Social Media Monitoring is being taken more and more seriously and delivering value to more and more departments within organisations.
It is no longer the preserve of PR and Marketing.
Customer Service, R&D, Innovation and Insight leading to New Product Development are all well represented in The state of social media monitoring, a survey run by London based 90:10 Group with 99 professionals from around the world.
According to this survey, Social Media Monitoring is finally moving out of its experimental phase and claiming its place at the top table of serious, action-oriented research
Organisations attempting to understand their customers and their needs without tuning into the online conversation are missing out on an unprecedented opportunity - one their rivals are already taking advantage of.
More in this slide deck:
What keeps us busy online?
- 76.7% read email and respond on evenings and weekends
- 43.2% answer texts or emails on date/social occasion
- 57.4% never turn off their phone
- 33.0% check email in the middle of the night
- 35.2% answer work emails while with children
- 46.9% are unable to answer all email
Conclusions the report:
- The volume of raw data coming at us has increased more than 50% in the past 12 months. As more digital devices and software services proliferate, the volume of data and speed of increase will grow exponentially.
- People have reached their capacity to manage data, impacting family, friends, productivity, and even sleep. Algorithmic solutions (better spam filters, smarter search, more connected devices) will in fact expand the problem, creating more undifferentiated data.
- Human data management, shared and community filtering, and personal recommendations will fulfull individuals Digital Identity as content curators - while allowing content consumers to "surf" less, and consume curated content delivered to them by trusted sources.
Facebook insists that Sponsored Stories are not Ads, but "an easy way to show each other what they like". This doesn't change the fact that Sponsored Stories are not free, and a service specifically targeted at marketing professionals willing to give their content, events or apps that extra little push it needs by buying it into their target group's News Feed.
Sponsored Stories are now possible for Pages, Posts on that Page, Likes of that Post on your Page, stories from Apps (e.g.who's been playing a particular game at least twice or for at least 10 minutes last month), Check-ins (e.g. someone checked in at one of your claimed Places), and domains (the classic "likes this article on a regular website").
Here's the overview:
I have met social media consultants who claim to be able to ‘sell’ you Facebook fans for as little as 50 eurocents per fan. This must mean that after ‘click farms’ (to click on your advertising), ‘content farms’ (to write your blog posts), there are now also ‘fan farms’ (to give you the illusion that your fan page is popular).
According to digital marketer Shiv Singh, the going rate for fan acquisition is roughly $0.60 to $1.00 per fan:
If I wanted to create the largest brand page on Facebook, I could do that quickly by just spending. I could use a large percentage of a digital media budget to buy those fans. It'll take probably two weeks but I would have the largest Facebook brand page in no time. Does it mean that I have the most popular brand online or that I'm the most social media savvy marketer out there? Of course not. It just means that I have a very large budget.
In the end, these non-organic "fans" will barely interact with the messages on your Page. And that's a shame, since Facebook's advertising solutions, if used well, can quickly scale up your fan count too.
- Will you tie bonuses to Facebook fan counts? @ goingsocialnow.com
Hubspot's social media scientist Dan Zarella in his recent blog post Need to Justify Social Media? Use Real Numbers About Real Money:
Measuring stuff like “engagement” or “reach” is great, and I recommend advanced social media users do it. But you must understand that those numbers are merely proxy metrics for what really matters: the bottom line.
Or, in other words: if it doesn't make money it doesn't make sense.
Some advice from the same blog post:
- Use coupon codes, referrer analytics, tracking tokens, special offers and landing pages. Get a baseline for how much cash social media is bringing in. If you miss a few sales here or there, that’s not a big deal. In fact if your efforts are only producing barely enough sales to be worthwhile, you’re doing something wrong. Obsessively track the up or down movement of that dollar amount.
- Don’t let customer service or PR users of social media off the hook either. Customer service on Twitter can be faster than on the phone or via email, so calculate the cost per ticket saved, and the customer loss prevented.
- For the PR folks: ask customers how they heard about you. Again, it’s about accuracy not precision here. Your work should be bringing in overwhelming numbers, so a few missed decimal places shouldn’t be the end of the world.
I like the classification of different Twitter tools in Oneforty's All about social media monitoring tools infograph. I've added a few more - the ones I use most often are in bold.
- Desktop clients: Seesmic Desktop, Tweetdeck, Tweetie, Twhirl, Twitterrific, Echofon
- Mobile app: Twitter for iPhone, SocialScope, TweetDeck, Tweetie, Ubersocial
- Picture app: Mobypicture, Twitpic, Plixi
- Scheduling tool: CoTweet, Hootsuite, SocialOomph
- Syndication tool (feed your blog content to Twitter): Twitterfeed, Feedburner
- Analytics tool for Twitter users: Klout, Twitalyzer, Peerindex, TwitterCounter
- Analytics tool for shared links: BackTweets
- Web-based client: Twitter.com, Brizzly, Ginx, Seesmic Web
- Auto-follow tool: SocialToo, TwitterMass, Twollow
- Notification tool: Boxcar, Qwitter, Social Oomph
- URL shorteners: goo.gl, bit.ly
- Twitter account management (e.g. unfollow who doesn't follow you back): ManageFlitter
What tools do you use?
- 54.7% pays $100/month or less
- 19.7% pays between $100 and $500/month
- 19% pays between $500 and $5,000/month
- 4.4% pays between $5,000 and $10,000/month
- 2.2% say they spend $10,000/month or more
Based on a survey collecting data from 150 U.S. social media professionals, conducted by "social business software hub" oneforty.
More where this came from: All about social media monitoring tools infograph.
Facebook Studio is "a place to learn, share your work, and find inspiration. [Facebook Inc] created Facebook Studio as a way to showcase how agencies and marketers can make an impact by marketing with Facebook. Here you'll find great creative ideas from around the world, as well as the resources you need to find answers and create your own campaigns."
These three are in Facebook Studio's Spotlight and popular in Europe:
Fashion Tag (Flair Magazine, Brussels, Belgium)
Tag someone’s clothes and get inspiration for your wardrobe. Women are always looking for inspiration for their wardrobe and most of the time they find this inspiration by looking at other women. This inspired women’s magazine Flair to develop the Flair Fashiontag. The Flair Fashiontag is a Facebook application: instead of tagging people, you can tag people’s clothes or accessories and ask them where they got them.
All Fashiontags are displayed in a Facebook gallery, the best are published in the weekly magazine Flair. This way there is a constant interaction between the Facebook application and the magazine itself.
What Zürich Needs (Social Democratic Party of Switzerland, Zürich, Switzerland)
A Facebook Page where Zurich’s people could post ideas on what they thought Zurich needed most. Hundreds of ideas were posted, discussed and voted for by using the like button. The 4 ideas with the most votes where then literally put into practice by our 4 candidates who took care of them and pushed them through parliament.
Thanks to great ideas from the public and our 4 dedicated candidates, Zurich will now get a free citywide WiFi network, cheaper public transportation and a FreeBayDay. Calling it “The world’s most direct democracy,” the press had its share in helping the idea to come alive. The party received an unexpected 30% of votes, making it the most successful party. On top of that, all 4 of our candidates were elected.
Make a better one yourself, then (KIASMA Museum of Contemporary Art, Helsinki, Finland)
We wanted to finally raise positive discussion around [Museum of Contemporary Art] Kiasma. In advertising we used the real critiques from discussion forums and newspapers and added “Make a better one yourself then” slogan and invited people to upload their own art piece to a Facebook gallery where people could vote, support and comment on their favorites. The campaign was noticed well in magazines and blogs and almost 600 works were submitted during summer.