The social current: monitoring and analyzing conversations in social media
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Chicago, Ill.
Racom Communications
2013
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Angekündikt u.d.T.: Monitoring and Measuring Social Media |
| Beschreibung: | XVI, 167 S. Ill., graph. Darst. |
| ISBN: | 9781933199429 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804150472373698560 |
|---|---|
| adam_text | CONTENTS
Foreword
vii
Preface
xi
Introduction
xiii
1
Ensuring Better Marketing and Organizational-Public
Relationships (PR)
1
Essential Terms for Chapter
1 1
What The Social Current Adds to Marketing and PR
2
From Persuasion to Conversation
3
The Social Current: Powering New Marketing and
Excellent Organization-PublicRelationships (PR)
4
Producing Authentic Organizations
5
Just the Beginning
6
Making Your Practice Perfect
7
2
Monitoring, Insights and Measurement: What We Learn
from Social Media
9
Essential Terms for Chapter
2 9
Finding the Perfect Tomato for Pasta Sauce: A Brief Primer
on Purposes and Styles of Research
10
Three Key Areas of Listening in on Social Media
Conversations
16
Gaining Feedback on Advertising to Improve Media Buys
and Assist in Message Development
21
So, What Are You Waiting For?
21
Making Your Practice Perfect
21
3
Setting Objectives for Social Media Listening
22
Essential Term for Chapter
3 22
Getting Started
22
Four Actions for Building a Great Social Media
Listening Program: The ID2 Approach
23
Ease Your Way into Listening
31
The ID2 Approach for Our Five Organizations
31
Next Steps: Determine Where to Listen
40
Making Your Practice Perfect
41
4
Selecting the Best Social Media Monitoring Tools
for Your Organization
42
Essential Terms for Chapter
4 42
Buying Factors
43
Evaluating the Right Listening Tools for
Your Organization
49
Filling in the Gaps: Free Social Search and Analytics Tools
50
Human Versus the Machine: A Word on Automated
Analysis
52
Set Your Non-Negotiables
55
Next Steps: Set Up Search Keywords
58
Case Study
4.1—
Selecting Viralheat as the Tool of
Choice for the Direct Marketing Educational
Foundation (DMEF)
58
Making Your Practice Perfect
60
5
Setting Up Your Search Keywords
62
Essential Terms for Chapter
5 62
What is Boolean Search?
63
Setting up Search Terms to Find Conversations Around a
Brand, Industry or Concept
70
Tracking Competitors and Industry Keywords
71
Sample Keyword Lists
72
Next Steps: Set up Alert Keywords and Subcategories to
TrackOpportunities and Threats
79
Case Study
5.1—
How Perceptions Around Specific Words
Help a Company Launch a New Line
79
Making Your Practice Perfect
80
6
Social Media Analysis
82
Essential Terms for Chapter
6 82
The Pitfalls of Automated Analysis
84
The Pitfalls of Human Analysis
90
Finding the Balance Between the Human
and the Machine
91
Creating a Representative Sample Set of
Social Media Posts
92
Creating a Random Sample Set
93
Getting Started with Content Analysis
93
Tagging Social Articles for Context
94
Tagging Social Articles for Sentiment
99
Tagging Sentiment by Topic
101
Tagging Sentiment for Coupon Posts
101
Diving Back into the Data
102
Tying Social Analysis to Other Research and Data Points
104
SWOT Analysis
105
Program Measurement
106
Benchmarking and Ongoing Reporting
106
Setting S.M.A.R.T. Goals
107
Tying Goals to Specific Metrics
108
Begin by Analyzing and Optimizing Your
Own Content
108
Strategic Listening Versus Tactical Listening
109
Case Study
6.1—
How the World s Most Valuable
Social Network Uses Sysomos Heartbeat to
Find Missing Children 111
Making Your Practice Perfect
113
7
Finding Potential Influencers for Your Organization or
Industry
116
Essential Term for Chapter
7 116
Identifying Potential Influencers
117
Identifying Relevant Blogs
119
Think Outside the Box
120
Qualifying Outlets for Relevance
120
Content Relevance
122
Why Research Matters
122
Case Study
7.1—
Helping a U.S. Food Company to
Understand What Consumers Really Want
123
Cases Study
7.2—
A New Online Sports Video
Channel Learns How to Create Engaging
Content and Promote Its Launch to Social Influencers
125
Making Your Practice Perfect
127
8
Presenting Your Findings
128
Essential Term for Chapter
8 128
Data Can Lie
129
Case Study
8.1—
Loudpixel Creates
Infographies
Around Trending Topics in Social Media to
Position Itself as a Market Leader
135
Making Your Practice Perfect
137
9
Using Benchmark Reporting to Identify Potential
Opportunities and Threats
138
Essential Terms for Chapter
9 138
Tracking Potential Customer Service Issues
139
Don t Sound the Alarm Bells Right Away
149
Extra Point: Free Tools for Small Business Monitoring
150
Case Study
9.1—
Omnigon Communications and
Comedy Central Team Up To Make the
Charlie Sheen Roast a Social Event
151
Case Study
9.2—
The Chicago Cubs Launch a Social
Media Monitoring Program to Engage with Fans
153
Case Study
9.3—
Loudpixel Works with a Global Brand
to Identify
154
Trending Topics for On-the-Fly Media Opportunities
Making Your Practice Perfect
155
Conclusion
156
About the Authors
159
Index
162
|
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| isbn | 9781933199429 |
| language | English |
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| spelling | Siarto, Allie Verfasser aut The social current monitoring and analyzing conversations in social media Allie Siarto ; Richard T. Cole Chicago, Ill. Racom Communications 2013 XVI, 167 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Angekündikt u.d.T.: Monitoring and Measuring Social Media Medienkonsum (DE-588)4120719-1 gnd rswk-swf Netzwerkanalyse Soziologie (DE-588)4205975-6 gnd rswk-swf Soziale Software (DE-588)7550143-0 gnd rswk-swf Soziale Software (DE-588)7550143-0 s Medienkonsum (DE-588)4120719-1 s Netzwerkanalyse Soziologie (DE-588)4205975-6 s DE-604 Cole, Richard T. Sonstige oth Digitalisierung UB Augsburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=026071355&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Siarto, Allie The social current monitoring and analyzing conversations in social media Medienkonsum (DE-588)4120719-1 gnd Netzwerkanalyse Soziologie (DE-588)4205975-6 gnd Soziale Software (DE-588)7550143-0 gnd |
| subject_GND | (DE-588)4120719-1 (DE-588)4205975-6 (DE-588)7550143-0 |
| title | The social current monitoring and analyzing conversations in social media |
| title_auth | The social current monitoring and analyzing conversations in social media |
| title_exact_search | The social current monitoring and analyzing conversations in social media |
| title_full | The social current monitoring and analyzing conversations in social media Allie Siarto ; Richard T. Cole |
| title_fullStr | The social current monitoring and analyzing conversations in social media Allie Siarto ; Richard T. Cole |
| title_full_unstemmed | The social current monitoring and analyzing conversations in social media Allie Siarto ; Richard T. Cole |
| title_short | The social current |
| title_sort | the social current monitoring and analyzing conversations in social media |
| title_sub | monitoring and analyzing conversations in social media |
| topic | Medienkonsum (DE-588)4120719-1 gnd Netzwerkanalyse Soziologie (DE-588)4205975-6 gnd Soziale Software (DE-588)7550143-0 gnd |
| topic_facet | Medienkonsum Netzwerkanalyse Soziologie Soziale Software |
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