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The numbers say loud and clear consumers make buying decisions based on what they hear from social networks. There are very effective social media listening and monitoring tools available so there is no reason not to start now.
BackTweets: Tracks how many people are talking about you, who’s talking, and what they’re saying. BlitzMetrics: Helps you benchmark against your competitors, learn which demographics are the most active, and track content performance so you can improve your reach and engagement. Booshaka: Focuses on Top Fans and the Top 10% of participants that are contributing to a community. Flowtown: Allows you to take email addresses (like the people subscribed to my newsletter) and determine in which social networks they are active.
Google Analytics: The analytics tool for your website is, in my opinion, the #1 social media monitoring tool because it tells where visitors come from, how they behave on your site and what actions they take. Google Trends: Allows you to see how Google search volumes for a specific keyword(s) have changed over time.
HootSuite: A social media management system that enables teams to collaboratively execute campaigns across multiple social networks from one dashboard.
Ice Rocket: Can be used for keeping an eye on your blogger activity, as they have around 200 million blogs in their database and they also provide the possibility of finding the latest trend terms related to your search. Lithium: An enterprise solution with excellent workflow that enables you to identify your key influencers early on in your social media campaign, which will lead to greater social media optimization and more control over what is being said, retweeted and reposted on social media networks, thus effecting the overall sentiment surrounding your brand. Radian6: One of the more widely used enterprise platform uses keyword phrases you choose, which makes it easier to pull and quantify results later. Social Searcher: tracks activity with advance analytics that sentiment, users, traffic sources, keywords and most popular posts.
Social Rest: tracks and analyses social activity and also has a return on investment (ROI) feature. Topsy: allows users to conduct interactive analysis on keywords and authors by activity, influence, exposure, sentiment, language or geography.
Tweet Reach:  Is the right tool for your business if you’re interested in monitoring how far your tweets travel. Twitter Search: Provides real time identification of keywords on twitter, twitter handles, addresses and hash tags.
Viral Heat: monitors share of voice and allows users to compare search profiles or relevant terms across the web and social media so businesses can track individual products and compare social buzz among their own products or compare brand mention to competitors. Some of these social media listening and monitoring tools free and some require subscriptions. Mike Moran and I teach Audience Social Media and Internet Online Profiling for the University of California where class is now in session.
About Rob PetersenRob Petersen is an experienced advertising and marketing executive and President of BarnRaisers, a full service digital marketing agency that builds brands based on proven relationship principles and ROI. GreenBook Blog provides original insight into the challenges faced by the market research industry today.
The benefits of social research and intelligence are powerful, growing rapidly and has already become truly transformative to those who embrace it with an enlightened approach. Both Ray and Rob will be at IIeX in Atlanta next month, and although we don’t have a debate planned on stage, I bet there will be some really interesting evening discussions happening!
In a recent editorial, Ray Poynter recently raised some interesting reasons why he believes social research has, to date, not had more impact on market research. The truth is social listening has already been through several phases of evolution and rapidly entering the next one. In 2006-07, social listening began its hype phase when relatively simple do-it-yourself dashboards, with limited data functionality and generally driven by the need for communication teams to “monitor the brand,” began to become pervasive. In 2008-2011, as social listening and intelligence became de rigueur with the boom of social media growth, there began to become greater demands on the technology as primary voice of customer input into many functional areas in organizations. In 2012-13, there came the inevitable disillusionment phase for some brands that had greater, and perhaps unrealistic, expectations and hopes for basic social listening technology as they perhaps hoped that the data aggregation nature of these tools could also fulfill the data intelligence needs too – not realizing they were separate technologies. Some researchers believed that the easy-to-use, low cost nature of these solutions could be useful to provide rapid research findings. To deal with these inaccuracy issue, some market research teams and vendors had to turn to interns or other dubious processes to hand code the data for sentiment. Add to this the challenge some researchers have had in terms of trying to correlate social data with other sets of analysis, such as customer satisfaction, product sales and more, it’s no wonder that the technology hit the trough of disappointment for some. But to those who truly understood the technology, this was no surprise and, in fact, was inevitable. The good news is that there are now a new generation of solutions and methodologies that address the limitations often cited by critics