Meltwater Buzz: Social Media Metrics Overview

My mom always told me that listening is a virtue, but I didn’t realize until much later how important this lesson would be for my career. In social media marketing, good listening skills and metrics are an essential part of a good campaign. The graphs and charts delivered by a social media marketing suite, like Meltwater Buzz, are just as important at the beginning of a campaign as at the end, not to mention ongoing benchmarking and competitive intelligence. By listening on social media and using metrics to decipher the noise, your social media program will be based on reliable data and your campaigns will launch on the right foot and with the right message.

Meltwater Buzz provides metrics for social media monitoring and engagement to facilitate both ad hoc and ongoing analysis of your social programs. Whether you’re listening to inform strategy or summing up your efforts at the end of a campaign, the following metrics will help you get it done faster and more accurately.

 

Inform Your Campaign | Social Media Metrics

Meltwater Buzz analytics can inform the messaging, distribution channel and timing of your campaign. Start by creating Meltwater Buzz search campaigns (social media searches) that focus on the topic of your campaign or on similar campaigns by competitors.

When the searches are populated, these metrics will be most telling for your campaign:

 

  • Conversation Volume – How much buzz is there on a topic? When were there spikes and why? This simple bar graph shows the number of hits per day for the selected time period.

 

 

  • Conversations by Channel – Where are relevant conversations taking place? This graph gives total hits per channel for the time period and a breakdown by date.

 

 

  • Conversation Cloud – What are the main themes or topics in a search or a competitor’s campaign? The conversation cloud shows the most salient themes from the time period with bigger words representing more prominent themes. For additional insights, click on a word to display a list of posts that it’s featured in.

 

 

  • View as Map – Where are conversations taking place? Results from your Buzz campaigns can be viewed as an interactive map with details down to the city level.

 

Benchmarking Success | Social Media Metrics

Ongoing benchmarking is like taking the pulse of your social media marketing programs – before, during, after and even in the absence of any specific campaigns. Marketers benchmark their social media efforts in several ways, such as campaign against campaign, baseline before a campaign against the baseline after a campaign, quarter against quarter, and competitively. Meltwater Buzz has the flexibility to benchmark social media programs from both a listening and engagement perspective.

 

This graph shows the number of new Facebook likes, Twitter followers and Twitter following during a time period.

 

  • Social Relationships Net Growth – How has your following on social media changed during the course of a campaign? Does a spike or drop in followers coincide with your marketing activities? This graph shows Facebook likes, Twitter followers, Twitter following and total growth for your brand’s social media accounts.
  • Clicks by Channel – Which channels are most interested in your message? How has this changed over time? This graph measures which channels have had the most click-throughs during a specific time period.
  • Top Posts by Click – Which individual posts performed the best? How did these compare to the most successful posts by competitors? This graph looks at the click-throughs and potential audience of individual posts to determine its reach.
  • Competitive Comparison – How is your social presence performing versus competitors? How did one campaign perform versus another? This section of metrics compares two search campaigns by frequency, number of posts, geographical distribution or sentiment.

 

Automated Reporting & Bulk Exporter | Social Media Metrics

For ongoing reporting, the Meltwater Buzz report wizard sends automated metrics via email on a daily, weekly or monthly basis. In addition, Buzz supports a bulk export of up to 50,000 incoming or outgoing posts.

The report wizard supports the following metrics:

  • Conversations by Channel
  • Conversations by Date
  • Conversation Volume
  • Total Sentiment by Date
  • Geographical Distribution (by country)
  • Social Engagement Summary

 

A successful marketing or PR campaign starts with a solid strategy built on solid data. Meltwater Buzz analytics offer several metrics that help marketers quantify and understand the reach and relevance of their social media efforts. So I guess that means that my mom was right…again. Moral of the story? Mom always knows best 🙂

For more information on how to set up and run any of the metrics above, be in touch with your Client Success Account Manager. And for more great content like this, click here to subscribe to the Success Blog.

Questionable Stock Photos: Halloween Roundup 2013

This week’s Questionable Stock Photos roundup is a special Halloween edition.   After all, when you start a photo series born out of  the strange, ill-conceived photographs that surface in a standard stock photo site search, it’s only natural that some of those will apply rather nicely to Halloween.

This week’s collection has one Marketing use case each that may or may not justify the energy it took to produce them.

KEEP ONE EYE OPEN

Yes, I will murder you while you sleep. Just kidding! I have no lower arms. But I’m friends with the evil clown puppet, so… well, just sayin’.

 

American Girl Halloween Limited Edition: Clementine Bates, 1935.

