Chapter 7: Social Buzz and Viral Phenomena: Part D

Web 2.0 and Social Media for Business

Roger McHaney, Kansas State University

Tracking Social Interest• Use of social media is inexact • Creating content and posting it can be controlled but what

happens after is not predictable• What may happen with postings or community interaction

can be derived by tracking social interest• Tools have been created to help monitor social media

activity and detect the attitude toward a brand, product, or organization

• Social interest tools are competing for leadership and use a variety of approaches

• Each tool provides different social measures

Tracking Mentions

Mentions can be posted to a service such as Scoop.It

(www.scoop.it)

Challenges of TrackingTrying to track every social media mention related to an organization can be daunting and may not be completely possible. The combination of keywords, abbreviations, foreign language translations and so forth makes it very hard to anticipate every way an organization, brand, product, employee and related entity might be mentioned by anyone, anywhere. Budgetary constraints are a reality for all businesses and impact tracking efforts.

Trackable Links Provide Analytics

Social Mention

Web site-based social media search and analysis platform that aggregates user generated content into a single stream of information

Social Mention (con’t)Monitors more than 100 social media Web sites including Twitter, Facebook, Digg, WordPress, Google, and YouTube. Its sources come from blogs, microblogs, bookmarks, comments, events, images, news, video, audio, Q&A, and networks

Social Mention provides measures of passion, of whether the mentions are positive or negative, and which keywords are most related to the mentions

Mention.net

Mention.net is a platform for measuring social media buzz in real time. It downloads to a PC or Mac rather than running from within a browser.

Mention.netMention provides a variety of free and paid services for businesses. It monitors social and traditional media, and provides smart, anti-noise technology. Users ‘teach’ system to ignore particular types of mentions that are not of interest. Mention provides the ability to send out live alerts and to automate particular action (e.g. retweets or reposting material)

Mention.net Web site

Whostalkin.com

WhosTalkin.com is a new social media buzz search tool. Permits users to track topics tailored to match business interests. Uses blog entries, Twitter mentions, news stories, images, audio clips, videos, tags, social bookmarking services and other social media.

Klout – Influence Measure

Klout takes a different approach to understanding social buzz by developing a measure of online influence. It provides insight on the following (Klout, 2012):  Do others trust your opinions online?What topics are you the most influential on?How do you compare with your friends? 

Klout – Influence Measure

Klout uses metrics from interactions within Twitter, Facebook and other social media. Then looks at reach (e.g. audience size) and amplification (e.g. how others reuse and interact with posted material and tweets) and network (measure of connected community’s overall influence).  

Klout Analysis

Klout provides data regarding connections and allows a business to understand who they influence or who their competitors influence. Understanding how online information flows and which sources provide the most influence becomes possible. This can become excellent business intelligence that will help guide the direction of future social interactions.

Social Interaction Style

Other Measures

Other Measures (con’t)

SummaryViral activity can result in a ripple effect where a Tweet is passed in ever-widening circles.

Social media such as StumbleUpon and Reddit can enable even broader exposure to posted content.

New visual and mobile device focused content can be posted on social media Web sites such as Tumblr, Pinterest, and Foursquare.

Businesses are interested in understanding viral phenomena and how particular content is received, discussed, and used by its stakeholders.

Social media buzz measurement tools can provide metrics and benchmarks for determining the types of posts, comments, videos, and content which exert the most influence.

Tools such as Social Mention, WhosTalkin, Mention, and Klout decipher the complexities of social media activity and provide a framework to enable businesses to better target their communications and improve effectiveness.

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Slides Prepared by Professor Roger McHaney Kansas State UniversityTwitter: @mchaneyBlog: http://mchaney.comEmail : mchaney@ksu.edu