Monitoring overview
Transcript of Monitoring overview
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!