Monitoring and Metrics

Monitoring/Listening

• What is monitoring?

• Does it require math or expensive software?

• Why monitor?

• And then what? What do we do with the results?

What is monitoring?Why should we monitor?• Research• Measurement & evaluation• “Environmental scanning” goes beyond traditional media and

impressions• Social media allows NEW measurement opportunities

Why should we monitor?

• What’s the “cyberchatter” about your organization?• LISTENING=Two-Way Comm• Who’s talking about the org/brand?• What are they saying?• How are we perceived?• How should we move forward (implementation)?

How should we respond?

• Professionally, of course! • Writing a response to a blog• Less than 150 words• Include a hyperlink to an

independent source who would support your position.

What Are We Looking For?

• Tone & Sentiment Analysis• Positive/negative• Message• Conversation flow

(network analysis)• Social object• Strength of ties• Clusters

• Quality of conversation• Quality of placement, Ranking,

Popularity (influence)• Influencers

Key Words and Themes• Issues• Competitors• Products• Programs• Misspellings• #hashtags

Social Command Centers

“Real Time” engagement, Creative Newsroom

Content Management Systems as Listening Tools• Hootsuite• Sprout Social • Buffer

• Low cost or free

Monitoring Report for Client• HUMANS: Interpret and Analyze

• Make Relevant to Organizational Goals and Program Objectives

• Connect to Tactics and Deliverables

• Include in Research and/or Evaluation Report

Super Bowl :(• Who won the Social Bowl?

(Puppies? Stranger Things? A lumber Company?)• How do we know? Find articles

and reports.• https://brandbowl.us/#/

• Monitoring blog• Client for audit

SB Snacks!