and were inherent in many basic monitoring solutions and provide researchers with advanced capabilities that address almost all of the perceived limitations. The ability for algorithms to effectively analyze human language has grown leaps and bounds over the last 18 months. Instead of a one size fits all approach, these new language technologies also allow researchers to break out of the confines of limited metrics and include emotion, intensity, intent, and the ability for researchers to build an almost unlimited number of their own custom classifiers without having to use primitive Boolean queries. These advances are helping to provide much greater insights, more rapidly and reliably, than ever before. Highly accurate data, the ability for researchers to easily custom classify data to help answer a wider range of research questions, the ability to apply the analysis to people and segments and integrate this data with other datasets for correlation are clearly transforming the industry. In one recent experiment, we took a year of historical conversation regarding a certain car brand, enriched it for high accuracy and built custom classifies to isolate the conversation into pre and post purchase to see if higher positive sentiment led to more car sales. Another case study, conducted in partnership with Professor Wendy Moe at the University of Maryland, for a major enterprise software brand, tried to correlate social conversation – especially sentiment – with offline brand tracking. This is a powerful example of why decomposing the social conversation through advanced filtering and applying effective methodologies that go far beyond the capabilities of a basic monitoring, and avoid the pitfalls of simple average sentiment approaches. The convergence of “big data” technologies, a new generation of linguistic analysis and filtering and the application of new, proven science-driven methodologies are true game-changers. Of course, all change is difficult and early versions of technologies always take longer to mature than we hope or anticipate. Leonard “Lenny” Murphy has been in the Market Research industry for over a decade in various senior level roles, most notably as CEO of full service agency Rockhopper Research, CEO of tech-driven start-up BrandScan360, and Senior Partner of strategic consultancy Gen2 Advisors. A major aspect of his work focuses on collaborating with multiple organizations to help advance innovation and strategic positioning of the market research industry, most prominently as the Editor-in-Chief of the GreenBook Blog and GreenBook Research Industry Trends Report, 2 of the most widely read and influential publications in the global insights industry. He lives in Atlanta, GA with his 5 (yes, 5!) children, Should- be-Sainted wife, dog and a clinically insane cat. La Mission di Studio Samo e sviluppare in Italia una cultura del web marketing attraverso consulenza strategica, servizi alle imprese, progetti originali, articoli, libri, corsi di formazione e workshop sull’utilizzo di internet nelle sue molteplici forme per lo sviluppo del business. La strategia alla base di un qualunque progetto di web marketing e far ottenere al sito la massima visibilita in relazione al proprio target. Attraverso la nostra piattaforma di eLearning Academy Studio Samo offriamo video corsi online di alta formazione in ambito Web Marketing, tenuti dai migliori esperti del settore. Web Marketing BlogAttraverso il nostro blog offriamo risorse gratuite, articoli utili e guide per approfondire i temi piu attuali dell’Internet Marketing. Per costruire e monitorare la propria reputazione online il Social Media Listening e un’attivita fondamentale. Il Social Media Listening, anche conosciuto come monitoraggio dei social media, e quel processo di monitoraggio, individuazione e valutazione di tutto cio che viene detto su Internet su un determinato brand, su un prodotto, ma anche su un individuo.
Sui social network le conversazioni tra utenti generano enormi quantita di dati non strutturati. Tutte le informazioni raccolte estrapolando dalle conversazioni parole chiave o frasi specifiche, vengono filtrate e analizzate per poi essere restituite alle aziende sotto forma di dati utili per potenziare le loro attivita di marketing e migliorare la soddisfazione del cliente.
Esistono diversi modi per utilizzare i social media per ottenere informazioni, un esempio e il monitoraggio dei forum di supporto dei clienti online.
Indice dei contenuti1 Perche e importante il Social Media Listening?2 Come definire una strategia di Social Media Listening2.1 1 . Ascoltando le conversazioni degli utenti online, le aziende hanno l’opportunita di conoscere i propri consumatori, le tendenze del settore, la reputazione e la percezione anche dei concorrenti. Per prima cosa e necessario stabilire quali sono gli obiettivi per una corretta attivita di ascolto e monitoraggio dei social media. Definisci quali sono gli argomenti o i settori piu importanti per il tuo business e identifica le parole chiave che vuoi studiare per trasformarle in dati e valori numerici utili alle tue strategie di marketing. Una volta ottenute queste informazioni, si passa a definire le azioni per raggiungere gli obiettivi stabiliti in precedenza.
L’infografica di Netbase mostra alcuni dati sulla percezione  dei consumatori sulle azioni di monitoraggio dei social che i brand compiono.
Molti utenti apprezzano i social network perche permettono loro di interagire con i brand e di avere feedback immediati.

Laureata in Scienze Politiche con indirizzo comunicazione ha lavorato come addetta stampa per alcune importanti aziende, come Federambiente e Cir onlus.
