Social Media Monitoring

I’ve been discussing social media the past 8 weeks and I hope I’ve realised by now that it’s kind of a big deal, so big in fact that us feeble humans couldn’t possibly keep track of its whereabouts. So like an over protective father to a generously proportioned teenage daughter, we made tools to keep a track of social media’s crazy antics. These tools will be the topic of this week’s blog post.

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Social Mention is an example of one of these media tools that can monitor all mention of anything the user desires but it’s most useful when measuring the impact of an organisation on social media. Since I’ve already discussed the social media habits of WWF in a previous post (you should read it if you haven’t, it’s fantastic) I’ve decided to do an analysis WWF’s social media impact using Social Mention. It is surprisingly easy to perform the analysis, simple enter the organisation or phase and hit enter and it will search for posts from across the universe, apparently, and you will be presented with a list of links to social media website posts where WWF is mentioned. These sites are mostly Facebook and Twitter but there is a sprinkling of Flickr and Ask thrown in for good measure. This isn’t surprising because Facebook and Twitter are the most popular social media websites. Once the Social Mention found all of the instances of WWF mentions, it performs the all-important analysis.

It can tell you the top keywords used and the number of times each is mentioned but for some reason this section is blank when analysing WWF but I can see that this would be a useful feature when working by allowing organisations can see what the majority of posts are about without having to read them all. Social Mention can tell you exactly how many ‘them all’ is and even how many of them are positive, neutral or negative which I think is a really cool future but have no idea how it works. At first I thought it mustn’t work very well because it showed that WWF has 65 positive, 311 neutral and 6 negative at which point I assumed that mostly it couldn’t tell whether positive of negative so it just filed them mostly under neural. However, I read a few positive, negative and neutral posts and Social Mention was spot on! It also determines simple aspects such as the top users, top Hashtags, Top Sources, minutes avg. per mention, last mention and unique authors.

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Social Mention is also brilliant enough to perform a deeper analysis which includes strength, passion and reach.  Strength determines the likelihood that the organisation is being discusses via social media. Passion is a measure of the likelihood that the individuals that talk about the organisation will do so repeatedly. Reach is the measure of the range of influence that the organisation has through social media.  Sentiment is a ratio the shows the positive to negative posts. All of these are determined via different boring calculations that I won’t go into but if you really want to know just visit the website and each calculation provides vital information for organisation to measure their success with social media.

 

Blogs in the Professional Service Sector

This week’s blog is about the professional service sector…. What? That’s not interesting enough for you? Well don’t fret because it’s not just about the professional service sector, its also about social media! Now that I’ve got your attention lets discuss Deloitte.

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Deloitte is a professional service firm that provides audit, tax, consulting, enterprise risk and financial advisory services. Not only is it the largest professional service network in the world, it is also an example of an organization that has utilized enterprise 2.0 and social media.  Coincidence? I think not. Deloitte take advantage of YouTube, Facebook, LinkedIn, twitter, Pintrest and the trust old blog. It’s no wonder that Deloitte ranked number one on Living Ratings list of professional service organizations that embrace social media. All of these social media efforts are aimed at the ten value levers of the McKinsey report but more specifically, derive customer insights and use social technologies for marketing communication/interaction. All of the aforementioned social media tools are accessible from the Deloitte website in the ‘Follow Us’ section which indicates that they want to build a lasting relationship with their customers instead of one off purchases.

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Deloitte takes blogging very seriously because while researching the organization I’ve manage to find about 12 different Deloitte blogs.  Some blogs are tailored for specific countries and some blogs are tailored to specific topics. Deloitte has covered all bases on the blog front by doing this and they have done a good job because these blogs consist of not only informative posts about Deloitte, they also contain posts about industry related topics outside of Deloitte.  This enhances the Deloitte organization by creating an online presents that not only advocates the Deloitte service but gives back and participates in the community by providing resources about topics from ‘Renewable energy’ to  ‘The 50th international Paris air show. Of course each blog posts allows and encourages its readers to post comments and to share the post on all the social media websites to increase Deloitte’s digital reach even further.  These comments sections are particularly important because they can be used to gather insights from their customers about their products and services which is a fundamental aspect of market research and customer insights value lever.

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All of the blogs have numerous links back to the main Deloitte webpage where all the Deloitte magic happens and where they would want to direct their readers because the main page has all of the organization’s information.

This week’s question to all my adoring readers: Do you think having multiple blogs for an organization is a good idea or not? And why?

 

http://www.deloitte.com/view/en_GX/global/index.htm

http://www.livingratings.com/pdf/Living_Ratings_of_Social_Media.pdf

A list of the many blogs –>http://globalblogs.deloitte.com/deloitteperspectives//other-deloitte-blogs.html

The Panda Made me do it

The world is doomed! It’s only a matter of time. “Blood and fire and pillars of smoke. The sun shall be turned into darkness, and the moon into blood.” (The Bible, 835 B.C ) Who will save us? God? Obama? Mr. Norris? No.  The World Wide Fund For Nature (WWF) of coarse.  WWF’s mission is to stop the degradation of the planet’s natural environment and to build a future in which humans live in harmony with nature. They do this by conserving the world’s biological diversity, ensuring that the use of renewable natural resources is sustainable and promoting the reduction of pollution and wasteful consumption. How can this one non for profit organization save the entire earth I hear you ask? They will accomplish this via the use of social technologies. Yep that’s right, social technologies are so great that they will indirectly save the world one day. WWF mainly uses these social technologies for marketing communication/interaction with the public to gain awareness for their causes.

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Social Media and WWF

Social technologies such as Facebook, Twitter, YouTube and blogs have played a large role in the WWF’s marketing strategy. “I see our web site as our home base, the blog as our podium and Twitter, YouTube, Flickr and LinkedIn as our mega phone,” said Clair Carlton (the Social Media Manager for the WWF’s Climate Policy Campaign). These tools have provided WWF with the opportunity to engage their supporters and reach new audiences in a way that wouldn’t be possible without social technology. Specifically, WWF receives more engagement in their campaigns by posting status updates and images from the field, link back to the WWF website, speak directly with their supporters and share environmental conservation information much more effectively.

An example of this is that a Facebook poll discovered that a high percentage of supporters’ favorite marine animal was the dolphin. WWF was able to responded directly to those people by directing them to the then recently developed report on the endangered Mekong dolphins.

“By educating people about how we can preserve our environment, we can grow support for our organization and the cause,” said Sarah Desilets , who manages social networking outreach for the WWF in the US. “We need members and support to be able to achieve our mission, and social media allows us to appeal to a new, broad audience.”

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Building a community

WWF has a campaign called ‘The panda made me do it’ which gives regular people such as you and I the chance to help out with a number of wildlife issues. Simply visit the website below, choose a cause you are most passionate about and you can either donate to that cause or share the article one which social networking site you prefer. You can even adopt a turtle! *live turtle not included. There is also a Facebook page where supporters can share what the panda made them do such as ‘choose sustainable seafood’ or ‘stop using my car as much’. Supporters can also interact with each other and spread awareness by sharing these stories. This provides supporters with a way to actively engage with and become a part of the WWF community.

#PandaMadeMe do it, what will you do?  http://wwf.org.au/what_you_can_do/do_it

The panda made me write a blog post about saving the world through the medium of social technologies and WWF. What has the panda made you do?

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http://mashable.com/2009/06/24/wwf-profile/

http://www.wwf.org.au/