In November 2015 i held a presentation on "Social media monitoring - Basics, opportunities and limitations" during an international workshop focussed on Social media. These are the slides i used including 2 small cases (#refugeecrisis, foreign social conversations). German description: Im November 2015 habe ich diese englischsprachige Präsentation zu "Social Media Monitoring - Grundlagen, Chancen und Grenzen" im Rahmen eines internationalen Social Media-Workshops gehalten, inkl. zweier kurzer Beispiele (#refugeecrisis, Foreign Social Conversations).

1. Social media monitoring
Basics, opportuni4es & limita4ons
Stefan Evertz / Cortex digital

2. I am...
Stefan Evertz
Digital Consultant (Cortex digital, Cologne)
Topics
• Digital strategy
• Social media monitoring
– Assistance for tool selec4on
– Tool Setup, op4miza4on & analysis
Social media monitoring Stefan Evertz / Cortex digital 2

3. Social media monitoring
Web analy4cs
Social media analy4cs
Social media monitoring
Publishing
Social media monitoring Stefan Evertz / Cortex digital 3
Engagement

4. Social media monitoring
• Usually done supported by tools due to the large
amount of data
• Tools are crawling the web to find all public men4ons
matching the phrase / search query used
• Difference to Google: Google tries to show the most
relevant results, while monitoring tools try to show the
newest results (or based on a provided 4me axis /
4meline)
Social media monitoring Stefan Evertz / Cortex digital 4

5. Never forget...
• Goals
• Strategy
• Channels / plaTorms
• „Facebook is no strategy. “
• „It is no goal to achieve 10.000 fans at
Facebook “
Social media monitoring Stefan Evertz / Cortex digital 5

6. Content strategy cycle
Analy4cs /
Monitoring
(Content)
Strategy
Produc4on /
Publishing
Engagement
Social media monitoring Stefan Evertz / Cortex digital 6

7. Scenarios
• Reference measurement / Buzz
• Iden4fica4on
– Influencers
– Hot Spots
– Topics
– Sen4ment
– Networks
• Engagement
• Publishing
• Op4miza4on / Analy4cs
• Documenta4on
Social media monitoring Stefan Evertz / Cortex digital 7

8. #refugeecrisis (1/2)
• Sedng „Digital refugees“
– Objec4ve: Analyze / an4cipate refugee movement in
Europe
– Most important elements: Smartphone, Wifi / mobile
net, power / electricity
– Research prior to escape using Google / Google Maps
– Used channels / plaTorms: Mostly non-public
(Whatsapp, Other messengers, closed Facebook
Groups)
Social media monitoring Stefan Evertz / Cortex digital 8

9. #refugeecrisis (2/2)
• Cri4cal aspects
– Access to online communica4on not possible (based on
legal / technical issues)
– Limited language coverage (tools / analysts)
– Limited geographical context (geo data)
– Medium to high propability that refugees are „encryp4ng“
their public communica4on (not always inten4onally)
• Reachable objec4ve? No.
Social media monitoring Stefan Evertz / Cortex digital 9

10. Social conversa4ons (1/2)
• Sedng „Regional conversa4ons“
– Objec4ve: Analyze regional / local conversa4ons, e.g.
in order to an4cipate cri4cal topics and situa4ons (to
support missions in foreign coun4res)
– Regionally different internet usage / coverage of
mobile internet
– Regionally different popularity of networks
– Mixture of regional languages (e.g. Pashto / Dari)
Social media monitoring Stefan Evertz / Cortex digital 10

11. Social conversa4ons (2/2)
• Cri4cal aspects
– Access to social media communica4on mostly not possible
(based on technical issues, e.g. Facebook)
– Limited language coverage (tools / analysts)
– Limited geographical context (geo data)
– Depending on region / language high costs for tools and
analysts (commercial tools are focussed on large regions /
language areas)
• Reachable objec4ve? Maybe.
Social media monitoring Stefan Evertz / Cortex digital 11

12. • Stefan Evertz (@hirnrinde)
• Cortex digital, Cologne
• cortexdigital.de
• www.MonitoringMatcher.de
Stefan Evertz / Cortex digital 12/17
Thanks for your alen4on! Ques4ons?
Social media monitoring