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Monitoring of specific social media channels

Monitoring starts with identifying and scheduling relevant notifications to update when new content is posted. Establishing notifications and filtering processes is necessary as monitoring can be quite laborious and choices have to be made. The following primary types of online information sources can be considered:

Blog

  • Blogs host opinions of experts or people who share their thoughts about specific topics. Visiting every blog to check for updates is not an effective monitoring tactic; however,  useful notifications options include email alerts or RSS feeds. Also, comments left by blog or website visitors can be even more informative than the original post and might require monitoring themselves.
  • Blog traffic can be monitored as a regular website although most hosting platforms offer information about visitors and how they interact with a blog.
  • Many hosting platforms use tracebacks or pinbacks, which show how a post has been linked with other web resources like a tweet post: http://en.wikipedia.org/wiki/Trackback

Mobile Applications

  • The mobile-app marketplace is highly competitive so to improve the quality of your app, you need data about how the app is performing for users. Here are some mobile application monitoring services: Keynote, App First, Crittercism and Scivisum

SMS

  • Evaluation can be accomplished with surveys and metrics reviews. Standard survey message testing can look at quality, clarity, the strength of the message, as well as the effectiveness of the message. When evaluating text messaging activities, there are many ways to evaluate the effort:
  • Collect basic metrics on how many users are signed up for the program and how many users take part in interactive messaging efforts.
  • If possible, collect demographic data about users such as age, sex, geographic location.
  • Survey users to gather information on what types of messages they prefer, and use information to shape messages for your text messaging program.
  • When possible, use surveys (via text messaging or by sending users to a web survey) to evaluate changes in knowledge, attitude, and behaviour.
     

Social Bookmarking

  • Social bookmarking, tagging or other content aggregator websites: sites such as delicious, pinterest, digg and scope.it were created by the need to annotate and classify the large volume of Internet content. These websites provide different forms of web feeds about new content around specific topics; hence they are directly relevant to monitoring. Furthermore, they can provide engaging and visually pleasing ways for food agencies to tag and broadcast their own content.

Social Networking (Facebook & LinkedIn)

  • Facebook can be quite challenging to monitor as the visibility of content produced by users can be restricted to specific networks unlike Twitter, where most content is by default public. However on your own Facebook page the Insights Dashboard provides a selection of data that will help you to determine how successful your page, content and engagement strategy is at generating likes, visits, clicks, and engagement.
  • For wider content that is already visible in a network, alerts and notifications can be useful. For example, LinkedIn provides useful options of receiving digests of content posted in groups.
  • Social media presence tools such as Hootsuite can be useful to monitor social networking accounts in terms of content and interactions with other users.

Twitter

  • Twitter monitoring can be greatly facilitated by the use of hashtags that group content according to themes . However, as they are not used consistently by everyone, it may be more appropriate to devise a list of keywords that are of permanent or temporal interest and then monitor them and receive alerts when such keywords are trending.
  • Monitoring a Twitter account can be facilitated by social media monitoring tools such as TweetDeck, HootSuite or Seesmic. These tools show interactions with other users, help establish multiple feeds of tweets and allow updates to be scheduled automatically.

YouTube

  • YouTube statistics can be accessed under any video by clicking on the statistics symbol.  This will give you a snap shot of how any video is performing
  • YouTube statistics can be quite powerful for analysing your own videos. To access just click the Analytics tab on your Channel’s homepage – it is at the top right hand side next to the Video Manager tab. This will provide you with data on your video performance, engagement, demographics and where your video has been viewed. (mobile, 3rd party sites etc.). It also allows you to download reports of data (in Excel format).