We’ve been doing some social media monitoring and analysis recently around the topic of flexible working. We wanted to identify where there were conversations occurring for a prospective client to help inform their comms planning.
With the findings we are able to make some pretty interesting recommendations for our client. I can’t share all of our findings, but a handful for your reference are below, along with some ideas for how to use this information.
If you’d like to know more about social media monitoring, how to apply this to your marketing and communications and even how to link social media to actual sales ROI, get in touch.
Location / Geography
From the map you can clearly see where there is conversation going on by the size of the yellow dots – the bigger the dot, the more conversation. Incidentally the colour of the doto also shows the sentiment, with yellow being neutral.
The black areas show where there is no conversation at all on the topic area. Interesting if you have a global communications challenge: either the topic area is of no interest, or there’s an opportunity to lead the conversation for your brand.
Could this information be useful when you are thinking of entering a new market place. You bet. What about if you want to asses potential market value, or test some messaging?
Platforms & Sentiment
This chart shows the platforms where conversations are taking place, along with the sentiment of those conversations. You can see flexible working is a big topic in forums, along with blogs and twitter, but on facebook, video and G+ the volume is limited.
This gives you an idea of where you need to start investing your time, particularly if there is a high percentage of red i.e. negative sentiment for each channel. On this example you can see the most negativity as a percentage of the overall conversation around the topic is on twitter. Perhaps you should address this platform first.
Imagine what you could do with this information if it was specifically related to your brand, or a particular product line or campaign.
Source & Sentiment
This last chart shows which sites are talking about flexible working and with what sentiment i.e. positive, neutral, negative. Think how powerful it is to know who and where your product, brand or campaign is being discussed. Identifying the detractors and working those out with your comms or customer service team might just be the starting point.
What about building bridges with those more influential sites (or bloggers, or tweeps etc) and making sure they remain positive, or even providing early feedback for new product development. How about assessing the performance of a campaign to see if the overall market sentiment has changed as a result of your marketing? The potential here is endless.
We’ve barely scratched the surface here with what’s possible if you take a proactive stance to social media monitoring. Get in touch if you’d like to take your business closer to social media.