3. Social Listening informs Social Activations
Source: January 14, 2012 http://susanetlinger.wordpress.com/2012/01/14/defining-social-media-listening-vs-measurement/
4. But you need a tool to do Social Listening
efficiently…
8. These terms include (but are definitely not
limited to):
AND – apple AND pie will retrieve all posts containing both words
OR – apple OR pie will retrieve all posts containing either word
NOT – apple NOT pie will retrieve all posts containing the word apple unless
they also include the word pie
“exact phrase”- “apple pie” will pull back all posts talking about apple pie but
not posts discussing apples and pies separately in the same post.
Wildcards - air* would yield airport, airline, airfare
Compound Searches - pie AND (apple OR peach OR cherry) the search will
capture all posts that mention the word pie and at least one of the three words
Proximity – “apple pie”~5 will capture all posts that have both terms within five
words of each other
Source: Visible Intelligence
25. Natural Language Processing
Source: Netbase
Natural Language Processing
I know Listerine kills germs because it hurts.
Text Analytics
I know Listerine kills germs because it hurts.
Keyword Search
I know Listerine kills germs because it hurts.
(brand) (positive benefit) (reason)
(negative words) (negative word)(brand)
(keyword) (keyword) (keyword) (keyword) (keyword) (keyword)
27. Put the project in writing. Having the brands
and categories you are supposed to be
analyzing upfront will save time and stress later
28. Plan ahead. Social listening is often more
time consuming than you think
29. Clean the data. Do not accept your first pass at
building queries or the data they pull. Be
prepared to conduct constant updates
30. Own your insights. Ideally you will be the one
presenting this information and you have to
feel comfortable enough with it to defend
your conclusions, usually off the top of your
head
31. Conduct manual research. Social listening
tools are far from perfect or even precise.
While they may offer up the initial data, it is
best to supplement with other relevant info
32. Provide concise conclusions. Always focus on
the key takeaways and actionable information
for your client, since this often the most valuable
part of social research.
33. Determine trends. Knowing the latest about a
brand and/or category will help you provide
the most useful conclusions and demonstrate
that you are a subject matter expert