The First Stepsfor Social MediaMonitoringA Beginner’s Guide
03The need for knowledgeanalysis and proof ofsuccess05The 5 steps for successfulsocial media monitoring07Step 1 - Find what you arelooking for10Step 2 - Monitor firstresults to see the bigpicture12Step 3 - Filter to findrelevant results28Step 4 - Uncover actionableinsights with effectiveanalysis22Step 5 - Spread knowledgewith good reportingTALKWALKER CONTENT
The need forknowledge,analysisand proof ofsuccessAnyone who is active on the social web needs - generallyspeaking - three things:1. Knowledge: About the topics which are relevant to yourtarget group(s) and where the discussions are takingplace.3. Proof of success: Social media communication is notan end in itself. You have to prove the value of yourwork and show that you achieved predefined goals.3TALKWALKER 2. Analysis: Raw data is of little use. You have to ask theright questions in order to get meaningful answers.
THE NEED FOR KNOWLEDGE, ANALYSIS AND PROOF OF SUCCESSSocial media monitoring and analysis tools can help youwith all of the above. But to achieve your goals there is a fargreater need than simple observation of the online mentionsof a company name or brand. You need a reliable system foryour social media monitoring, which will use the full potentialof your tool and display the gained knowledge, analysis,results, and finally accurate proof of success in a consistentway.Let’s start where every communications project should - thesystematic planning of your project.TALKWALKER In the following pages we will guide you step-by-step throughthe design process of a social media monitoring project.4
TALKWALKER The 5 stepsfor successfulsocial mediamonitoring5
THE 5 STEPS FOR SUCCESSFUL SOCIAL MEDIA MONITORINGThe process of a setting up a social media monitoringproject can be divided into five key steps. Great careshould be taken in planning each.Step 1: SearchThe starting point of any social media monitoring project isdefining the keywords and particular social feeds you wantto monitor. A wide range of search operators can be addedto your search queries to ensure that you only get relevantresults.Step 2: MonitorWith your search queries set, simple monitoring can beginwhich will show you the volume of mentions and how thishas fluctuated over time.Step 3: FilterOnce your results are coming in, it’s time to filter to findrelevant insights. Results can be filtered by country,language, sentiment, Twitter follower numbers and much,much more. Customizable filters are also availableStep 5: ReportWith your analyses completed and key insights identifiedreports should now be sent to management, internal teams,clients and other stakeholders as proof of the resultsachieved.6TALKWALKER Step 4: AnalyzeWith results filtered to include only the most relevant,analysis can begin. Look at demographic insights, compareresults by media type, understand increases in mentions andsee how certain posts went viral.
Step 1TALKWALKER Find what youare looking for7
STEP 1: FIND WHAT YOU’RE LOOKING FORMany users of social media monitoring tools start by typingthe name of a company or a product in a search profile andleave it at that. By doing this, they are essentially wastingalmost all of the tool’s potential. For that kind of simple namesearch, a search engine would usually be sufficientHere are some of the key topics to search for as a first step:example of search query for Air FranceCompany Name – make sure to search for all variations,common spelling errors and social media handles.Key People – keep track of online mentions of your CEO,board members and other senior management as well astheir social media accounts if applicable.Industry Keywords – monitor the social and onlinediscussion around keywords linked to your business tounderstand the key issues the industry is facing and getideas for market positioning.8TALKWALKER Competition – keep an eye on your competitors tobenchmark your performance and see what’s working andwhat isn’t for companies in a similar industry.