Investing time exploring social listening tools can help tune your business strategy, connecting the dots for greater profitability AND deeper audience connections. Our best success in both choosing tools and getting a good outcome from social listening came from having a clear plan going in. There are four basic steps to successful social listening: discovery, analysis, management and integration. Whether you call it listening, monitoring or tracking is important, but the concept remains the same. We decided the $30.99 per month for the premium version of HootSuite was worth the investment. Trendsmap and What the Trend will give you a bird’s-eye view of what’s trending on Twitter around the world.
These deep discover tools are often too broad, so you may just want to slim down the top links of the day from trusted people within your own network using Gist or Summify. Michael Hawksey’s TAGSExplorer is useful for archiving Tweets (click on “Help” to get a quick overview).
Here’s an example of a conversation map I made for the Sunlight Foundation’s Legislative Data Transparency Conference, using the #LDTC hashtag.
You can also get stats to visualize your Twitter community by using Twitter Counter, Tweepi, and Schmap.
We recommend: Zotero for keeping track of research because it’s open source and can be backed up locally as well as in the cloud. Pinboard is the new favorite for managing bookmarks after Yahoo more or less abandoned Delicious. Tree Style Tab lets you manage many tabs, using indents so you know what site you came from. Smart Bookmarks Bar stores frequently visited sites at the top with just a small favicon so it only takes up a tiny bit of room.
For $24-$99 per month, Highrise can do CRM (customer relationship management) for your whole team.
Dissecting discussions: We used Radian6 to compare keywords from two streams of tweets, each using a different hashtag, but both related to the same conversation. Keeping track of all your accounts with various services is a pain, but don’t let it stop you from trying something new.
Always make sure you test the options for importing and exporting your data for everything you use, and make sure the file formats are universal. Unfortunately, perfect integration is difficult to achieve because each service provider has a strong interest in locking you into their service. That’s an important question, and one you should return to each time you assess your needs and resources. One final, key tip: Know what you’re getting into and make sure you always have an alternative option.
Nicole Staudinger replied to Nicole Staudinger: Kudos to everyone who contributed to the discussion!
The Journalism Accelerator is a forum connecting the field of news and information with outside areas of expertise to enrich the new media news ecology. Integrating Social Media Listening Into The Sales Process You are using an outdated browser. It’s really useful for keeping an eye on recent industry developments and brand reputation. You can search through a tweet archive for URLs sent via Twitter, including results for full URL links, shortened URLs, and URLs without the “www” prefix.
It is oriented to Facebook and is a great way for a company to identify people by name that are most active is commenting, liking and sharing their content and in finding others like them. Google Analytics is the most effective tool for measure if social activity translates to conversion and business success. The data is represented as a line graph but can be broken down by region, language and closely associated terms. Includes audience identification tools, the ability to streamline workflow, and custom reports.
Buzz Tracking is a great monitoring tool that allows you to see the buzz volume in real time. From this data set, you have several widgets that allow you to see an overview of all the information or you can drill down to the nitty-gritty. One feature is their Authority Score which is the number of links to a blog within the last six month.
It’s a great tool for scheduling tweets and monitoring your interactions and messages, as well as tracking hashtags and managing multiple accounts.
It is a good way of finding out who are your most influential followers guiding you towards the right people you should be targeting when aiming to share and promote online content. It is especially valuable for those looking for people at locations, and events at the moment. He is on the MBA Faculty of Rutgers CMD and is the author of two books on digital marketing. Contributors from both sides of the table share their expertise and offer unique perspectives on a wide variety of issues, both strategic and tactical.
David Rabjohns rebutted here, and today we have Rob Key, CEO of social intelligence consultancy Converseon, going even deeper.
As the founder of a leading social intelligence consultancy who has lived through the evolution of social research for over a decade, I continue to see misconceptions about what listening is, and is not, and its role in market research.
Like many other technologies, the category was not immune to the Gartner Hype Model for technology innovation. This included those areas, like market research, that required high levels of data accuracy and reliability even those these platforms were not designed for this kind of use. The end of 2013-14 has marked the beginning of the “slope of enlightenment” phase where the technologies and approaches have matured to the point of being able to successfully meet the high hopes and expectations of the marketplace in ways not previously possible. Much of the criticism regarding social listening from the market research community stems directly from trying to retrofit these basic monitoring tools for market research purposes since that’s not what most were designed for. However, using just these tools for advanced research and business intelligence purposes is not only challenging, but can be dangerous. Pretty looking charts in off-the-shelf dashboards hid the significant data quality issues that were pervasive, and remain so in many areas, and it was just a matter of time that these limitations shined through.
