Post on 21-Jan-2015
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transcript
Strategic Social Media: Intro to Social Media Monitoring
Professor Matthew Kushin, PhDShepherd University | Department of Mass Communication | 2012
Review
Last Class Real Time Web
Today Content sites (blogs, websites)
Determining influence for sites
Traditional perspective Some sites get more traffic Perceived as more credible and authoritative
Case
Burt’s Bees Scenario Burt’s bees has new lip balm Wants to get the word out
Exercise
Would Does Burt’s Bees care about this site?
http://www.missnattysbeautydiary.com
Go to the site, you have 2 minutes with your team to decide yes or no – and what your reasoning is.
Influence?
Did you check her about page? Claims 250-300k page views (that’s not individual
people, but total views) per month
She did review their lip balm! http://www.missnattysbeautydiary.com/2012/04/revi
ew-burts-bees-lip-shimmer-lip-balm.html
Page Rank
Let’s look up her site ranking on Quantcast & Technorati: Technorati search Quantcast search
Limitations
Technorati and Qualtrics are very limited
Sites must be very popular to make ranking
Have to be registered to Qualtrics to be measured
The size of networks to cause effect is irrelevant. The idea that only large networks can cause effect is a myth. You must understand how influence spreads. Now, you can connect with people based on common interests through the influential voices who are frequently the hub of important conversations…”
Source: David Armano, Executive Vice President, Global Innovation & Integration at Edelman Digital, as cited in Solis (2012)
A Strategic Debate
Keep goals in mind Are you better to get the word out to a lot of sites
like missnattybeauty with a targeted audience in the interest graph?
Or to stick with the mass appeal, social graph of wanting as many people as possible to learn about the new balm?
It is a decision you must make, try, & evaluate
Influence Measurement Tools: Content Sites
Page Rank Sites Quantcast Technorati SiteTrail
Other Blogs Socialmention.com – blog section Google.com/blogsearch <- Most relevant and top
end up high in search results
Traffic / Authority/ Popularity
Sites offer relative measures of traffic, authority, popularity
Site Demographics
Considerations
Site Stats
Is traffic volume important?
Authority (make sure you’ve read Technorati article!)
Are people engaging with this site?
Via comments in posts.
Is the demographic of the site in line with your target demographic?
“Influencers” Competition, Part 2
Your employer, Burt’s Bees, has a new lip balm and wants to get the word out via social media….
NEW OBJECTIVE!!
Burt’s Bees want people to TRY the new lip balm
Outcome type: Behavioral – take action to purchase a new lip balm
Goal
Burt’s Bees has a new lip balm that doesn’t taste bad!!
Answer the question: What 4 sites influencing the conversation about
Burt’s Bees should we contact given the objective of getting people to try the new lip balm?
Your team’s goal is not only identify influencers – but to find the most relevant influencers!
Summary: Influence
Interpersonal influence impacts decision-making; media content influences knowledge gain
Similarity in characteristics essential to influence
Digital influence is difficult to determine and measure
Prioritize Goals and desired effect
Determining important influences = trial & error