STEP 1: FIND WHAT YOU’RE LOOKING FORWith the help of social media monitoring, you will be ableto find the places on the web where these topics are beingdiscussed and after more detailed evaluation, also therelevant influencers.TALKWALKER Take the time to write down your search terms and to fullytest the accompanying search input with your social mediamonitoring tool. Using simple search operators (calledBoolean Operators) like AND, OR and NEAR/X, searches canbe refined quickly and easily. For more on search queries andBoolean operators take a look at our blog.9
Step 2TALKWALKER Monitor firstresults to seethe big picture10
STEP 2 - MONITOR FIRST RESULTS TO SEE THE BIG PICTUREThis first level of monitoring is very simple and is essentiallyjust a way to quickly get a first overall picture and an idea ofhow the search queries created in step 1 are working.Monitoring goes beyond a “snapshot” of a specific momentin time. The most common charts used by all professionalsocial media monitoring tools are trend charts which showthe frequency of social media mentions.With them, you can identify and document trends over acertain period of time. Outliers, in an otherwise consistentflow, are indicators of special events.Dior trend analysis shows major spikeIn each case it is worth taking a closer look at individualresults while observing mention trends.The key thing to remember at this stage is that this ispurely a first look to get an idea of how your topics andkeywords are performing. To get accurate results we needto move on to the next step.11TALKWALKER There can be many reasons for an outlier over a long-termtrend. A successful social marketing campaign, a majorpress conference, a new TV spot or on the negative side,accusations levelled at the company or an employee. Socialmedia monitoring tools can quickly show you when a majorevent has occurred.
Step 3TALKWALKER Filter to findrelevant results12
STEP 3 - FILTER TO FIND RELEVANT RESULTSEven the most accurate search with tested keywords andmultiple exclusions will generate irrelevant results. But onlya clean stock of search results can make further analysisuseful and successful.In order to ensure quick and consistent qualification ofresults, it is important to determine the evaluation criteriabeforehand. This is a particularly important step of theprocess and Talkwalker’s wide variety of filtering optionsallow for flexibility and extensive customizing options.3.1. Language & Country/RegionIt is rarely necessary to search the whole social web. Youshould therefore only select the language(s), countries andregions that are relevant to your project.TALKWALKER Examples of filters for results13
STEP 3 - FILTER TO FIND RELEVANT RESULTS3.2. Media Types & Source PanelsNot every website, source or media type will be relevant. Forexample if you’re only interested in monitoring the effectsof a Twitter campaign, there may be no need to monitorYouTube channels. It is therefore advisable to excludesources that are not relevant or of poor quality.Conversely, certain sources will be more important thanothers. These can be included in a pre-defined sourcepanel, which can be very useful for setting goals for specificcampaigns.TALKWALKER For example from a PR perspective one goal could be: “Intime period X the client’s product shall be discussed by 80%of the blogs that their target group has defined as the Top30 relevant blogs”. The Top 30 blogs can then classified ina separate source panel, allowing the user to quickly checkresults within this specific subset.14
STEP 3 - FILTER TO FIND RELEVANT RESULTS3.3. Influence & RelevanceWith the number of global social media users increasingall the time, the impact of influencers is getting ever moreimportant. The ways of determining influencer impact varyaccording to the platform being measured.Together with other factors, such as the frequency ofinteraction with the content of a source, relevancy can becustomized to meet particular needs.15TALKWALKER For example, while a Twitter user’s influence may bedetermined by a combination of their followership and theirlevels of engagement, for an online news site or blog page,views may be a better measure of impact.
