Social Media I

Presented by Jodi Gersh Content Manager, Gannett ContentOne

y Monitoring your brand (brand reputation) y Social media customer service y Using the real time web (trending topics) yQ&A

But firstfirstWhat is Social Media

y Social media is media designed to be

disseminated through social interaction, using highly accessible and scalable publishing techniques. Social media uses web-based technologies to transform and broadcast media monologues into social media dialogues. They support the democratization of knowledge and information and transform people from content consumers to content producers. - Wikipedia


y Participatory online media that utilizes

the group to write and direct content, rather than a read-only media.
y Allows for direct contact between



First up Monitoring

Monitoring :: Reputation
y People ARE talking about you (or your

products, services, competition, etc.)
y Do you know what they are saying? y Do you want to know?

Have you heard of #MotrinMoms? #MotrinMoms?

Monitoring :: Tools
y There are many tools out there to monitor the

web. Some free. Some not free.
We will take a look at a few free ones (more likely you¶ll use these), then review some of the paid options.

Many of these tools are listed on the Social Media SharePoint site.

Monitoring :: Free Tools
y Keyword Alerts ‡ Google Alerts ‡ Tweetbeep ‡ Social Mention y Keyword Real Time Searches ‡ Social Mention ‡ Collecta ‡ Backtype ‡ Monitter
More tools are listed on the Social Media SharePoint site.

Monitoring :: Paid Tools
Reputation Management

‡ Radian6

‡ Filtrbox ‡ Trackur ‡ Jodange ‡ BrandsEye

‡ Sysomos ‡ Alterian ‡ HubSpot ‡ Scout Labs

More tools are listed on the Social Media SharePoint site.

Now that you know what they are saying« what are you going to do about it?

Next upupSocial media customer service

Socializing Customer Service
using social media for customer service

Search µComcastCares¶ on Google and you will see case study after case study

Socializing Customer Service
using social media for customer service

Socializing Customer Service

Turn negative into positive?

"Every local business should be listening and learning from the online word-of-mouth conversation customers are having about their business. The smartest local businesses are going one step further by responding online to positive and negative reviews from customers.³

-John Moore, marketing strategist, Word of Mouth Marketing Association

According to the 2008 Study, 93% of social media users believe a company should have a presence in social media and 85% believe a company should not only be present but also interact with its consumers via social media. 56% feel both a stronger connection with and better served by companies when they can interact with them in a social media environment. When asked about specific types of interactions, Americans who use social media believe:

y Companies should use social networks to solve my

problems ± 43% y Companies should solicit feedback on their products and services ± 41% y Companies should develop new ways for consumers to interact with their brand ± 37% y Companies should market to consumers ± 25%

Good Resources
y HOW TO: Use Twitter for Customer Service y USA TODAY Social media like Twitter change customer service

Photo courtesy of Flickr user: xcode

Next upupUsing the real time web (trending topics)

What is the Real Time Web?
y The real-time web is a set of technologies and

practices which enable users to receive information as soon as it is published by its authors, rather than requiring that they or their software check a source periodically for updates. - Wikipedia

Using The Real Time Web
How can you use the real time web? y Twitter Search y Facebook Search y Aforementioned real time search sites (social mention, etc.) y Google Social Search / Trends

Why would you?

Do you know what is happening


Trending Topics
y Twitter trending topics are words, phrases or

topics that get tweeted multiple times. These topics become popular either through a concerted effort by users or because of an event that prompts people to talk about one specific topic. These topics help Twitter and their users to understand what is happening in the world. - Wikipedia

Trending Topics :: Tools

Trending Topics :: Tools

³Some of our news producers set up Google Hot Trends as their home page so they can monitor what keywords are being searched within the hour. If it¶s important on the web, it¶s most likely important to the TV viewer. Our team also monitors the local Twitter trends. Twitter trends breakdown into certain markets, and Washington, DC is one of them. When we tweet, we make sure we use the same popular keywords that people are already using so the chances of them seeing our posts are much greater. For example, there is a trend in Washington, DC for the word ³Pollen´, so we¶d rather use that word than Allergy.´
Patrick O¶Brien- Digital Development Director, W*USA-TV

How will you use the social media and the real time web?

Reference Links
y Google Alerts y y y y y

y Radian6 y y y y y y Tweetbeep Social Mention Collecta Backtype Monitter

y Google Hot Trends: y rends Filtrbox Trackur Jodange BrandsEye Sysomos: Scout Labs Social Talk

Gannett Resources
y Gannett Social Media SharePoint site

y Jodi Gersh,,

y Gannett Monthly Social Media newsletter
(if you don¶t already receive it, email me and I will add you to the distribution list)


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