Monitoring Trends on social media: Twitter, Blogs, and Google Insights
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Transcript of Monitoring Trends on social media: Twitter, Blogs, and Google Insights
Trends in Online Behavior
Professor Matthew Kushin, PhDShepherd University | Department of Mass Communication | 2012
Review: How do they monitor?
2 popular ways: Monitoring the “real time web” Exploring “trends” on the social web Today’s
Focus
2: Social Data Trends
Trending
Data on an issue, subject or event over a period of time
uncover trends, or patterns of behavior
These trends can inform decision making
Uses
Some include: Compare and contrast performance of different
keywords. E.g., brand names
Segment search data by geographic regions (country, state, city).
Identify search keywords that are most important in any industry
Sort of things to track
Key players
Competitors
Mentions of our brands, products, etc.
Industry news
keywords
3 Types of Tools
Twitter Trends
Search Trends
Blog Trends
1) Twitter Trends
There are many, but 1 I like is: Archivist
Url: http://archivist.visitmix.com/
We’ve explored this before!
Best Super Bowl Ad??
Example Scenario
You work for Chrysler and you’ve recently put out an $8 million dollar, Eminem advertisement
You want to know how the twittersphere is reacting. Why?
You know many people go to Twitter to share info & ideas.
So, you can get an easy, free sense of how many people are talking about your brand.
Tweets with “Chrysler” on/after 2-6-11 Superbowl
Months later….
Chrysler less talked about on Twitter than Ford
May 17, 2011: Searched Trendistic: “Chrysler, Ford”
2) Blog Trends
Similar to Twitter trends, except: Allow us to see most popular topics people are
blogging about
Why valuable? Bloggers are influential, convo starters.
Icerocket (blog)
URL: http://trend.icerocket.com
What is it: Set of tools for blogosphere data
Use: A few. But 1 is seeing trends in blogs over time. Click keyterms to see blog posts from a point in
time
Example
Buzz on blogosphere when Microsoft acquired Skype
Example Client
Search for Chrysler, Ford, Dodge (owned by Chrysler) Note in Feb Chrysler spiked but trailed off while Ford
remains strong
3) Search Trends
Google Search Insights
Tracks Google.com searches (only)
Url: http://www.google.com/insights/search
Example Scenario #1
Scenario: Your want to demonstrate your Chrysler ad
campaign is generating buzz. Notice a spike on Google searches
Example Scenario #2
SeasonabilityWhen is the best time to launch a campaign?
“Personal budget” Budgeting is much more top of mind around the New Year so maybe a New Year’s resolution based campaign would strike a cord with consumers
Example Scenario #3
You want to know what product features people search for the most, when they look for a smart phone.
You’ve created a product to rival the iPhone and want to see if you’re gaining traction
Lab Guide: Google Insights
Tonigh!
Go to the following link: http://bit.ly/FSM_LabTrends
Read through material, do tasks Watch videos (please watch individually w/ your
earphones on) This material will prepare you for Participation #4 When ready, goto Sakai to download Participation 4
– Trends Quiz Turn in next class. #4 is graded based on % correct.