STEP 3 - FILTER TO FIND RELEVANT RESULTS3.5. SentimentSocial media monitoring is at its best when it takes intoaccount both quantitative and qualitative factors. The mostcommonly used qualitative factor, which is also integratedas a feature in most social media monitoring tools, is thesentiment or “mood” of an article.Use sentiment to track brand reputationThe sentiment is derived by analyzing the tone and attitudecontained within the text of an article or mention. Aclassification of positive/neutral/negative is generally used.TALKWALKER When using sentiment filters to monitor a crisis for example,results should be checked carefully to make sure they havebeen assigned correctly. A strong social media monitoringtool should provide tools to help with this process.16
STEP 3 - FILTER TO FIND RELEVANT RESULTS3.6. The RestSocial media monitoring tools offer many others ways todivide and filter results from including only results fom peoplewith a certain number of Twitter followers and videos withover a certain number of views, to proximity filters that allowyou to look for only results where, for example, your brand ismentioned in close proximity to a specific keyword like “best”or “scandal”.TALKWALKER Time should be taken to filter and clean results to ensureeffective monitoring. For more information on all the differentways this can be done, take a look at the Talkwalker UserManual.17
Step 4TALKWALKER UncoverActionableInsights withEffectiveAnalysis18
STEP 4 - UNCOVER ACTIONABLE INSIGHTS WITH EFFECTIVE ANALYSISWith your keywords identified, basic monitoring underwayand filters implemented, it’s time to find insights. That’swhere analytics comes into play.What you need will vary significantly depending on your usecase, but here are a couple of examples.Theme clouds show topics linked to your brandTheme clouds are ideal for understanding the general topicsand themes linked to a brand, topic, keyword or hashtag.Influencer TablesInfluencer tables help you to understand which websites,blogs, Twitter accounts, Facebook pages and more are themost influential commentators about a brand, product orindustry.19TALKWALKER Talkwalker’s unique Smart Themes feature also allowsyou to only see, for example, public figures or brands in thecloud. Customized theme clouds can help you to see howoften keywords pivotal to your brand are being mentionedalongside your social and online presence.
STEP 4 - UNCOVER ACTIONABLE INSIGHTS WITH EFFECTIVE ANALYSISDemographicsDemographic data such as the languages, countries andeven gender breakdown of social discussion helps to geta clearer idea of where social discussion is taking place.Such insights can help companies target campaigns andcommunications more effectively and understand where theyhave the most influence.Sentiment BreakdownSentiment breakdowns are ideal for getting a quick ideaof the potential scale of a crisis and can also be useful formeasuring public reaction to a new campaign.DashboardsThe primary function of dashboards is to allow you to see theanalytics that matter for you in a layout that makes sense.Having clear, intuitive data visualizations is a key element ofgood analysis. Both pre-set dashboards - like Talkwalker IQApps - and customizable dashboards help you to see all themetrics and analytics you need in one place.TALKWALKER Virality MapsVirality maps help youunderstand why andhow a particular post,tweet or article spreadacross social mediaand online. The mapshows where and whenmessages spread andwhich sources weremost important inhelping them spread.20
STEP 4 - UNCOVER ACTIONABLE INSIGHTS WITH EFFECTIVE ANALYSISSpike AnalysisSpike Analysis involves focusing on particular spikes inmentions and then drilling down into the data to understandwhy such an event occurred.TALKWALKER This type of analysis is particularly useful to understand thecauses of a crisis, why certain campaigns were successfuland to better understand the types of posts, stories andcampaigns that capture the social public’s attention.21
Step 5TALKWALKER SpreadKnowledgewith GoodReporting22
STEP 5 - SPREAD KNOWLEDGE WITH GOOD REPORTINGOnce insights have been uncovered the final step is reporting.Having good reporting functions is critical as they not onlyallow you to distribute insights to all relevant stakeholders,being able to create reports quickly helps to save around 40%of the time needed for analysis and reporting according toclient tests.Good reporting helps to prove the success of campaigns tomanagement whilst also ensuring that multiple teams canstay aligned and up-to-date using the same data.23TALKWALKER In Talkwalker, all relevant charts/graphs can be selected forinclusion in a report and then scheduled on a daily, weekly ormonthly basis. Creating alerts based on irregular activity alsohelps to warn you of an impending crisis or an unexpectedpositive event.
STEP 5 - SPREAD KNOWLEDGE WITH GOOD REPORTINGSocial media monitoring can help brands, companies andorganizations of all sizes and in all sectors, but to do it right,some basic steps should be followed.The 5 steps we’ve outlined will help ensure that your socialmedia monitoring projects start off on the right foot.1. Search: Work out what you’re looking for2. Monitor: Take a first look at the results3. Filter: Refine those results to find the most relevant for yourneeds4. Analyze: Use a variety of analytics functions to find theinsights you need5. Report: Spread knowledge to all key stakeholders throughgood reportingOnce you have the basic steps covered, the possibilities arelimitless - from working out the ROI of your influencer marketingto finding key insights