Meltwater Buzz Social Listening Guide
On this blog we’ve talked a lot about why social listening is the cornerstone of any social media program or campaign for departments ranging from PR to marketing to human resources. My colleague Leslie even wrote Listen Up! The Definitive Guide to Social Listening for Smarter Business, an e-book on social listening best practices. You likely have a good handle on why so now let’s explore how.
The Meltwater Buzz social marketing platform is flexible, giving you the ability to choose how you listen on social media. After setting up a search campaign (that is, a social media search or query), results can be sliced, diced, filtered and sorted to fit the specific needs of your social program. Keep reading to learn how to tailor the Meltwater Buzz listening tab to better fit your social listening needs.
Social Listening How-to
Effective filtering and sorting of social media posts will save you time whether the goal of your social listening efforts is to complement a social media promotion, a product launch or to support ongoing social media monitoring for your brand. When you open the Listen tab on Meltwater Buzz, you’ll see the following page with several filtering options:
- Time Period – Meltwater Buzz gives you access to six months of historical data for each search campaign. Use the time period selector to specify a custom date range, or select one of the preset time periods ranging from today to six months, and everything in between.
- Filter – The use of filters is the quickest way to focus on the posts you need to see for your campaign. Filter results using one or several parameters to find posts on a specific product within company mentions, posts from a specific channel or in a select language.
- Sentiment – Meltwater Buzz automatically assigns a positive, neutral or negative sentiment rating to each post (to override the automated sentiment, just click on the thumb icon below each post). Filtering by sentiment is a good place to start when looking for influencers or during a reputation management focused campaign.
- Media Type – Use this filter to view results from select channels, such as blogs, Facebook, Twitter, message boards, and more
- Language – Filter results by language to support regional or market-specific social media campaigns
- Location – The location filter will only display posts from the country you select. For more granular geographic filtering to the city-level see “View as Map” below.
- Keyword, Author, Notes – These text-based filters allow you to filter results based on keywords present in the body of the post, the username of the author or the notes you’ve tagged a post with. The keyword field is especially useful when filtering for a specific product among company-related posts or if you’re having trouble finding that one important post that you’re sure you saw sometime last week.
- Sort – After you’ve selected a time period and filtered your results you can sort the remaining posts by views, rank or date. See the definitions of view and rank below:
Rank analyzes the author of the post based on all discoverable social information. Rank takes into account the size of the author’s community, the frequency at which they participate in social environments, the channels on which they have a presence and their level of engagement with you. Rank is on a scale of 0 to 10. Views represents the total possible unique views for a specific post if everyone to whom the post was directed was able to observe the post in their stream. This is the number of impressions the post made in the world!
- View as Map – For a more granular geographic filter, click on the view as map icon in the top right of the screen. Clicking on a country, then state or region will give you a city-by-city view of posts by volume. To view individual posts for a region or country, click on the view as list icon in in the top right when the desired geography is displayed. To view individual posts for a city, click on the dot that represents it on the map.
- Export – Export your list of results, with filters intact, by clicking on the PDF or Excel icons in the top right of the screen
Along with my previous post on building search campaigns, you have all the tools you need to make social listening a streamlined part of your company’s social media programs. Don’t forget to check out Listen Up! The Definitive Guide to Social Listening for Smarter Business for tips on how social listening fits into an integrated marketing strategy. If there are any other topics you’d like to see on the Meltwater Success Blog, or if you’d like to write a guest post, send me an email at firstname.lastname@example.org.
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