COMM 4633 & SPC 4350, Spring 2011, p. 1

OCIAL

EDIA FOR

COMM

4633

SPC

4350

PRING

2011

OCIAL

EDIA

ONITORING

EPORT

Due: Week 6. See syllabus for specific date/time Worth: 100 points

ESCRIPTION OF

SSIGNMENT

This assignment gives you an opportunity to learn how to monitor blog and other social media contentin a way that provides similar insight offered by more traditional environmental scanning methods.Many people will discuss your client or organization and its products/services on their own Web sites oron social media sites, outside of realm traditional media. Just as it is important for you to know what themedia and your community are saying about your organization and its products/services, it is importantto know what is being said in social media sites like blogs, social networks, and message boards. For thisassignment, you will1.

monitor the online conversation that has occurred about an organization or brand of yourchoosing since February 1, 2011,2.

create a table for your data, and3.

write an analysis of the conversation with suggestions for action.You might find bloggers who are blogging about your client organization or brand, people who arecreating Web sites about it, message board members who are discussing it in forums, Twitter users whoare twittering about it, social networking users who are commenting about it, or online video producerswho are posting YouTube videos about it.Let me know by Week 4 how you choose to complete the project (individual or teams) and whichorganization you are choosing in class. Teams will collect much more data, but write one cohesivereport. NOTE: The first person (or team

) to “claim” a

Fortune 500 companyor large non-profitorganization

“gets” the company. No duplicates, please.

COMM 4633 & SPC 4350, Spring 2011, p. 2

TEP

OMPLETE

ACKGROUND

EADING

See these resources for advice on social media monitoring.



The Social Media Team Toolkit: Listening by Amber Naslund



Twitter, Customer Service, and Good Brand Management by Valeria Maltoni



Reputation management: Conducting a social media audit by Matt Lane



Social Media Marketing

–

A Guide for the Common Man by David Corman



The Conversation about the Conversation by The Buzz Bin



Other People's Privacy by Rough Type



Radian6 Digest January 2010 by Radian6

TEP

ONITOR



Choose a Fortune 500 company or brand, or a large nonprofit organization.



Identify key search terms for your client. Don’t just rely on the organization’s name. Include

CEO, product names, or issues.



Now, monitor consumer conversation about your organization or brand:

•

Use Radian6

or Custom Scoop

(you will be provided with an account to use for theduration of this project)

•

Additionally, consider doing the following:



Set up a Google alert on key words.



Check out Twitter and run a search for your client.



Search Flickr groups to see if there is a group about your client. Flickr also offersa message board. Scan the photos for interesting information.



Conduct key word searches on various blog search engines like IceRocket,Technorati, blogsearch.google.com for blogs about your organization or brand.



Search the Web for Web sites about your organization or brand.



Find Facebook and MySpace pages created by fans or critics of yourorganization/brand.



Search message boards (http://messages.yahoo.com/) for users who post aboutyour organization/brand or boards dedicated to your organization/brand.



Your goal is to find

15 nuggets of information across multiple social media

about yourorganization or brand; teams will need to collect 15 nuggets

for each person

. NOTE: Do NOT usesocial media channels, profiles, or boards that are sponsored by your company or brand or useinformation from articles published by mainstream media sources.