Stalkin’ folks on the ‘ol Facebook

To me, the phrase “social media monitoring” sounds like an official way to say “stalking people on Facebook”.

SOCIAL MEDIA = Facebook, Twitter, Etc.

MONITORING = Watching, observing….STALKING ??

And that might or might not be the case.

Courtesy of the textbook, below is a five-step approach to efficiently and effectively find relevant content on the social web via tracking:  (how to look stuff up well!)

1. Choose Focus Area
It is necessary to track an organization as well as its competitors.

2. Select Target-rich Platforms
Find the platform that the target audience uses.  The data will be richer and more accurate.

3. Identify the Appropriate Keywords and Phrases
Use the proper lingo!  Not everyone uses tech-speak or proper terms.  The Google Adwords Keyword Tool provides a good way to find frequently used search terms.

4. Restrict or Widen the Search
Boolean operators like AND, OR and NOT can be used in a search query to modify the results.

5. Adjust Searches
If a brand or company is new, a marketer can still find valuable information by searching its competitors or even by searching its target audience.  In addition, B2B companies will have little-to-no presence on platforms such as Facebook and Twitter, but might be on LinkedIn.

Finding the source is just part of it.  Tools such as Google Alerts and RSS can help a follower monitor the appropriate sources.

Chelsea Varney says in this post on Brandwatch:
Measuring what is happening on your social networks isn’t always about measuring the big numbers.

Sometimes it’s the engagement on a particular post which can be the most precious piece of information.

If you have a small but active fanbase on Facebook, then your profile is arguably far better than that of a big brand with millions of likes yet receives little interactions on their posts.

One million silent, uninterested followers is no better than none at all.





Branded Mobile Social Networks

A branded social network is a social network created by and for a specific brand. They are typically delivered through applications on a mobile device. Users can connect with each other in some way that leads back to the brand.

Some examples:

Children with Diabetes- This is an online community which allows parents and children to connect with other families with the same type of disease. There is an online newsletter, FAQs, private chat rooms, and discussion forums for specific topics. (Book does not say brand that created this, some sort of pharmaceutical company)

SitOrSquat- This is an app created by Charmin. This app allows users to add, find, and rate nearby restrooms. Image


These type of social networks can be difficult to create. They must have a strong value incentive for the user to create yet another social media account. Before you decide to create one for your brand determine the pros and cons of using an already existing social network for marketing your brand. Some companies use their Facebook or Twitter to direct consumers to their app. It all depend on what is best for your company.

Jordan Rafferty

“Tinder” Lovin’ and Marketing: Location-Based Social Networks

First comes love. Then comes Marriage. Then comes… Tinder? And a marketing strategy… carriage… thing.

…Hold the phone!

But it’s true. With the evolution of location based marketing, more and more mobile applications are being used by marketers to engage with their public.  While Foursquare and Facebook are generally at the forefront of this strategy, there have been some new social media applications showin’ some love in the marketing arena.

Puns. Ten points for me.

So. Traditionally, location-based marketing is used by businesses to offer discounts or different promotions by asking publics to engage in the company’s social media. This can be done through checking in or liking a photo. In comes modern day, social media generation gurus who are apparently lookin’ for love in all the cyber places…

…That sounded worse than I had intended.

I digress. Ahem! With this emergence of this love-sick-sappy crew comes the application Tinder.

Basically, Tinder allows for you to create a profile that has up to five photos, your first name, your age, and a tiny tagline. Most importantly: It uses your location to connect you with others in that same area.

I would tie this all together for you, but my good friend Ankur Nagpal does a mighty fine job of doing it already in this article.

Conan O’Brien Did It and So Can You!

How Conan O’Brien Used Social Media and Location Marketing to Defy the Odds

posted by: Amanda

So here’s what happened:
In 2004, when O’Brien and NBC negotiated his contract with the network, it was agreed that he would take over The Tonight Show from Jay Leno in 2009.  However, executives later met with Leno and O’Brien and proposed moving the show’s time slot to a later time to accommodate Leno’s new show.  O’Brien disagreed with the decision and people began sharing their support for Team Coco (@conanobrien) on Twitter.  He later announced in April 2010 that he would leave NBC.  His plan was to move to TBS and host a brand new show.

Here’s the challenge:
TBS is a much smaller network and mainstream networks such as NBC stilled owned the late-night audience.  O’Brien needed an innovative marketing solution.

And this is what they did:
To generate buzz, the Conan Blimp was born.  It was advertised with YouTube commercials and high-res images on Flickr.  The blimp had its own website which included a live map and livecam.  Users could track its location and use the hashtag #TheConanBlimp on Twitter.  The meat of the strategy was with the use of Foursquare.  During the blimp tour in October 2010, users could check in when they saw it flying overhead which then earned them a Conan Blimpspotter badge, to be displayed on their profile.  Upon check-in, this message would be received:

These were the results:
– The Blimp received more than 21 thousand check-ins and more than 100 comments on Foursquare during the promotion.
– The Conan Blimp received considerable media attention
– Finalist for Location of the Year in the Shorty Awards
– Team Coco reached over 51 thousand followers on Foursquare at the end of the promotion

In this post by Persephone Kazl, I’m with Coco: Is Conan O’Brien the New King of Social Media?, the situation is covered in a little more detail than in our textbook.  Due to legality, the new show could start for eight months.  During the time between his last NBC show in Jan. and the start of the new show in Sept., O’Brien was forced to re-evaulate his whole career.  In Kazl’s post, he is quoted comparing is contractual obligations to “a prisoner in a 14th Century cell writing little things on a piece of paper and throwing them out the window”.  She goes on to say that fortunately, for Conan, those little pieces of paper were actually tweets and they weren’t just going out the window. They were being read by his more than 1.8 million followers.



