Social Media Monitoring Making Sense of your Digital Shadow
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1 Social Media Monitoring Making Sense of your Digital Shadow Barry Walsh Digital Marketing Executive Fáilte Ireland Digital Supports Team
2 Social media is overflowing with Conversation Like / Dislike Lead #Love Brand Twitter Trend Feedback Where is best Guinness Galway Tastes & Preference Competitor News Loving the bikes in Dublin Any Suggestion on activity destinations Europe New 7 star hotel in Japan Customer experience insight Great Irish Holiday, Great Food Lead Looking for Hotel Cork Ireland Trend Best Place in world to SUP
3 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, microblogs such as Twitter, social networking sites (Facebook, Pinterest, etc) video, etc... Listen React Engage
4 What should you be tracking? Brand / Company name Competitor names Keywords to identify potential opportunities (e.g. Buy, Book) Campaign specific keywords or hashtags
5 Listen for Opportunities
6 How things can go from bad to worse!
7 Social Monitoring Examples
8 Social Monitoring Examples
9 Turn a Negative into a Positive
10 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
11 Social Media Monitoring Tools Search Track Analyse
12 Social Media Monitoring tools
13 FREE TOOLS
14 Google Alerts Google Alerts are s 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
15 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)
16 Search hashtags across networks, including Twitter, Instagram, App.net and Facebook
17 Cost: Free for monitoring up to 5 platforms (Facebook, Twitter) Paid version starts at approx a month, Enterprise is costed per user
18 Why use paid tools? 1. Better Reports 2. Analysis 3. Segmentation 4. Additional Users 5. Extra Features Sentiment, Scheduling, Sales Intent etc.
19 Cost: Free and Paid Pro plan starts at approx per month 50,000 mentions
20 Cost: Free and Paid from approx monthly
21 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.
22 Reasons for Short Term keyword Monitoring 1. Events 2. Festivals 3. Service or Offer launches 4. Conferences 5. Seasonal Breaks
23 Event What's trending in Dublin now
24 Hotel Rugby International 6 Nations
25 Festivals
26 Restaurant Valentines
27 Conferences
28 Activity/ Attraction Holiday /Mid Term
29 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
30 Contact Barry LinkedIn: ie.linkedin.com/in/barrywalshdigitalmarketing
31 WEBINARS For details on future webinars please visit If you want to register for future webinars KEEP IN CONTACT Online Resources failteireland.ie/market-your-business-with-failte-ireland.aspx Fáilte Ireland Amiens Street Dublin 1 Ireland Lo-Call: 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
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