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10 Steps for Successful Social Media Monitoring. Maria Ogneva is the Director of Social Media at Attensity, a social media engagement and voice-of-customer platform that helps the social enterprise serve and collaborate with the social customer. You can follow her on Twitter at @themaria or @attensity360, or find her musings on her personal blog and her company's blog.

Recently I wrote about the differences in social media monitoring and measurement, as well as the importance of doing both. However, taking the first step to actually start monitoring can be daunting. And then what? How do you act on what you find when listening? How do you engage? To ensure that you are successful in your monitoring and measurement efforts, here are some definitive steps you should follow. I've developed these throughout my career and as part of my regular listening, participating and contributing to the space. 1. Why are you monitoring? 2. Social media is relationship and conversation media. 3. 4. 5. 6.

How does data flow? 7. 8. 9. 10. Why Social Media Monitoring Tools Are About to Get Smarter. Jim Tobin is president of Ignite Social Media, where he works work with clients including Microsoft, Intel, Nature Made, The Body Shop, Disney and more implementing social media marketing strategies. He is also author of the book Social Media is a Cocktail Party: Why You Already Know the Rules of Social Media Marketing. Over the last three years, social media marketers have gotten a lot more sophisticated about the programs they deploy and how they’re measured. Platforms like Sysomos and Radian6 have become vital tools in understanding not only the social universe in which you operate, but how that universe responds to your brand. But for all of our success, we’re still largely entering strings of Boolean variables into a tool and waiting for matching results to roll in. Most tools have added sentiment processing, but that clearly has a long way to go. Beyond sentiment, however, how are these tools going to evolve to provide more insights?

The answer is with math. Depth vs. HOW TO: Track Social Media Analytics. Social media is a relatively new phenomenon, but Delicious, Digg, StumbleUpon and other social media websites have become an increasingly important source of website traffic. This also creates a massive demand for data related to social media. Where are users coming from? What topics excite them? These are questions that, when answered, can be the difference between a successful website and a failed social media campaign. But social media analytics is young, and not many people know where to start. Understand what you want to track As with most things in life, you can't conquer what you don't understand, or at least what you haven't really thought about.

What is your goal? You're going to focus on traffic statistics if you're tracking social media website engagement, while if you're tracking a wider campaign, Twitter response and positive comments might be a more appropriate metric. Optimize your existing analytics software Add new analytics tools Aggregate your analytics Analyze and engage. A Klout Score for Brands? Net Promoter Creator Adapts to Social Media.

Net Promoter, a mainstay of marketing measurement, is being adapted to the social media age with a Klout-like rating system based on the ratio of pro and con opinions on Twitter and Facebook. Its new product called SparkScore was announced Thursday by Satmetrix, the company that created Net Promoter. Like Net Promoter, SparkScore will rate companies on a -100-to-100 scale. Determining sentiment from social media is much trickier than the straightforward Net Promoter score, which is based on surveys. However, Satmetrix is working with Metavana, which will provide a "rigorous and reliable sentiment engine" on which to analyze sentiment, according to a press release from Satmetrix.

Laura Brooks, vice president of research and innovation at Satmetrix, says that Metavana will read words like "excellent" and "superior" and put them in the "promoter" category. What do you think? Can online sentiment be tracked accurately? Image courtesy of iStockphoto, OrangeDukeProductions.

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Upload & Share PowerPoint presentations and documents. Social Media Sentiment: Are You Hot or Not? Welcome to Metrics Monday, a recurring series where I'll cover a particular digital marketing metric each time. I'm kicking things off today with Social Media Sentiment.

Do you know what the Web is thinking? If you don't now, you ought to. So-called "sentiment analysis"—also sometimes referred to as "opinion mining"—analyzes social media, news, and research content such as tweets, likes, posts, updates, discussions, product reviews and more. The goal: extracting meaningful data measurements from the subjective opinions, feelings and attitudes surrounding a given brand, topic, or keyword. Paying Attention to Sentiment Big brands have been paying attention to sentiment analysis for a number of reasons: Virtual clout: Through social networking and consumer generated content, opinion-sharing has become a form of virtual clout through which businesses can measure themselves.

Free Tools to Monitor Sentiment To get started, take a test spin using some of the free tools below to take a test spin. PeopleBrowsr Launches Deep Social Analytics Platform. PeopleBrowsr has launched Playground, a deep social analytics platform designed to be an all-in-one social media solution for the enterprise. PeopleBrowsr Playground takes the company's current platform offerings (as well as some new ones) and reorganizes them into four key sections: Analytics, Grid, Search and Engagement. Each of these sections is supported by the company's datamine, which has 1,000 days' worth of Twitter data related to demographics, hashtags, keywords and geolocation. Here's a description of Playground's four components: Analytics: The PeopleBrowsr Analytics platform is the core feature of Playground. Managing all these various analytics platforms is a chore to say the least, so PeopleBrowsr has also unveiled two tools for organizing and customizing Playground.

Playground, like PeopleBrowsr's other offerings, is designed with the power user in mind. We've included a set of screenshots from PeopleBrowsr Playground so you can see the product for yourself.