Social  Media  Monitoring  

 Social  Media  Monitoring  –  Analyzing  the  Unexpected  Results  of  Social   Conversations  
  The  purpose  of  this  document  is  two-­‐fold.  Firstly,  it  is  to  explore  the  unexpected  shifts  in   conversation  that  can  occur  around  an  event,  campaign  or  message  that  is  largely  out  of  the   control  of  the  original  author.  Secondly,  it  is  to  consider  how  a  company  might  begin  to  put   some  structure  around  their  social  media  monitoring  strategy  to  prepare  for  the  expected   and  unexpected  social  impact  to  their  brand  value.    

 

You  Can  Control  When  You  Publish  But  Not  How  Message  is  Received  

The  impact  of  social  media  on  our  lives,  and  on  our  business  has  been  remarkable.  The  full   extent  of  how  social  media  adoption  and  use  has  changed  the  way  we  share  information,   evaluate  products  and  spread  and  react  to  messages  still  remains  to  be  seen.  But  what  is   apparent  is  that  people  have  access  to  tools  that  can  potentially  give  them  a  larger  platform   with  more  leverage  than  ever  before.  And  how  companies  articulate  and  manage  their   message  is  no  longer  under  their  complete  control;  they  now  need  to  consider  how   individuals  will  react  and  respond.  Not  knowing  how  an  audience  will  react  to  an  outreach   effort  places  another  layer  of  expectation  on  the  company  because  they  have  to  know  how   to  manage  both  positive  and  negative  consumer  engagements.     There’s  a  long  list  of  examples  of  companies  releasing  highly-­‐polished  products  or  ad   campaigns  only  to  see  their  targeted  creative  work  go  free-­‐wheeling  into  avenues  of   discussion  and  commentary  wholly  unintended  and  unexpected.  A  most  recent  and   impressive  example  of  a  story’s  message  expanding  and  shifting  has  been  the  Kony  2012   campaign  put  out  by  the  Invisible  Children  group.  Not  only  has  the  video  become  widely   popular  by  leveraging  social  media  technologies,  but  the  ungovernable  spotlight  of  inquiry   has  also  shifted  to  the  IC  group.    People  want  to  know:     Who  is  IC  group?     Who  are  the  people  behind  the  video?     • What’s  their  agenda?     • •  

While  the  IC  group  may  have  had  the  ultimate  goal  of  contributing  to  Kony’s  capture,   viewers  of  their  video  had  their  own  objectives.     To  illustrate  the  reach  and  influence  of  an  individual  with  savvy  and  access  to  technology   consider  the  case  of  Mike  Daisey.  Mike  is  widely  claimed  to  have  ousted  Apple’s   manufacturing  practices  in  China  by  blending  more  traditional  forms  of  protest  with  the  

reach  of  social  media.  He  has  performed  The  Agony  and  the  Ecstasy  of  Steve  Jobs  in  many   theaters  and  most  recently  the  script  was  made  available  for  download  from  his  site.  And  it   has  been  downloaded.  40,000  times.    Could  Mike  have  had  the  same  ever-­‐expanding  reach   for  his  one-­‐man  show  if  he  relied  exclusively  on  the  stage  to  promote  his  message?   The  point  of  both  examples  is  to  illustrate  how  quickly  individuals  or  small  groups  of   people  can  shine  a  light  on  lesser-­‐known  topics.  The  social  commentary  resulting  from   either  of  these  examples  would  surprise  many  organizations  and  leave  them  scrambling  to   know  how  to  engage  and  respond  appropriately  to  hostile  or  simply  curious  customers.        

 

How  Do  You  Use  Social  Media  Analytics  to  Measure  Business  Value  

Of  course,  there  have  always  been  individuals,  who  have  been  catalysts  for  change,  whose   reach  far  exceeded  their  access  to  power.    But  it’s  the  availability  of  these  technologies  that   make  the  occurrence  of  these  events  more  likely  and  common.  You  know  that  when   Encyclopedia  Britannica  is  no  longer  available  in  print  after  244  years  that  something   fundamental  has  changed.    Beyond  the  proliferation  of  technologies  that  give  us   unprecedented  access  to  knowledge  and  enable  us  to  share  and  collaborate  is  the  challenge   they  present  if  a  business  wants  to  meaningfully  analyze  and  monitor  this  social   engagement.  How  do  organizations  determine  a  metric  of  value  from  all  of  the  data  points   available?  Are  the  metrics  defined  today  going  to  scale  and  provide  ongoing  insights  for  a   business?    

