Presentation delivered at Social Media Breakfast 3 –Montreal on June 9, 2010. Presents the why, how, and where of social media monitoring, including several different ways of thinking about it.

1. Social Media Monitoring Isn’t Just
For Monitoring Social Media,
It’s Also For...
SMB MTL 3
June 9, 2009
Mark Goren
PlantingSeeds.ca | SocialMediaMonitoring.ca

2. Characteristics of
Social Media
Perpetual state of dialogue
Opposite of traditional media

3. Your website
This is a story about the
importance of listening
Your web presence

4. Three Ways to Plant Seeds
1. You plant seeds
2. You rely on others to
plant seeds on your behalf
3. It just kinda happens

5. Listening is a catalyst
L
1. Listening
R
2. Responding
I
3. Initiating

6. Listening feeds your efforts
LR I
Listening, Responding, Initiating

7. Know how to listen?

8. +

9. Know where to listen?

11. Know what to listen for?

12. Company name
Company URLs
Campaign keywords
Public facing figures
Brand names
Competitors
Critical industry issues

13. Know why you should
monitor social media?

14. Know why you should
monitor social media?
To guide social media participation,
of course.

15. BUT
Social Media Monitoring Isn’t Just
For Monitoring Social Media,
It’s Also For...

16. Real-time snapshots
Conducting focus group research
Crafting marketing messages
Measuring campaigns
Gaining real business intelligence

17. Other Discussion Points
Start strategically
Back up your searches
Free vs. paid tools

18. ABOUT MARK GOREN
Social Media Strategist specializing in Social Media Monitoring
Since starting my business, TRANSMISSION CONTENT + CREATIVE, I have worked with direct clients, plus advertising and P.R.
agencies in Canada and the U.S, helping them get up to speed on social media tools, technologies and tactics, while preparing them
to add social media programs to their own service offering.
I’ve also lead workshops and presented at different social media conferences, including Social Media for Government in Ottawa
(September 2008, February 2009, May 2009, September 2009, March 2010), the Social Media Summit in Toronto (April 2009), and
the Social Media for Healthcare (October 2009), Social Media for Crisis Communications in Government (November 2009)
conferences in Washington D.C. and the Internet Marketing Conference (February 2010) in Montreal. These presentations range
from social media primers to specific social media monitoring tools and strategic training.
PlantingSeeds.ca, where I blog, has gained attention for its simple explanation of the social web and practical examples of the
medium. As a result of these blogging efforts, I’ve been invited to discuss social media on "Homepage", a weekly technology and
social media related TV show on Toronto's CP24 (April 2009), and guest post across the web.
SocialMediaMonitoring.ca, another online initiative of mine, delivers an easy-to-read explanation of the importance of listening and
its Social Media Monitoring Tool Directory (#smmtd) has often been cited for being one of the most comprehensive lists of
monitoring services on the web.
Previously, I spent over a decade working as a strategic-minded creative at advertising agencies in Toronto, Ottawa and
Montreal.

19. ABOUT MARK GOREN
Mark can be reached:
• By phone: 514-969-1725
• By email: mark@transmissionmarketing.ca
• On LinkedIn: http://www.linkedin.com/in/markgoren
• On Twitter: http://twitter.com/markgoren | http://twitter.com/All4Monitoring
• On Facebook: http://www.facebook.com/MarkGoren
• On Skype: TransmissionCC
You can also read + comment on Mark’s blog:
http://plantingsseds.ca
Or even subscribe:
http://feeds.feedburner.com/planting_seeds

20. Social Media Monitoring Isn’t Just
For Monitoring Social Media,
It’s Also For...
SMB MTL 3
June 9, 2009
Mark Goren
PlantingSeeds.ca | SocialMediaMonitoring.ca