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Presented at ACE NETC 2011 Conference June 2011
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Social Media Monitoring
Anne Mims Adrian, Auburn University-eXtension [email protected] @aafromaa and @milfamln
Terry Meisenbach, eXtension [email protected] @tmeisenbach and @begrowcreate
ACE NETC 2011 June 2011
Process
Know why you are monitoringKnow and set goalsDetermine termsIdentify whereListenDetermine actionBuild relationshipsAdjust actionEvaluate Repeat
Who, What, Where, Why, How?
Why do you want to monitor social media?
Who do you want to monitor?
What do you want to monitor in social media?
Where do you monitor in social media?
How will you use the results?
PurposeexamplesCompanies want to track reputation, brand, & product mentions to increase sales.
Companies want to monitor what consumers are saying about their own or their competitors' products.
Companies want to monitor what consumers are saying to improve their products and services.
PurposeexamplesExtension wants to learn from communities.
Extension wants to build relationships and its credibility.
Extension wants to track its reputation and success of programs.
Why?When to tune in
Most important to pay attention to
Community voice to identify needs and give direction
Influential people to build relationships
Response
Monitor brand or product
Brand/product mentioned increases by a set percent during and after a campaign
Sentiment (positive/negative ratio of product increases by set percent
Increase visits to web site (by percent or number)Reputation improves
>>> Which leads to increase in sales
Monitor Extension Program
Build community and offer support for military familiesIncrease the relationship between Extension and military family service professionals
Link military family service professionals to existing Extensioneducational resources
>>> Military Family Service Professionalsto make use of highest quality, research and evidence based information, best practices, and education in their programming activities.
Monitor Extension Program
Increase use of Extension and research- andevidence-based education, programs, and information.
Increase the communications and exchange betweenExtension and military family service professionals
Visits to eXtension educational resources increase from military installations.
>>> Military Family Service Professionals make use of highest quality, research- and evidence-based information, best practices, and educationin their programming activities.
Extension Program
Now is your time to practice
List measurable social media goals
>>> What is the overall goal?
Determine Terms and Where
What terms do you expect your audience/community to search for on the web when looking for resources?
What terms do you expect your audience/community to use in online social spaces while talking about their work?
Terms (Need to use more common language than some of these)Military families DeploymentMilitary pay changesDiscipline childrenParenting on installationsParentingChild developmentSeparation anxietyParentsSingle parentsChild developmentFeeding childrenMilitary Wife Military Mother
Financial LiteracySingle parentingReintegrationStress managementMilitary children booksPersonal finance program managers Lifestyle transitionsMilitary move Paying down debtRetirement planningMeals on a budgetJob Search
Listen
Content (what's being said) Context (where is it being said)SentimentWhat are the gaps in the conversation?Volume (strength of the conversation; higher in volume, greater vibe).
Determine next step
Join conversationBecome engagedDevelop relationshipsFind and utilize influentialsUse what you learned to integrate into programming
Can you be helpful--just by joining the conversation
Is the community teaching you something you did not know?
Then what? Is there a call to action?
Monitoring is not only a marketing activity.
Monitoring can be used for needs assessment, customer service, improve programs within context.
Who needs the information from monitoring?
Evaluation
What kind of change in content and contextWhat kind of change in Sentiment (when referred to Extension materials or references)Did we fill a gap?Volume in change in links (visited/comments/references)
Is there evidence of learning? Changed behavior?>>>Use relationships to assess changed behavior
Products
Radian6
Lithuim ScoutLabs
SAS
PeopleBrowser
ProductsFree but not comprehensiveGoogle AlertsTwitter SearchBlog Search
Klout, free and professional versionPeerIndex, free and professional versionTweetReach, free and professional version
Google AnalyticsFacebook InsightsYouTube, Slideshare, Flickr with professional version
Photo Credits
www.flickr.com/photos/msittig/2698352492/sizes/m/in/faves-aafromaa/
www.flickr.com/photos/kathycsus/3726355766/in/faves-aafromaa/
www.flickr.com/photos/tomo908us/4355587247/
Final Thoughts
Share your questions and ideas.
Thank you for your participation.Anne Mims Adrian, Auburn University-eXtension [email protected] @aafromaa and @milfamln
Terry Meisenbach, eXtension [email protected] @tmeisenbach and @begrowcreate
