Frequently Asked Questions

How can I identify opinion leaders?

The most active users or participants in a given community are often called opinion leaders. Often, the number of mentions (comments associated with a specific topic/brand/product/theme), defines the rank. An opinion leader is a person who influences others, knows the given topic well, produces good quality content, is authentic, and last but not least, can influence a sizable portion of a target group.

 

When measuring social media, clients do not always decide in advance how they will address individuals (i.e. blogger, forum, Twitter, or Facebook users), and how these people can be “utilized”. Often, the goal is to involve these participants in the viral spreading marketing communications. But they could also be recruited to help with product or service testing, or as research participants.

 

When choosing opinion leaders, the purpose should first be defined with an appropriate mechanism set up to achieve that goal, along with a valuation system to measure relevancy, reach, content quality, authenticity and activity. Also, one may want to focus on the opinion leader of a particular brand, or the opinion leader of other topics of interest to consumers.

What shall I measure and how often in social media?

Measuring social media is not only important for the communications department, but also for the company. A number of reports can be used with various intents and frequency. The report can be tailored to the recipient of the report based on one’s organizational role, responsibility and decision making authority.

 

Steps recommended when setting up a measurement system:

  • Report recipients or users of the system should list what information is requested from social media, and the frequency of the report.
  • A status quo report shows the quantitative and qualitative results of dialogs in the consumer cyberspace over the past 12 months. It analyzes the industry benchmarks, opinions of the company/brand in social media, its role, and the most important consumer topics.
  • Comparing the status quo report to the company’s communications and business goals helps to formulate a KPI system that can serve as the basis for further measurements.
  • This will help to break down the report requirements to the operative levels of the individual departments.

Replise’s research staff is available to assist you in customizing your parameters.

What does a social media monthly monitoring report look like?

The contents of the monthly report depend greatly on which departments and what processes the measurements will eventually support. Most often, the report shows a matrix of qualitative and quantitative results in the various consumer topics, competitors and brand.

 

The number of mentions, sentiment analysis, topic evaluation, channel analysis, and brand value comparison are all included.

How does community media monitoring support your PR work?

Three levels can be identified when using monitoring tools, for each department, depending on the purpose of the research:

  • operational, daily issues
  • evaluation of past events
  • strategic decisions

An ongoing reputation management program, including a plan to address or prevent the spreading of negative or false information, is recommended. This should be used to monitor news releases spreading through social media, along with consumer feedback/comments.

 

When evaluating results, it may help to monitor and assess the results of CSR communications and sponsorship campaigns.

 

At the strategic level, it can be used to map out consumer values, devise CSR strategies, and set up a community ‘press list’.

How do community media monitoring programs support your marketing work?

Three levels can be identified when using monitoring tools, for each department, depending on the purpose of the research:

  • operational, daily issues
  • evaluation of past events
  • strategic decisions

Daily monitoring helps to optimize social media, monitor campaigns, identify the right online communities and topics on the company’s own community channels.

 

Tactical level measurements can show the results of ATL or social campaign “buzz”. It can be used for industry comparisons and measuring opinion leaders’ influences.

 

For strategic decision-making, it can be used to plan and complement classic marketing research. You can also use it to fine-tune communications messages, for ongoing insight collection, and for trend research.

How do community media monitoring programs support your customer service work?

Social media is an area where people can freely share their views, experiences and concerns about many things, including the products and services they use. These questions and answers leave a digital footprint, and search engines will also show other potential customers participating in the thread. A negative remark or a wrongly answered consumer question may cause serious trouble. Correct answers, on the other hand, may even reduce the number of questions sent to the traditional customer service channels. Hence it’s recommended to include social media channels into the customer service process.

 

It is also important to know that some users may not want to contact customer service. Embedding social media into customer service may help build direct contact, and even make satisfied customers into repeat customers.

 

The monitoring tool is likely to be most useful in monitoring activities on a daily level.

How do community media monitoring programs support your HR work?

Among social media participant generated content, we can expect to find posts by employees; it is possible to form a employees perspective about employers. It can be quite relevant as to what a potential engineer or financial expert considering employment opportunities with a firm uncovers about that company in social media.

 

Planning social communications is an integral part of “employer branding”, which is supported by historic data gathered by monitoring tools.

 

Similar methods can be used in social media for recruiting purposes, whereas marketing departments may focus on identifying opinion leaders.

 

How shall I respond to issues and complaints in social media?

There are many ways to engage customers on social media.  Some companies use “sponsored” opinion leaders, agents, or staged users. Other companies may have a well-known face of the company address issues on forums, twitter and blogs.

 

What is always important is a well-planned strategy, a properly designed script that defines who answers what, how, in what tone, when, directly or indirectly.

How can I compare social media monitoring tools?

No two software are the same, every approach is different. To a large extent, the logic behind the tool is defined by the purpose of the monitoring program: PR, marketing, customer service, sales. Who is the audience of the monitoring reports and how will the information be used? Although these tools are all referred to as monitoring solutions; one may be geared towards online press monitoring; another towards social media campaign support or to consumer behavior research. Some have a global focus, some local. The task of comparison is very complex. To learn more on the subject, read our three-part white paper, which is available for download.

In which countries is Replise available?

Most Replise services are available all over of the world. Our staff covers over 40 languages, prepares intelligence studies on many markets, including China, Brazil and the European markets.

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