Learn how to build a social media monitoring dashboard to monitor online conversations with free tools and services. A newer version of this course is available at http://complysocially.com/online-social-media-training/social-media-monitoring/
A newer version of this course is available at http://complysocially.com/online-social-media-training/social-media-monitoring/
Find out what previous attendees of Eric Schwartzman's social media trainings have to say about his courses.
A newer version of this course is available at http://complysocially.com/online-social-media-training/social-media-monitoring/
Learn to use Google Advanced Search to author complex boolean queries.
A newer version of this course is available at http://complysocially.com/online-social-media-training/social-media-monitoring/
Learn the concept of filtering social media content by keywords phrases.
A newer version of this course is available at http://complysocially.com/online-social-media-training/social-media-monitoring/
Social media monitoring is very different from mainstream news media monitoring. Learn the concept of monitoring online conversations.
A newer version of this course is available at http://complysocially.com/online-social-media-training/social-media-monitoring/
Learn keyword discovery and keyword validation techniques using Google Related Searches and Google Insights for Search.
A newer version of this course is available at http://complysocially.com/online-social-media-training/social-media-monitoring/
Learn how to lower the signal to noise ratio by focusing your keyword phrases with modifiers to splinter the results.
A newer version of this course is available at http://complysocially.com/online-social-media-training/social-media-monitoring/
Keyword monitoring strategy is not one size fits all. Learn to match your keyword filtering approach to the social network you're monitoring.
A newer version of this course is available at http://complysocially.com/online-social-media-training/social-media-monitoring/
Learn all about real simple syndication and find out how to use RSS for social media monitoring.
A newer version of this course is available at http://complysocially.com/online-social-media-training/social-media-monitoring/
Overview of six popular social media monitoring platforms.
How to build a custom news feed and subscribe to it in your social media monitoring dashboard to maintain ongoing access to news clips and articles by keyword phrase.
Feedly: Monitor Blogs, Podcasts and Topics
Feedly: Tweaking the Look and Feel
Feedly: Sharing to Social Networks
Netvibes: New Account Set-up
Netvibes: Adjusting the Look of Tabs and Widgets
Netvibes: Adding Widgets to Blank Tabs
Netvibes: Category Widgets and RSS Feeds
Netvibes: Sharing to Social Networks
Netvibes: Mobile Web Access
Netvibes Premium: Analytics
Netvibes Premium: Importing and Comparing Data
Netvibes Premium: Custom Dashboards
Recorded Future: Intro to Predictive Analytics
Recorded Future: Analyzing Regional Risks
Recorded Future: Accessing Shared Visualizations
Recorded Future: Annotating and Sharing Report
Radian6: Finding Conversations and Influencers
Radian6: Third-Party Filters
Radian6: Engagement Console
Traackr: Engineering Tipping Points
Traackr: Finding, Following and Engaging Influencers
Traackr: Custom Influencer Lists
Traackr: Analysis and Reporting
Social media monitoring has emerged as the first step in any effective social media marketing or social media ROI initiative. Even traditional market research firms like Nielsen are offering integrated solutions for listening to online conversations. If youre looking to update your understanding of sentiment analysis, social media monitoring ethics or natural vs. computational language processing, this audio resource is for you.
Topics discussed:
01:09 -- Listening to social media through conversation mining, and working with clients from a management consulting perspective to help them reorganize their operations to take advantage of actual customer feedback collected on the web.
02:10 -- Changing the marketing and public relations model to recognize how social media is causing organizations to integrate all areas of the company into the conversation.
02:44 -- The delineation between conversation mining and news media or social media monitoring or raw pipes versus versus intent modeling, sentiment and geo-data.
04:31 -- The different types of listening solutions organizations use and how the very based on the specific needs of the customer.
05:08 -- Translating raw data into meaningful business intelligence through Converseon's proprietary listening platform.
06:20 -- How to become a listening organization for sustainable business advantage.
07:08 -- The three components of listening: what yo what the was thoroughly legal service infusing the value of social across the entire enterprise for sustainable differentiation, securing the right technology listening platform.
NOTE: According to Key, HP has says that listening integrated into customer service has saved them $10 million in call center costs, and P&G says that through social media and listening, over 50% of its innovation is coming from outside of the company.
09:01 --Using work flow software with pre-configured rules to manage the distribution of information mind on social networks to the appropriate departments within the organization through social media analytics software.
10:02 -- The benefits of capturing outcomes from a legal perspective so that legal and regulatory compliance are satisfied.
11:01 -- The importance of securing a persistence listening platform to support ongoing conversation mining throughout the enterprise.
12:17 --The organizational and business change components required to ensure discoveries and insights surfaced through listening are delivered to the appropriate departments to increase customer satisfaction and improve performance.
13:01 -- Work flow integration with CRM tools and social media training.
14:14 -- importing existing measurement from legacy systems to preserve prior findings through platform migration.
15:00 -- The real challenge of listening from a technology perspective, capturing conversations and cleansing content for relevance.