How to Build an Online Community

For some companies and organizations, existing discussion boards and forums are not enough to accomplish their marketing goals. If that is your situation it may be better just to create a new social discussion space. It is challenging because only a few have succeeded, but here are some tips on the best ways to build an online community, expand membership, and accomplish your external social media marketing objectives:

1) Have an image of the target audience.

Try to appeal to the buyer personas that might be interested in items like the product and the conversation will develop organically. 

2) Offer memberships to close contacts, friends, customers, employees, business partners, and so on.

Finding people to actually join and participate is the hardest part. You want to first offer membership to people with prior engagement with the brand or product because they will potentially become your core members.

3) Encourage members to invite their friends to the community.

There are two strategies to this: open invitations and limited invitations. An open invitation is where  members can invite as many people as they want, which grows a community quickly. As an incentive for members to invite people you can offer some sort of recognition or prize to reward the top recruiters. A limited invitation allows members to invite only one person per month. Making an invitation limited and rare, makes it more valuable. It gives your forum a sense of exclusivity and makes it more exciting to be a part of.

You want to have a lot of members for a successful community, but be aware that it is essential for the members to be active and contribute the the discussions. You can have a lot of members, but if they don’t participate is the discussions, then it is pointless. There are some steps you can take to encourage your members to participate. Asking open ended questions, having polls in which users vote, and recognizing quality posts are all effective methods. By following these few tips, building a new online community should be a success. 

Jordan Rafferty

@Teedubya’s Social News Site Story

A social news site is a website that gives the power of content to its users. While these sites act primarily as places where one can go and share opinions, they also provide a bit of exposure to those expressing them.

One of the most popular social news sites in the status quo is Reddit. Reddit allows its users to post links to web content on its site, and allows for users to network unique ideas and opinions in doing so.

While Reddit is important for simply sharing opinions, Reddit , like other social news sites, can have a large impact on the nature of the opinions posted as well. Take for example, Travis Wright, a social media analyst that utilized Reddit and was able to change how the Chiefs football publicist handled the team’s social media.

After being blocked from the Chief’s twitter page for posting a comment about his unhappiness with the team’s financial issue, Wright turned to Reddit to express his opinion. Shortly after, his opinion was picked up by major media outlets, and his distaste for the Chief’s poor communication tactic was heavily broadcast throughout the entirety of the web.

His story begins here….

Mariah Suddarth

Discussion Board Netiquette

posted by Amanda





Our book includes a section about this very topic.  I agree that none of the following guidelines are groundbreaking, and many will likely seem obvious.  Most online etiquette issues can be resolved by using a little common sense and by reading the rules of the particular discussion board prior to posting.

The book’s advice includes:

Stick to the Topic
Avoid chit-chat and diversions.  Other people will eventually have a similar question and weeding through the nonsense really gets in the way of finding the answer.

Search Before Posting
Often times, someone else already posted the same question.  Look for it before you start a new thread.

Use Good Grammar and Capitalization
Individual participants in an online discussion can get away with a little looser standards.  Posts on behalf of a professional entity do not have this luxury.  Errors in grammar, punctuation and spelling make an organization seem less credible.

No Feeding the Trolls
Haters gon’ hate!  The most effective response is to ignore them and refuse to give them the attention they seek.  Be nice!

Do Not Post Repetitively (or Double-Post)
Sometimes it takes time for an acceptable answer or response.  Posting your question more than once simply because it was not answered the first time is incredibly pointless.  All this does is split the conversation. Be patient.

No Sock Puppets
The New York Times defines this as “the act of creating a fake online identity to praise, defend or create the illusion of support for one’s self, allies or company”.  It is better to endure a few negative comments than to get caught and look stupid.

Okay, wait a minute.  Go back to the trolls thing.

In this post, 18 types of internet trolls are exposed and explained.  Although a humorous list describing online creepers, many of the examples parallel the advice from our trusted textbook. Feeding trolls, talking in all caps and the grammar police are all mentioned. (Except in this case WE are the grammar police.)

I found another article, Why People Troll and How to Stop Them.  It provides some more insight into the problem of trolling.  It says that Facebook and Google executives argue that we should eliminate anonymity on the web and that they cite trolling as the reason.
One section, How to Stop Them, presents a few plans to save the community’s usefulness from being destroyed by a small minority:

Pre-moderate. Only after a moderator approves comments are they posted. This is very effective with competent moderators but it requires lots of time. It also hampers discussion if it delays postings.

Post-moderate. This eliminates the time lag but still incurs the labor costs. Inappropriate comments may get brief airplay.