Instead of simple “rules-based” approaches, the newest techniques also embrace machine and “deep” learning methods that continually evolve based on large-scale human training. This allows for the segmentation of data in much more meaningful ways – such as classifying the data based on where they are in the buyers journey (pre versus post purchase). While previous approaches made it difficult to attribute conversations to a particular group or segment, we can now do so with great precision.
We are finding that the answer is a firm “yes,” as long as the data and methodology is solid. There will of course always been room and need for additional “prompted” approaches to get to insights that go beyond social. And they are already being applied by leading brands to research needs as wide-ranging as competitive analysis, campaign planning, brand tracking, product development, and much more.
And the broader adoption of social research and intelligence will require the industry’s willingness to reconsider current models, evaluating the newest breakthroughs with fresh eyes and challenging some notions of what it can, and cannot do. Murphy is a key consultant to numerous insight-focused organizations on both the supplier and client side and an advisor to several technology focused start-ups via his consulting practice.
I am probably a tad more doubtful that there scope covered by social media conversaitons is wide enough and deep enough to make a major contribution to most market research questions (which tend to be detailed, tactical questions about small to medium-sized, low interest brands IMO).
Before most floods there is a lot of social media discourse about the danger of floods, the likely impact, the causes (bad dredging, global warming, not enough spending on flood walls etc). Submissions & Voting Are Open for the Insight Innovation Competition at IIeX North America 2016!
Coerentemente con gli obiettivi di business, utilizziamo tutti gli strumenti che il web mette a disposizione per garantire la massima efficacia e ritorno sull'investimento.
I nostri corsi, di stampo pratico, sono rivolti ad aziende e privati (con borse di studio per non occupati) che intendono accostarsi o approfondire le principali tematiche del Web Marketing.
I nostri docenti forniscono lezioni su misura per le tue esigenze specifiche, individuali o per piu persone della tua azienda, in date ed orari che scegli tu.
Grazie a una corretta strategia di analisi e possibile monitorare il volume delle conversazioni, il sentiment degli utenti nei confronti di un brand o di un prodotto e l’ identificazione degli influencer nel settore.

Tutte queste informazioni sono utili  per definire le attivita di marketing e sviluppare nuovi prodotti e servizi. Negli anni ha coltivato la sua grande passione per la scrittura curando i contenuti per alcune testate web edite da Banzai media e Met Up, curandone anche i profili social. This post offers a summary of what we’ve found, for you to consider as you size up methods for deeper knowledge of and engagement with your audience. If you’re considering the offerings of the big kids on the block (such as Radian6, Crimson Hexagon, Lithium, Simplify360, or Alterian), know specifically what you want out of it before you go in. Outlining your community and business requirements early on focuses your search for a social listening solution that provides the best fit for both budget and bandwidth. Learning what’s said about you, your company, your products - including your reporting - in the wide, wide world of social media.
It offers custom options for multiple team members to be active on multiple social media accounts. It can search and highlight real time updates from Twitter and Google+ including links, photos and videos with a better eye for relevancy than Twitter’s built in search. Good social listening tools let you set a wide range of parameters to hone in on the information you want.
Until they start adopting more open standards like BrowserID, OStatus and the like, it will always be a headache to make everything play nicely together. Some of these tools are both low entry and pretty basic to audience engagement, while others are like a special cherry on top.
For example, try to avoid becoming too dependent on a service that doesn’t let you export you data.
The steps are: Define goals, use tools and resources that meet the objective and create a measurement plan to make the listening actionable.
Weekly analytics reports and the excellent team management facility (delegating tasks, sending private messages) can be very useful when there’s more than one person handling the social media accounts. Some people find it useful, as it measures influence through engagement on Twitter and it is a good means of keeping an eye on what people think about your brand, and to see what influences them the most. Your business can now attribute new sign-ups or revenue to content your users shared on social media. Technorati is an important for any business that blogs and is looking to find and build relationships with influencers and advocates in their industry.
In the model, a trigger technology leads to a peak of inflated expectations that are simply not realistic, which then leads to a trough of disillusionment before a slope of enlightenment kicks in where the evolution of the technology grows to the point that it begins to fulfill its potential. It’s in this period where we will see even greater adoption, which I expect, in turn, to drive even greater transformation. They were designed to monitor, in near real time, general conversations about ones product or brand and getting a general indication of what is happening in the market, generally for campaign and crisis management. Incomplete data, limited metric options, often inaccurate sentiment analysis and very high levels of irrelevant records due to the limited powers of Boolean queries can lead many researchers to exactly the wrong conclusions. The best of this technology can also be “tuned” to specific brands and categories so that it understands the word “small,” for example is good if you’re selling smartphones, but not so great if you’re selling hotel rooms.