 Once the beloved doll of a Midwestern farmer’s child , Clementine went missing when her family evacuated their homestead during the Dust Bowl.  Can she travel through time and find the great-great-great-grandchild of her original owner?

There’s more to Clementine’s story… discover it all in her 5-book series!

 

MUMMY DEAREST

Thank heavens Obamacare covers mummies! We come with our own bandages, yet insurance companies have considered our post-mortem state of being a “pre-existing condition” for years.

 

FREE Fetish Personals:

Meet Real People Looking for fun in Bondage, BDSM and Fetish Today!

 

PRIM REAPER

I know, I know: you didn’t expect me to go with white on my wedding day. Look, just because this is my job doesn’t mean I’m not a traditionalist.

 

SCREAM 5 | Desert Doomsday –  

It was just a typical day at Burning Man… until people started dying!

 

THE WOMAN IN THE POLYMER MASK

This mask is not nearly as warm as I’d like it to be.  Can someone please call my agent for me?  My extremities are frozen.

 

Den Norske Opera & Ballett presenterer: Phantom of the Tundra

En ny opera av Olav Anton Thommessen

(The Norwegian National Opera and Ballet Presents: Phantom of the Tundra
A new opera by Olav Anton Thomessen)

 

HEADS UP

I didn’t realize that the diehipster.com guy was so serious…

 

Does Your Marriage Need Help?

Learn How to Transform Conflict into Connection!

 

Feel free to submit your own marketing scenarios via the blog comments.

If you’ve run across a questionable stock photo and would like us to think of marketing use cases, or would like to share your own, please tweet a link to the pic @meltwater with the hashtag #stockpic and we’ll be sure to give it a gander.  If its questionability isn’t in question, we’ll enthusiastically feature it here on the blog.

See more from this series on Pinterest:

Follow Meltwater Group’s board Questionable Stock Photos on Pinterest.

Think Outside the Marketing Department: Social Listening Strategy

Social listening strategy isn’t just a marketing initiative: this business intelligence can inform business decisions across the organization

Social listening strategy is something we usually discuss with regards to social media marketing: the most obvious use case for social media monitoring is listening for what your customers are saying about your brand in the moment, and brand reputation falls pretty squarely in the marketing department.

There are plenty of examples as to how social listening strategy can assist in the traditional marketing C’s (Company, Customer, Competition).  Those examples and a host of tips, tricks and practical examples can be found in our most recent (and free!) social listening guide: “Listen Up!  The Definitive Guide to Social Listening for Smarter Business.”

However, marketing isn’t the only department that can benefit from a solid social listening strategy.

Click to tweet

Social media monitoring can service most initiatives that might have once required focus groups, consumer research or polls, with the advantage of being real-time.  With that in mind, there are several business scenarios outside marketing in which getting a quick read on your reputation is a good idea.

 

Customer Service | Social Listening Strategy

As @ComcastCares has shown us, Twitter and Facebook can be used very effectively as customer service channels.  After all, a social media customer service program is simply monitoring taken one step further to focused, channel-specific engagement.

TIP: Set expectations with your customers on your social channels.  Something as simple as a note in your Twitter bio that says “We respond to tweets within 24 hours, M-F” will help you set expectations about response time.

 

Human Resources | Social Listening Strategy

Corporate reputation sites like Glassdoor tend to cater to the detractor and, with static content, they don’t tell the whole story.

  • What are your current employees saying about you?
  • What are your ex-employees saying about you?
  • What are your prospects saying about you?
  • Who are the main influencers or detractors?

 

Investor Relations | Social Listening Strategy

Hey, investors are people too – and people talk.  Frame your brand name searches with filters specific to investor relations: terms like “IPO” and “stock price” and “shares” and “Q4 earnings call” will turn a general brand sentiment search into a social media effort that your CFO can support.

  • Are your shareholders happy?
  • Did that Q3 earnings call go well?
  • Are your talking points being heard?
  • What are the thematic trends around your brand among industry analysts?
  • What are folks saying about your IPO?
  • Who are the main influencers or detractors?

 

Products & Services | Social Listening Strategy

Listening to your customers before you launch a new product or service is a great way to find out what they think before you’ve spent a fortune on R&D.  It’s also a way to spot industry trends that can lead to a new product idea.

  • What sort of positioning will resonate for a new product?
  • Is chatter around your brand and product more prevalent on one channel, as opposed to another?  Perhaps Twitter is better than LinkedIn or Facebook for spreading the word.
  • Is there a target community out there that might be good for a pilot program?
  • Are there any key influencers you might engage?
  • Are you seeing any sort of geographical trends that might lead to a new market?  A good social media monitoring tools breaks down chatter geographically

 

If you’re looking to learn more about social listening strategy and how you can use social media monitoring to make more informed business decisions, check out our free social media monitoring guide.