15:51 -- The seven layer hierarchical pyramid of data: Raw Data, Cleansed Data, Baseline Analytics, Black Box Analytics, Human Analysis, Internal Customer Data Integrated with External Data (social CRM), and Business Intelligence.
21:01 -- Whether or not businesses can use social graphs to determine the importance of conversations and participants.
22:02 -- Why influence and sentiment need to happen at a customer and a vertical business level.
24:24 -- Determining the social impact of US Pres. Barack Obama this Cairo speech on global issues, Hezbollah's defeat in Lebanon and the electoral protests in Iran.
27:07 -- How the Obama administration is evaluating and applying the merits of conversation mining to achieve its broad objectives.
27:36 -- Implicit the importance of explicit, metaphor, neologism, images, dialects in conversation mining, and qualifying conversation participants by the choice of term they employ.
30:17 -- Key responds to a comment made by Mark Wiener in a previous episode, in which he said computers can't tell the difference between I love Toyota and I love anything but Toyota.
30:42 -- Why we are still 10 years away from accurate artificial intelligence, why humans are an essential part of listening and why you should beware of any listening provider that claims 90% accuracy.
33:55 -- End
In this audio resource, Sarah talks about why #journchat took off, the Twitter apps she likes best for moderating her weekly chat on Twitter, best online reputation management practices for tweeting on behalf of brands and how early adopter brands can use micro blogging for corporate reputation management, crisis communications, social media optimization and lift search engine rankings.
2:49 Sarah Evans on Twitter apps Tweetchat and Tweetgrid, two online social networking services designed for participating in group discussions on Twitter, which one she likes better and why?
3:42 Sarah Evans on using Twitter apps for group messaging to block spammers from Twitter chats.
4:15 Sarah Evans reveals her biggest surprises about moderating her weekly Tweet chat.
5:34 Sarah Evans on the size of the community shes built from moderating #journchat weekly.
6:43 Sarah Evans on how and why #journchat grew so quickly on the Twitter instant messaging platform.
8:02 Sarah Evans top three tips for leveraging social media to launch a successful, recurring online social media PR event.
9:15 Sarah Evans on the level of support she received through the Twitter social networking platform when she first introduced #journchat, and how it served to validate her social networking event.
10:21 Sarah Evans on social media strategy considerations for organizational communicators, branded Twitter accounts and personal Twitter accounts.
12:37 Sarah Evans on best online reputation management practices for disclosing who the organizational communicator(s) behind a branded Twitter account are.
15:40 Sarah Evans on pitching news stories to journalists and other media relations techniques via Twitter.
18:42 Sarah Evans on social media PR strategy and social media engagement.
19:45 Sarah Evans names the companies she thinks are doing a good job leveraging social media for communications.
21:15 Sarah Evans on where were headed and future growth prospects for social media and online social networking.
22:57 Sarah Evans gives out her Twitter ID and shares the best way to reach her.
24:04 -- End
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Cindy and Martin sat down with On the RecordOnline in DC at the PRSA International Conference.
Show Notes:
2:41 Media monitoring is just the first of four product elements built by Dow Jones for marketing and PR customers that fall under the acronym MADE (for communications success). M is for media monitoring (Factiva tradition), A for analysis (Dow Jones Insight, listening platform covers social media research and analysis), d for discover (research-on-demand services for issue discovery) and E for engagement via internal communications (a newsletter publishing platform called Editorial Workbench) and external communications (Dow Jones Media Relations Manager, a news-enabled media contact database).
4:39 Reputation management forms the core of Dow Jones value to its client Amway, which uses the Dow Jones product suite to run a reputation study based on real-time conversations in Russia, China, Japan and Germany. Social media strategy for the company is then shaped by observation of the human-technology mix and culture in each market.
5:54 Web 2.0 research now represents a main method by which Amway achieves opinion mining in the search for brand misperceptions. As the grandfather of direct selling, Amway and its PR function are continually grappling with the traditional misperception that the company represents a pyramid scheme. The later phrase continues to represent a central keyword in Amway/Dow Jones complex searches along with strategic qualifiers.
7:23 Sentiment analysis efforts must be efficient to be valuable, a fact that has required Dow Jones technologies to become ever better judges of relevancy. Without combining the technology with real people in each country, especially as a company seeks to listen to conversations in several languages, true relevancy cannot be measured. Google Translate and Tweetdecks translation tools have value for a topline read, but nuances will be caught by native speakers, Droog says. Social media engagement at Amway is shaped by its decision to empower affiliate PR staff within each market. In Russia, for instance, this approach has helped the company to temper its response to posts with negative, attention-grabbing headlines, but that then go on to praise the company.
