Social media monitoring tactics
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Transcript of Social media monitoring tactics
Social Media Monitoring
Mary Jo Flynn, MS @MaryJoFly
So, you finally have a social media account. . . NOW WHAT?
Objectives
• The engagement spectrum
• The importance of monitoring
• Tools and techniques
• Implementation
The new reality
SHOUT IGNORE
Engagement Spectrum
OBSERVE DIALOGUE
IMPORTANCE OF MONITORING
Why should you invest time in monitoring?
Are your messages making a difference?
Work with traditional media not in place of them.
What is being said in your neighborhood?
Identify rumors and develop plans to address them.
The community expects your responses to be fast!
TOOLS AND TECHNIQUES Paid and free tools to help you monitor different aspects of social media
Find messages relevant to your issue.
FIND MESSAGES
• Keyword Searches
• Bottlenose
• Trendsmap
• Hootsuite
• Social Mention
• Daily monitoring streams
– OMG
– :)
– #Fail
Filter to specific messages
FILTER • Twitter search formulas
– AND
– OR
– ?
– @Person or List
• Tweetgrid*
• Hootsuite
• Facebook Graph Search
• Google or Bing Search
Look within geographical boundaries
GEOGRAPHICAL • Trendsmap
• Geofeedia
• Banjo
• Search by Lat/Long
• Search near a city, within
a radius
Don’t be fooled by rumors, identify them early
RUMORS • Gut check. If it’s too
good to be true
• Google image reverse
look-up
• Don’t feed the Trolls!
• Be your own Snopes with
a rumor control web page
• Time & date stamp
IMPLEMENTATION How to apply the tools to an emergency or crisis.
IDENTIFY YOUR MISSION
• Gathering situation status
info?
• Listening to the community
to provide answers?
• Hunting for rumors or
correcting false or
misleading information?
• How are people
communicating, what
platforms?
NARROW YOUR FOCUS
• Use a variety of the tools
to meet your mission
objective
• For example, to hear
questions from the
community
– Narrow by geolocation
– Search using a question
mark
– Monitor your account for
direct questions
DOCUMENT • Save and route messages
• Retain copies based on
your agency retention
policies
• Enter messages into a
team system to reduce
duplication of effort
RESPOND • Does the info exist as a
talking point?
• Must you route the
message for a response?
• Does this item need to be
researched?
• Is the info you’re about
to send confirmed?
• Is a response required?
Contact
Slideshare.net/mjflynn001 Mary Jo Flynn, MS
• Anaheim Fire & Rescue,
Emergency Management
Assistant Director
• (714) 240-6240 cell
• @MaryJoFly
• @AnaheimFire
• @AnaheimCERT