Social Listening Strategy in Action: Urban Planning for the Olympics

Meltwater has a client in the form of a British municipality, who used the Buzz social monitoring tool to listen to their constituents during the Olympics in order to determine whether there were any logistical issues that needed attention.  As they listened, they discovered that people were having trouble getting to the viewing spots for the torch running: the park-and-ride lots were full and the bus lines were very long.  The municipality dispatched extra buses and were able to then engage via Twitter to let people know where and when the buses were coming, and to offer parking alternatives.

Cool, right?

As this example shows, social listening is a key business intelligence effort that can inform decisions across an organization.  Any time you want to know what people are saying about… well, anything… social media monitoring is a great way to find out.

Hey, did I mention that I just wrote a comprehensive social listening guide?  Click on the lovely yellow cover up there to the right, and you can download it for free.

Media Monitoring Success Tip #4: Article Archive

What percentage of your workdays look like this: write a press release, tweet at a journalist, run email marketing metrics, talk to the producer of a product video, oh, and don’t forget to promote your new blog post on LinkedIn? Put simply, PR and marketing professionals are expert multi-taskers and the tools they use should support such a hectic schedule. The Meltwater News platform’s article archive feature is designed with a busy schedule in mind. Keep reading to learn how the article archive can save you time on daily to-dos and on longer-term reporting for your business.

 

Meltwater News Article Archive

The article archive within the Meltwater News platform is a place to store and organize articles and social media posts. In addition to basic storage, the archive integrates closely with the analyze, newsfeed and newsletter tools.

 

 

 

You’re heading to the office and see an important article written by a journalist that you don’t know. Archive that article directly from your daily alert email by clicking on the “Archive” icon just below it. You can also archive results from the Agents tab using the Quick Tool icons to the right of each hit.

 

 

The Archive tab on the top of the screen opens to a page that is very similar to the Agents tab. Archive folders are used to organize results, with PR pros often organizing results by region, event, competitor or product. Select a folder to view using the drop-down menu in the top left of the screen.

 

 

The Quick Tools to the right of each article in the archive include the same forward, translate, share to Facebook and share to Twitter icons as you’ll find in the Agents tab. In addition, the arrow icon moves or copies articles into other archive folders, the pencil icon lets you add a brief description to an article and the “X” icon removes the selected articles from the archive.

 

Tips & Best Practices

 

 

  • Click on “Graph” or “Matrix” to run analytics on an archive folder. This is useful when you need to hand select the articles for a report or when keyword and publication filtering isn’t enough.
  • Click on “Export” to download an Excel clip report with the contents of an archive folder
  • The article archive allows users to hand select articles to appear in the newsfeed or newsletter tools. After a quick set up by your Client Success Account Manager, you can archive articles into a designated folder from the daily alert email or the Agent tab to populate a newsfeed or newsletter.
  • Social media results and news articles can’t be archived in the same folder, but both can feed into a newsfeed or newsletter
  • The time period selector in the top right of the screen lets you view a full year of archived posts

 

How will you use the article archive? If there are any other Success Tips that you’d like to see on this blog, send me an email at chris.dotson@www.meltwater.com.

 

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Did You Know…? [Social Media Stats for 2013]

I don’t know about you, but I love social media stats. They provide insights about which social networks are the best bet to reach my target community (Google Plus is for men, Pinterest is for women), what types of messages are most appropriate for each network (animated gifs are the most engaging type of post on Google Plus!) and which networks I need to keep an eye on for the future (traffic from Pinterest is quickly rising, while traffic from Reddit is declining). Plus, I sound super smart when I can recite these stats at the drop of a hat during casual conversations with my boss!

Do you want to sound super smart to your boss, too? Check out this fantastic infographic for some social media stats for 2013. Here’s what I found most interesting and surprising:

  1. 23% of Facebook users check their account more than 5 times a day. Tweet This.
  2. Twitter’s fastest growing age demographic is 55-64 year olds. Tweet This.
  3. Google Plus is predominantly male (67%), while Pinterest is predominantly female (69%). Tweet This.
  4. There are 1.5 million #LinkedIn groups and 81% of users belong to at least one. Tweet This.
  5. There are more than 5 million photos uploaded to Instagram every day, and 1000 comments per second. Tweet This.
  6. There are over 1 billion unique monthly visitors on YouTube. Tweet This.

Which of these social media stats did you find most interesting or surprising?