relations Manager, a news-enabled media contact database).
4:39 Reputation management forms the core of Dow Jones’ value to its client Amway, which uses the Dow Jones product suite to run a reputation study based on real-time conversations in Russia, China, Japan and Germany. Social media strategy for the company is then shaped by observation of the human-technology mix and culture in each market.
5:54 Web 2.0 research now represents a main method by which Amway achieves opinion mining in the search for brand misperceptions. As the “grandfather” of direct selling, Amway and its PR function are continually grappling with the traditional misperception that the company represents a “pyramid scheme.” The later phrase continues to represent a central keyword in Amway/Dow Jones complex searches along with strategic qualifiers.
7:23 Sentiment analysis efforts must be efficient to be valuable, a fact that has required Dow Jones technologies to become ever better judges of relevancy. Without combining the technology with real people in each country, especially as a company seeks to listen to conversations in several languages, true relevancy cannot be measured. Google Translate and Tweetdeck’s translation tools have value for a topline read, but nuances will be caught by native speakers, Droog says. Social media engagement at Amway is shaped by its decision to empower affiliate PR staff within each market. In Russia, for instance, this approach has helped the company to temper its response to posts with negative, attention-grabbing headlines, but that then go on to praise the company.
8:54 Social medial monitoring achieves relevancy incorporating human intelligence, even within the tech-driven Dow Jones Enterprise Media Group. The company tailors each analysis program based on in-depth client conversations, analyst review of a clients’ business objectives, key issues, competitors and markets to determine what they want to measure and why. Text mining technology is then brought to bear as analysts create complex Boolean search strings in the native languages to catch local nuances. Media monitoring packages are then put through a quality assurance processes in Dow Jones labs, and finally, field tested by the client. Even then, quarterly updates often swap out search ideas, and situations call for on-the-fly searches.
10:46 Rich text analytics, when automated, can achieve no greater than 60 percent accuracy in terms of determining sentiment, according to some industry sources (see January 29, 2010, podcast featuring Converseon CEO Rob Key). Murtland agrees, but argues that automated analysis is good for is determining broad themes within sentiment and for identifying the highly positive or negative. Dow Jones helps clients improve on those results with services that let clients take and score their own random sample sets, or that enlist Dow Jones to do so when precision is a must.
14:25 Social media influence measurement is an emerging field, and Dow Jones is tinkering with how to help it mature, says Murtland. Influence measurement tools like Klout.com represent a good first step for the industry, but Dow Jones hopes to soon offer tools that navigate tricky questions like whether or the most chatty social media users are the most influential (mentions data from “E-labs.” Could not find). Under way in Dow Jones labs are efforts to incorporate context into measurement of a blogger’s influence, and to arrive at better measures of an outlet’s combined online and offline influence.
16:00 Social marketing research helps Amway make the most of its human capital, says Droog. The company began its social media analysis effort with the goal of unearthing global trends, but found it was more important to identify local trends. Social media communities form locally, and most effective conversations are held by real people sharing their passion in each market. Amway was able to steer some local reps away from one-way, declarative marketing messages (we are the best in the world) toward statements more likely to start conversations.
17:46 Social media policy and related training are among the biggest opportunities, and challenges for the companies. When effective, both elements can empower a local sales force, but policies crafted at corporate headquarters often do not translate perfectly for 50 local operations. As a result, Amway has moved toward “trans-creation” of training and policy, working with local offices to shape local versions.
18:50 Social media listening is the future of customer service, according a recent blog post by Jeremiah Owyang, an industry analyst at blog called Web Strategist. Companies will find clients with the problems and solve them long before they call customer service. Amway now fields joint PR/customer service teams that huddle to deal with problems in each market. What has changed is that the teams must solve within minutes customer service problems that they used to have days to think about.
20:23 Social media analysis tools enable Dow Jones’ clients to reduce signal-to-noise ratios in client monitoring efforts. This helps them to spot potential risks and opportunities more quickly, with algorithms that catch, not just keywords, but also temporal spikes in their use, and in context.
23:58 Social media monitoring and analytics are only useful in real time, which makes latency of information a serious challenge for companies like Dow Jones. Murtland’s team speeds things up by using algorithms that decide on which information should be processed at what speed. A site updated once a week will be less likely to be processed as quickly as one that updates several times an hour. Business intelligence gathering speed at Dow Jones is also accelerated by the company’s experience in delivering trading information into clients’ black box trading systems in a matter of milliseconds.
Social media crisis simulator Firebell, which was recently introduced by PR giant Weber Shandwick, is providing crisis communications training for companies keen to avoid critical missteps in an online brand crisis. In this installment of the On the Record...Online pr podcast,Weber Shandwick VP Brooke Worden joins guest hostSandra Burrowes to give us a glimpse of FireBell’s realism and effectiveness, attributes that recently earned the social media crisis tool a 2010 Digital PR Award for best new digital service/product/app.
Globalization, social media and technology are marginalizing the importance of existing world powers. The Web breaks not just language barriers but economic and social barriers as well, says Edith Wilson (@wilsoner1), senior advisor for communications at the World Bank who blogs at
The convergence of communications and social media is becoming familiar to everyone, but few people are aware—and even fewer take advantage of emerging multilingualism. New tools such as Google Translate, Global Voice and other translation services use the web to break communication barriers. These tools allow people with common interests but in different countries to connect with one another no matter what language they speak.
Last year alone, Indonesia’s membership in Facebook grew 800 percent to 21 million people, while Mexico increased by 300 percent to 10 million users. Russell Southwood, an expert in the penetration of Internet and mobile technologies in Africa, tells of seeing children in Kenya’s internet cafes posting on Facebook. The internet embraces multiculturalism: despite a market’s status as developing, emerging or mature, people are adopting the internet in record numbers.
Communicators can use these tools and trends today to begin reaching a global market easily and cost-effectively. The World Bank, for example, recently made available a comprehensive set of data about development in countries around the globe. Since its release, the data has been accessed by 1.5 unique visitors, most of whom never had access to it before. The World Bank has also mounted a global Apps for Development Competition, which provides incentives for the public to create innovative software applications that strive to solve some of the world’s most pressing problems.
Edith Wilson has advised at the World Bank for the last decade, specializing in multi-stakeholder processes, governance and anti-corruption, and economic reform. She has also held senior positions in government, the private sector and civil society.
Instructor Eric Schwartzman is digital strategist at ComplySocially, which provides social media governance services and maintains the world's deepest, most comprehensive catalog of self-paced social media training courses.
He is also best-selling author of Social Marketing to the Business Customer and social media advisory to the US Department of State, the Pentagon, the Inter American Development Bank, Boeing, Environmental Defense Fund, Toyota and dozens of small and medium sized companies.
Eric is the top-rated emerging technologies instructor at the Public Relations Society of America, the creator of the original Social Media Boot Camp and the founder of iPRSoftware, which manages online communications for clients including LinkedIn, UCLA, Xerox, Yahoo! and others.
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