Machine learning approaches have superseded Booleans with much greater efficiency and reliability. We can map conversations to specific segments, identify not just gender and basic demographic information, like location, but also create a hierarchy of interests, psychographic attributes and discover unmet needs and more. By combining social conversation data with search and other data, one can map the customer journey and discover perceptions along the way, gaps and unmet needs. He is involved with numerous organizations including the Insight Innovation Exchange, The ARF, NY AMA, NewMR & MRGA. Il monitoraggio puo avvenire su diversi canali come Facebook, Twitter, blog, forum di settore ecc. We’ll tell you a little bit about how each tool works, and share a framework so you can consider how social listening may advance your success.
To help guide the build of our service model, we subscribed to and tested the capabilities of one social listening industry leader, Radian6, over the past eight months. Know what you want to achieve before you start trying tools, and know how much time you have to invest in the effort. Once you know what people say, you can do something in response: Engage a source, answer a question, solve a problem. Or pay $119.85 for three months of Giga Alert to get custom query monitoring, including searching tweets, and better-tailored notifications. For example, you should always be checking and managing Twitter, so why not use something like HootSuite to make that easier? A sampled data set hand coded by human is also equally distorted – some agree at less than 60 percent. Semi-supervision methods can allow “low confidence” records to get reviewed by humans and in turn continually improve the system. In a recent test we have conducted to try to isolate the product “spam” (the food) from the rest of the online “spam” conversation, the best boolean queries were only able to generate a 15 percent relevancy rate in the data, while machine learning rapidly achieved over 90 percent.
I also believe we will see nano-survey approaches in combination with social research, as well as other techniques.
Further, by being able to listen to certain segments, we are now able to create passive “panel” listening to key groups for ongoing, meaningful insights, and then find “look alikes.” And this is just scratching the surface of where this is going. But like most good things in life, it turns out that the best of social research and intelligence takes some work and modeling that goes beyond basic monitoring dashboards. He also Chairs and produces conferences globally in collaboration with other leading organizations, and speaks about the future of insights and how to deliver maximum business impact at many events annually. The news about the weather forecast is causing the conversations, the weather forecast was caused by the event, even though the manifestation of the event happened after the forecast and after the start of the social media conversations.
Our goal with this list isn’t to cite everything that’s available, but to present a comprehensive range of options we think may be most useful in your work. While it appears to satisfy major corporate brands like Pepsi, UPS, and Dell, it didn’t do as well helping the JA achieve its objectives, which are less about brand loyalty and more about tracking emerging trends. If you’re on a shoestring with little time to spare, you may find some tools you need in these free or low-cost alternatives. Going in with an idea of what you hope to learn sets up the experiment for a greater return on the effort.
For example, if you use Nimble to organize your Twitter followers, you can export them as a .csv to load in your local address book. You’ll always be perusing articles on the web, so why not bookmark them with Pinboard or keep a snapshot with Zotero?
HowSociable breaks down scores for different social media platforms, allowing you to see which social media platforms work best for you and which ones need further development. It offers social media management with comprehensive listening and predictive analytics built-in.
When a report derived from a basic monitoring tool was provided to the CEO of one of the world’s leading technology companies, the CEO quickly read the small print which said “sentiment is estimated at 60 percent,” before turning to the team at hand and asking, “if this is true, then why are we even having this discussion?” This certainly represents a trough of disappointment.
At my firm, we have to have three independent trained “coders” review a record and if there is a disagreement, we have an adjudication process.
This is why the newest sentiment analysis finally is achieving near human level precision at the speed and scale that only software can provide. And given that there are now many flavors of social listening and intelligence and they touch so many areas, success will require brands to develop a comprehensive approach to determine exactly where and how social intelligence can and should support an overall market research strategy. For example, when Twitter and TV advertising are looked at together it has been shown that the TV advertising drives the Twitter action AND the Twitter action drivers the impact of the TV advertising (and that is even before homophily is allowed for).
But here’s a limitation: you won’t be able to export all the tags you’ve assigned to each contact. That way you can track sites that are relevant to your work, places deserving a regular visit and communities worth engaging. It can become quite complex, especially dealing with large data sets and with sensitive metrics, like emotion. Combining this analysis with the power to “backcast” – or go back in time to a precise moment to capture the conversation exactly as it was then – is especially unique to social research and quite powerful. Humans are still needed to connect the dots while technology is finally at the point to do the heavy lifting more efficiently and reliability. On the other extreme, basic “automated” sentiment based on a simple rules based approach – the approach used by the vast majority of social listening tools — simply can’t capture sarcasm, slang and the other nuances of language that make up much of social conversation with any level of reliability.

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