Social Media Monitoring

Making Sense of your Digital Shadow

Barry Walsh Digital Marketing Executive

Fáilte Ireland Digital Supports Team

Social media is overflowing with Conversation

#Love Brand

Twitter Trend

Loving the bikes in Dublin

Great Irish Holiday,

Great Food

Where is best

Guinness Galway

Any Suggestion on activity

destinations Europe

Looking for Hotel

Cork Ireland

New 7 star hotel in Japan

Best Place in world to SUP

Like / Dislike

Feedback

Customer experience

insight

Lead

Tastes & Preference

Lead

Competitor News

Trend

What is Social Media Monitoring?

Active monitoring of social media channels for information about a company or organisation

Involves tracking of various social media content such as blogs, news sites, micro-blogs such as Twitter, social networking sites (Facebook, Pinterest, etc) video, etc...

Listen React Engage

What should you be tracking?

Campaign specific keywords or hashtags

Keywords to identify potential opportunities (e.g. Buy, Book)

Competitor names

Brand / Company name

Listen for Opportunities

How things can go from bad to worse!

Social Monitoring Examples

Social Monitoring Examples

Turn a Negative into a Positive

Tips on Interacting and Responding

1. Respond to Feedback Both Negative and Positive

2. Be Proactive, Versus Reactive

3. Be as Transparent as Possible

4. Don't Always Jump In

5. Follow Back and Interact

6. Use the Social in Social Media

7. Create Brand Awareness

Social Media Monitoring Tools

Search Track Analyse

Social Media Monitoring tools

FREE TOOLS

Google Alerts

Google Alerts are emails sent to you when Google finds new results that match your search term (e.g. web pages, newspaper articles, blogs) You can use Google Alerts to monitor anything on the web

www.google.com/alerts

1

Likelihood that your brand is being discussed

in social media

Ratio of positive to negative Mentions

Likelihood of repeat mentions

Measure of the range of influence (no of unique

authors divided by total no of mentions)

www.socialmention.com

Search hashtags across networks, including Twitter, Instagram, App.net and Facebook

www.tagboard.com

Cost: Free for monitoring up to 5 platforms (Facebook, Twitter) Paid version starts at approx. €7.50 a month, Enterprise is costed per user

www.hootsuite.com

Why use paid tools?

1. Better Reports

2. Analysis

3. Segmentation

4. Additional Users

5. Extra Features – Sentiment, Scheduling, Sales Intent etc.

Cost: Free and Paid Pro plan starts at approx €15.00 per month 50,000 mentions

www.mention.net

Cost: Free and Paid from approx. €37.00–€370.00 monthly

www.viralheat.com

How often should I be monitoring?

• Daily – Make it part of your regular routine

• Online Strategy Dependent Platform etc.

• Campaign Dependent Note: Most Monitoring tools provide notification service and in some cases push notifications thus allowing you interact or engage when it matters.

Reasons for Short Term keyword Monitoring

1. Events 2. Festivals 3. Service or Offer launches 4. Conferences 5. Seasonal Breaks

What's trending in Dublin now

Event

Hotel – Rugby International 6 Nations

Festivals

Restaurant – Valentines

Conferences

Activity/ Attraction – Holiday /Mid Term

Key Takeaways

Identify the keywords you are going to monitor

Start monitoring using at least one of the tools we mentioned today

Make it part of your daily routine to RESPOND TO EVERY MENTION

Contact Barry

• Email: barry@osd.ie

• LinkedIn: ie.linkedin.com/in/barrywalshdigitalmarketing

• Twitter: @osdbarry

WEBINARS

For details on future webinars please visit http://failteireland.webex.com If you want to register for future webinars email websupports@failteireland.ie

Online Resources failteireland.ie/Market-Your-Business-With-Failte-Ireland.aspx Courses Available failteireland.ie/Business-Supports/Websupports/Events Online Business Tools failteireland.ie/Develop-Your-Business/Business-Tools.aspx

For any other questions, contact the Business Supports

team on 01-8847762

KEEP IN CONTACT

Fáilte Ireland

88-95 Amiens Street

Dublin 1

Ireland

Lo-Call: 1890 525 525