1. Social media measuring and
monitoring tools
Submitted By : Group 23
Varun Mohan www.varunmohan.in
Mannat Wadehra www.mannatwadehra.info
Rasika Sampath
www.rasikasampath.com
Harleen Kaur Wahi www.harleenwahi.in

2. Sure, you’re on Facebook. Twitter, too.
Maybe you have a blog!!!
You put a lot a lot of work into keeping them fresh
and updated with pertinent, interesting posts. But
aside from the few comments you get now and
again, how do you know if anyone is listening to
what you have to say?

3. You need to Monitor Social Media If..
 you are responsible for managing your company or client's brand communications
 you are a small / medium business owner and you need to measure your own brand
value
Why do you need to Monitor your Online Reputation?
 what others say about you is very important - and is not restricted to what you say
about yourself.
 if you do not monitor the social media activity for the contents shared by you and
online engagement with your brand across the web, you cannot understand or
manage its impact
What are the benefits of using a Social Media Monitoring Tool?
 Social media tools can make your life a lot easier by filtering all the relevant data on
the web and using metrics to give you an objective view of your brand positioning.

4. To be discussed
Nature of social media

Why Measure

What are Metrics and Measurement

Challenges in Measurement

Sample Attributes

Key Attributes

Key Capabilities to Success

Sample Tools and Vendors


5. Nature of social media

Easy-to-access tools

Myriad forms: Blog, Podcast, Social networking site etc.

Conversations from the crowd globally and instantly

Epidemic nature
“Ideas and behaviour and messages and products sometimes behave
just like outbreaks of infectious disease. They are social epidemics.”
The Tipping Point

6. Why Measure?
Consumers: Intimate conversations with long lasting impact
−
Influence brand and corporate reputation
−
Affect buying and purchasing cycle
Marketers:Track the ROI - Return on Influence
−
Create and adjust strategy
−
Justify marketing spend
−
Manage (and preventing) crises
−
Monitor the “reach” of campaigns, and myriad others

7. Metrics
i.e. attributes, the key concept is the determination that any organization
needs to make about which factors are important to understand.
Measurement
The process of taking these metrics or attributes and determining how
they are impacting (or are being impacted by) the actions of an
organization, such as a marketing campaign (internal) or a crisis (external).

8.  Traditional Web Metrics alone can not fully track the tone,
perception, and nuances within these conversations.
 Highly subjective and flexible measurement goals increases difficulty
in standardizing measurement process.
 Conversations which may impact you are everywhere on social
media platforms.

9.  Analytics and activity
 Community activation/ Call to Corporate Marketers
action
 Conversation Index 
Participation and engagement
 Demographic/who
 Reach 
Sentiment, tone, or favoribility
 Relationship and connections
 Relevance Bloggers and Marketing Consultants

Influential Ideas (Memes)
Key Attributes

10. Participation and engagement
 Similar to Conversation Index, but suggests something deeper
 Not only responds to a message but acts on it as well
 Unique visits? Yes but not enough
 How long do they stay?
 What else do they read?
 How the clickstream((i.e., the “path” a user takes through a Web site) looks like?

11.  Not just an audience or demographic is responding to an issue or a message, but
what is the tone or sentiment associated with that response?
 Is it “positive,” “negative” or “neutral”?
 This looks simple but can be complex.
 Content that is ironic or sarcastic can be misconstrued by analysis that evaluates
language too literally, or by an audience or reader whose interpretation can be
subject to regional or cultural biases.

12.  A “meme” refers to an idea or discussion that grows and spreads from individual
to individual into a lengthy chain of commentary.
 This attribute means the “intensity” or “velocity” of the spread of an idea or
message over time.
 How long does a message (or marketing campaign, or issue, etc.) remain in the
arena of public opinion and interaction?
 Whether in a corporate or consumer environment, the goal of a blogger (or
PR/marketing campaign) “should be looking for what we call ‘igniters’ – that is,
people who can, by virtue of a single post, ignite a long chain of dialogue and
conversation across multiple blogs,

13. • Access to a broad and diverse content set to capture “long tails”
• Technological resources
• Services, to develop reporting and context for the data
• Expertise, either in-house or outsourced

14. Sample Tools and Vendors
Free simple monitoring tools
Brand Image Measurement Tool
by Waggener Edstrom Worldwide
Click here
here