Social Media Monitoring Making Sense of your Digital Shadow Barry Walsh Digital Marketing Executive Fáilte Ireland Digital Supports Team
Social media is overflowing with Conversation Like / Dislike Lead #Love Where is Brand best Twitter Guinness Trend Galway Competitor Tastes & Preference News Feedback Any Suggestion New 7 star on activity Loving the hotel in destinations bikes in Japan Europe Dublin Customer Trend experience Lead insight Best Place Looking in world Great Irish for Hotel to SUP Holiday, Cork Great Food Ireland
What is Social Media Monitoring? Active monitoring of social media channels for information about a company or organisation Involves tracking of various social media content such as blogs, news sites, micro- blogs such as Twitter, social networking sites (Facebook, Pinterest, etc) video, etc... Listen React Engage
What should you be tracking? Brand / Company name Competitor names Keywords to identify potential opportunities (e.g. Buy, Book) Campaign specific keywords or hashtags
Listen for Opportunities
How things can go from bad to worse!
Social Monitoring Examples
Social Monitoring Examples
Turn a Negative into a Positive
Tips on Interacting and Responding 1. Respond to Feedback Both Negative and Positive 2. Be Proactive , Versus Reactive 3. Be as Transparent as Possible 4. Don't Always Jump In 5. Follow Back and Interact 6. Use the Social in Social Media 7. Create Brand Awareness
Social Media Monitoring Tools Search Track Analyse
Social Media Monitoring tools
FREE TOOLS
Google Alerts Google Alerts are emails sent to you when Google finds new results that match your search term (e.g. web pages, newspaper articles, blogs) You can use Google Alerts to monitor anything on the web www.google.com/alerts
Likelihood that your 1 brand is being discussed in social media Ratio of positive to negative Mentions Measure of the range of influence (no of unique Likelihood of authors divided by total no repeat mentions of mentions) www.socialmention.com
Search hashtags across networks, including Twitter, Instagram, App.net and Facebook www.tagboard.com
Cost: Free for monitoring up to 5 platforms (Facebook, Twitter) Paid version starts at approx. € 7.50 a month, Enterprise is costed per user www.hootsuite.com
Why use paid tools? 1. Better Reports 2. Analysis 3. Segmentation 4. Additional Users 5. Extra Features – Sentiment, Scheduling, Sales Intent etc.
Cost: Free and Paid Pro plan starts at approx € 15.00 per month 50,000 mentions www.mention.net
Cost: Free and Paid from approx. € 37.00 –€ 370.00 monthly www.viralheat.com
How often should I be monitoring? • Daily – Make it part of your regular routine • Online Strategy Dependent Platform etc. • Campaign Dependent Note : Most Monitoring tools provide notification service and in some cases push notifications thus allowing you interact or engage when it matters.
Reasons for Short Term keyword Monitoring 1. Events 2. Festivals 3. Service or Offer launches 4. Conferences 5. Seasonal Breaks
Event What's trending in Dublin now
Hotel – Rugby International 6 Nations
Festivals
Restaurant – Valentines
Conferences
Activity/ Attraction – Holiday /Mid Term
Key Takeaways Identify the keywords you are going to monitor Start monitoring using at least one of the tools we mentioned today Make it part of your daily routine to RESPOND TO EVERY MENTION
Contact Barry • Email: barry@osd.ie • LinkedIn: ie.linkedin.com/in/barrywalshdigitalmarketing • Twitter: @osdbarry
WEBINARS For details on future webinars please visit http://failteireland.webex.com If you want to register for future webinars email websupports@failteireland.ie KEEP IN CONTACT Online Resources failteireland.ie/Market-Your-Business-With-Failte-Ireland.aspx Courses Available failteireland.ie/Business-Supports/Websupports/Events Fáilte Ireland 88-95 Amiens Street Online Business Tools Dublin 1 failteireland.ie/Develop-Your-Business/Business-Tools.aspx Ireland Lo-Call: 1890 525 525 For any other questions, contact the Business Supports team on 01-8847762
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