8:54 Social medial monitoring achieves relevancy incorporating human intelligence, even within the tech-driven Dow Jones Enterprise Media Group. The company tailors each analysis program based on in-depth client conversations, analyst review of a clients business objectives, key issues, competitors and markets to determine what they want to measure and why. Text mining technology is then brought to bear as analysts create complex Boolean search strings in the native languages to catch local nuances. Media monitoring packages are then put through a quality assurance processes in Dow Jones labs, and finally, field tested by the client. Even then, quarterly updates often swap out search ideas, and situations call for on-the-fly searches.
10:46 Rich text analytics, when automated, can achieve no greater than 60 percent accuracy in terms of determining sentiment, according to some industry sources (see January 29, 2010, podcast featuring Converseon CEO Rob Key). Murtland agrees, but argues that automated analysis is good for is determining broad themes within sentiment and for identifying the highly positive or negative. Dow Jones helps clients improve on those results with services that let clients take and score their own random sample sets, or that enlist Dow Jones to do so when precision is a must.
14:25 Social media influence measurement is an emerging field, and Dow Jones is tinkering with how to help it mature, says Murtland. Influence measurement tools like Klout.com represent a good first step for the industry, but Dow Jones hopes to soon offer tools that navigate tricky questions like whether or the most chatty social media users are the most influential (mentions data from E-labs. Could not find). Under way in Dow Jones labs are efforts to incorporate context into measurement of a bloggers influence, and to arrive at better measures of an outlets combined online and offline influence.
16:00 Social marketing research helps Amway make the most of its human capital, says Droog. The company began its social media analysis effort with the goal of unearthing global trends, but found it was more important to identify local trends. Social media communities form locally, and most effective conversations are held by real people sharing their passion in each market. Amway was able to steer some local reps away from one-way, declarative marketing messages (we are the best in the world) toward statements more likely to start conversations.
17:46 Social media policy and related training are among the biggest opportunities, and challenges for the companies. When effective, both elements can empower a local sales force, but policies crafted at corporate headquarters often do not translate perfectly for 50 local operations. As a result, Amway has moved toward trans-creation of training and policy, working with local offices to shape local versions.
20:23 Social media analysis tools enable Dow Jones clients to reduce signal-to-noise ratios in client monitoring efforts. This helps them to spot potential risks and opportunities more quickly, with algorithms that catch, not just keywords, but also temporal spikes in their use, and in context.
23:58 Social media monitoring and analytics are only useful in real time, which makes latency of information a serious challenge for companies like Dow Jones. Murtlands team speeds things up by using algorithms that decide on which information should be processed at what speed. A site updated once a week will be less likely to be processed as quickly as one that updates several times an hour. Business intelligence gathering speed at Dow Jones is also accelerated by the companys experience in delivering trading information into clients black box trading systems in a matter of milliseconds.
29:33 End
Creating a social crisis drill that replicates the urgency of an online attack has been a challenge for PR professionals. For this reason, FireBells social media attack simulator is intentionally designed to be stress-producing. Worden highlights the unscripted nature of a social crisisreal or simulatedand the choices companies are forced to make while such an event unfolds.
Using FireBell, realistic scenarios compel company communicators to respond to a crisis in real time. Users are able to tweet, post to Facebook and post video to YouTube in response to unfolding events yet do so in a secure, off-the-Internet environment. A class-action lawsuit, a damaging video by an employee, product recall or a fatal accident at a company facility are real-world brand emergencies that happen every day and typical of a FireBell scenario. The goal following a social crisis drill is to debrief the event and combine it with post-drill feedback to forge a realistic, experience-based crisis communications plan.
Brooke Worden, VP Financial Services with Weber Shandwick Minneapolis, led the recent U.S. Census Bureau public relations campaign, working with more than 50 employees in six Weber Shandwick offices nationwide.
The convergence of communications and social media is becoming familiar to everyone, but few people are awareand even fewer take advantage of emerging multilingualism. New tools such as Google Translate, Global Voice and other translation services use the web to break communication barriers. These tools allow people with common interests but in different countries to connect with one another no matter what language they speak.
Last year alone, Indonesias membership in Facebook grew 800 percent to 21 million people, while Mexico increased by 300 percent to 10 million users. Russell Southwood, an expert in the penetration of Internet and mobile technologies in Africa, tells of seeing children in Kenyas internet cafes posting on Facebook. The internet embraces multiculturalism: despite a markets status as developing, emerging or mature, people are adopting the internet in record numbers.
Communicators can use these tools and trends today to begin reaching a global market easily and cost-effectively. The World Bank, for example, recently made available a comprehensive set of data about development in countries around the globe. Since its release, the data has been accessed by 1.5 unique visitors, most of whom never had access to it before. The World Bank has also mounted a global Apps for Development Competition, which provides incentives for the public to create innovative software applications that strive to solve some of the worlds most pressing problems.
Edith Wilson has advised at the World Bank for the last decade, specializing in multi-stakeholder processes, governance and anti-corruption, and economic reform. She has also held senior positions in government, the private sector and civil society.
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There are many social media analytical tools just as there are many reasons to use them. Social media has shaken up the world of business by offering up valuable raw
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