Monthly Archives: December 2012

Online Media Monitoring

We received a visit from Stephen O’Leary, founder of O’Leary Analytics, this is an online media monitoring and analysis company, so if businesses want to know what is being said about their company, themselves, an event and competitors in the online media this is the place to go!

Stephen first explained to us what his previous work was and how he ended up founding O’Leary Analytics. He was first working for a company that sold software and he provided training for the clients, these clients tended to forget part of their training, lacked enough time to monitor their own media or found it too complicated. They requested that Stephen would look after this for them.

Stephen mentioned the process behind monitoring and explained the importance of keeping track on what’s happening on  blogs, forums, news sites and, of course, all major social networks. He explained how companies can make a difference when they listen to what their customer say and not only provide answers but also realise the improvements they can make. The objective is to find a way to change the negative comments by some  into a positive. Stephen emphasised that companies need to be actively responsive to criticism.

Brian McFadden superquinn sausagesAfter talking about collecting data, he also talked about what is the best data to analyse, how to find out who is a companies biggest influencer  and how wide their reach is. An example for this was about Superquinn sausages and how Brian McFadden generated a lot of buzz in a day by saying that the Irish community in Australia need their sausages. This message was re tweeted 91 times and the amount of people talking about it peaked greatly.

In addition to this, Stephen mentioned that almost everything can be measured, even sentiment analysis can be generated, but in Ireland this can be difficult as people tend to be a bit cynical when making comments online.

Stephen recommended a series of websites that can facilitate online media monitoring:

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Measuring Social Media

In this weeks class we covered social media measurement, this can be difficult to look at without having clear objectives for the business.  These measurements are done through analysing the following:

  • Reach: Page views,  followers, likes and subscribers on social media.
  • Actions: Likes, shares and retweets.
  • Level of interaction: Engagement (comments).

A lot of brands do not use any form of social media metrics, as shown below:

It is important to consider the platforms that you are using and measure the relevant information. For example, how many people come to your website through a social media channel like Twitter or Facebook? This can be seen using Google Analytics.

Measure of influence is another important piece of information that you can obtain through measurement: Who is the person that drives the most attention? whose posts are shared or liked the most? These are people who know about a certain topic, and share relevant information, they don’t waste time with irrelevant posts or messages. Tip: Search for these people on Linkedin and find out more about their industry.

Measuring engagement is possible, it is easy enough knowing how many likes, shares, retweets and replies a business profile or page gets, but it is also easy to see how many new likes or follows businesses gain. Facebook insights allow you to view these easily, for Twitter there are other available tools (7 top tools to measure performance and influence on Twitter). Another way to find out how much influence a person has on Twitter would be by the obvious, the amount of followers they have but also in how many lists they have been added to by others (this last one is not the best metric because not everybody uses Twitter Lists).

Gender and age are another important metric, as businesses sometimes need to know who is their target market and this can be seen through Facebook insights and it looks as shown below:

These sort of insights are also available through Youtube Insights Tool.

Another way to measure is by monitoring, doing so will allow you find out what others are saying about the brand and addressing these can have a positive impact. There are many tools that allow you to monitor your brand: 20 Free Social Media Monitoring Tools You Should be Using