Social  Indicators  By  Industry  
One  recommendation  when  creating  an  analytics  strategy  is  to  categorize  and  interpret  the   social  media  conversations  around  your  brand  through  the  lens  of  what  drives  value  for  the   business.    What  would  an  analytics  strategy  that  focused  on  the  influence  of  social  media   conversations  on  business  metrics  look  like?     By  Broadcast  TV   For  broadcast  TV,  it  might  be  trending  detail  that  tracks  viewers,  who  describe  their   favorite  show  or  watching  behavior,  within  a  competitive  landscape.  Companies  would  be   able  to  evaluate  how  their  show  is  performing  against  the  competition  and  correlate  it  with   other  data,  like  Nielsen  ratings.  

 

  By  Financial  Industry   A  financial  industry  may  focus  on  customer  satisfaction  and  the  impact  of  pricing  policies.     Most  recently,  during  the  Bank  Transfer  Day  protests  many  financial  institutions  were   eager  to  understand  not  only  how  pricing  changes  might  influence  a  customer’s  intention   to  switch  banks  but  also  how  their  particular  brand  was  perceived.      

 

  By  Digital  or  Creative  Agency   An  agency  may  monitor  a  campaign  to  determine  if  ad  resonated  with  audiences  as   intended,  like  they  found  it  funny  or  were  influenced  to  make  a  purchase.    During  the  Super   Bowl,  Collective  Intellect  partnered  with  CNBC  to  produce  the  Super  Sunday  Ad  Tracker  to   rank  Super  Bowl  ads  based  on  key  social  indicators,  like:  purchasing  language,  viewing   intention,  loyalty,  funny,  etc.  and  came  up  with  the  Engaged  Consumer  value,  which  was   used  to  rank  each  ad.    Volume-­‐based  metrics  are  still  an  important  indicator  for   understanding  the  performance  of  a  campaign  relative  to  a  competitor  and  the  level  of   consumer  engagement  over  time.    But  to  truly  measure  the  success  of  a  campaign,  it’s   critical  to  monitor  the  indicators  that  may  translate  into  purchasing  behavior.    

 

   

Plan  for  the  Expected  and  the  Unexpected  
In  each  case,  the  intent  of  monitoring  is  to  tie  social  business  intelligence  to  key  business   metrics.      Having  a  set  of  critical  social  indicators  that  correlate  with  other  business  metrics   will  bring  focus  to  your  social  media  analytics  efforts.  Additionally,  emphasis  on  driving   and  measuring  business  value  through  the  use  of  social  media  will  ensure  that  the   approach  is  integrated  across  the  business.    After  all,  your  organization  is  not  in  business  to   Tweet  but  to  promote  the  value  of  your  brand  to  persuade  and  encourage  consumers  to   purchase  a  new  product,  watch  a  premier  or  get  answers  to  their  question  from  your   support  resources.     Unfortunately,  as  a  business  you  don’t  always  know  how  the  conversations  will  evolve  and   when  the  spotlight  will  shift  from  product,  to  a  customer  service  complaint,  to  

manufacturing  practices.  It’s  important  that  an  organization  be  able  to  track  how  a   campaign  resonates  with  consumers.  But  it  may  be  even  more  important  for  an   organization  to  be  able  to  detect  emerging  trends  and  issues  that  may  surface  unexpectedly   and  that  generate  swift  and  sudden  momentum  across  the  social  media  landscape.    Your   organization  can’t  nor  should  it  try  to  control  the  variety  of  social  response  to  your   message  but  it  should  be  equipped  to  analyze  those  conversations  for  actionable  insight   that  can  be  used  to  inform  how  an  organization  respond  to  consumers.   If  you’d  like  to  find  out  how  to  intelligently  listen  to  your  social  customer,  visit  the  Collective   Intellect  Web  site  or  contact  us.  

 

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