Social Media Breakfast Waterloo: What to do with Social Media Analytics
Last Tuesday I attended my second Social Media Breakfast Waterloo Region , hosted by The Walper Hotel in Kitchener. Going against their usual agenda of breakfast, speakers and networking from 730am-9am, this Social Media Breakfast was a full day of 3 guest speakers – Jeremy Wright, Natalie MacNeil and Shum Attygalle – and 4 ‘unconference’ sessions. As it was described, an ‘unconference’ was set up like a discussion group where up to 25 people debated and shared information about a particular topic that was recommended by a guest at the beginning of the event; a set up that was executed very well and brought out great conversations.
Although I’d like to recap every insightful conversation, I will provide a recap of the points I found most useful in ‘unconference’ Social Media Analytics.
Unconference: Social Media Analytics
Mediated by Kelly Craft
What’s the purpose of social media analytics? Turn your listening into action. Read what your customers/people/prospects/partners are saying about you and your brand and react to it. Reacting can be anything, such as eliciting a conversation on Twitter, or following up with an issue that your company can help solve.
- Before you execute any social media strategy, ask yourself how it ties back to the actual customer. How will they find your information useful/relevant? Are your hashtags, for example, ones that your connections use as well?
- Feedback Loop. This term I really enjoyed. Look at what happened before a comment was made, during and afterwards. For example, a customer complains about your service. Ask yourself: What relationship did they have with my brand prior? What was their previous interaction with us on social media like? Then ask: What type of messaging were we sending out during this complaint? Were others customers having similar issues? Was our company inactive on social media during this time? Afterwards, ask yourself: Did our solution to their problem help? Are they still following us/liking us/ interacting with us? Has their discourse around our brand changed?
- Google Alerts. Utilize Google Alerts so you can pinpoint where and when your brand is mentioned. Jeremy Wright, provided a good example: Set up different inboxes in your email for each type of Google Alert. For instance, Google Alerts that included “these 3 words” go in Inbox A, where as ones that include this word more than 5 times, go into Inbox B.
- If this than that. Know where your brand is. If this Then that works in a similar way to Google Alerts, providing you with information about your brand across multiple platforms. If this than that goes one step further and organizes your information for you. For example, if my brand is mentioned on Twitter (THIS), than send me a text message (THAT).
As mentioned before, there were many other thought provoking conversations that occurred throughout the day. In saying this, stay posted for two more blogs recapping my day at Social Media Breakfast. The next one will include information about Google+, followed by a recap of Natalie MacNeil’s presentation on blogging. Thanks to the coordinators, James Howe and Jackie Yovanoff, for a great day!
In the mean time, if you are eager for more discussions on social media and marketing, join Sales and Marketing for Canadian Startups on Linkedin.