1. How To Differentiate Between Monitoring and Measuring Social Media with MARSHALL SPONDER

2. Social Media Analytics -Monitoring vs. Listening Marshall Sponder WebMetricGuru.com SocialMediaAnalyticsBook.com MediaBistro - April 6

3. Confusion and Uncertainty abound choosing the right Analytics Providers. Is our purpose to monitor conversation, analyze it, or both?

4. MONITORING vs. MEASURING? Monitor -When you monitor you are keeping tabs on what is already out there as well as the results of your own or others’ activity, collecting the actual information that your research runs across in the form of words and images: tweets, blog posts, comments, photos, videos and audio podcasts. Typically your monitoring entire river of news using the broadest keywords and filtering out little noise as you want to observe all messaging. Measuring - When you measure you are counting, tracking, noticing patterns and trends within information. Analyze the results of what you have monitored in order to help you connect better with your stakeholders and management in a series of charts, graphs and tables that provide insight and overall trending. Typically, measurement requires different keywords searches and clean data for the charts and table as no one is looking at the data mentions – if the data is dirty, the results are mute. Hybrid - Monitoring and Measuring at the same time – more complex – takes deliberate setup to ensure listening data is meaningful for measurement purposes.

6. Marketing Campaigns

7. Competitor Analysis

8. Brand Popularity

9. Market Sentiment

11. Time consuming, tedious

12. Sense there is no way to capture every way some one is going to talk about your product or brand

13. Different platforms drive results that don’t match – lack of precision

14. Different slang/languages/dialects make listening difficult – must understand language

16. Competitive Advantage – (Competitors, Industry, Trends)

17. Marketing Impact – Campaign SOV, Campaign Impact, Campaign Engagement

19. But .. Semantic/Machine learning Platforms cut down on drudge work and improve quality of Listening provided they are set up well

21. Listening often leads to management of data streams and engaging with your audiences through listening platforms and optimizing online content /messaging as a result

23. Keyword Searches have to be accurate/ little or no noise

24. Looking for patterns, benchmarks, insights – no one is actually looking at the data

25. Often can be automated – but should be analyzed by humans

28. Classifying data is best done when profiles are first set up - too hard, manual to do once reporting is set up.

29. Sentiment analysis is best done by humans – when done at all

31. Summary - Recap Monitoring and Measuring Social Media are two different activities – often requiring different topic profiles. Effective Monitoring may be more expensive to do well than measurement when human culling is required. Measurement involves performance benchmarks, KPI’s, Insights – but rarely involves manually culling data – though information needs to be clean for measurement to be effective. Combining Monitoring and Measurement if effective when well set up and maintained. Social Media Listening can be effective for market research and insights, but is only as good as the analysts and systems being used to collect, cull, classify and display the data.

32. For More Information Marshall Sponder www.Webmetricsguru.com SocialMediaAnalyticsbook.com Now.seo@gmail.com @webmetricsguru Publication Date: August 19, 2011

33. Questions?

34. Thanks for joining us!