it's not eavesdropping; it's listening!

It’s not EAVESDROPPING;

it’s RESEARCH!

Potent methods for using social media to listen to

your target demographic.

#NACCAP2012

Andy Welfle, Reusser Design@awelfle // @reusserdesign

Monday, June 4, 12

“Social media is having conversations with people online.”

—Marta Kagan

WHAT IS SOCIAL MEDIA?

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“Give the lady what she wants”

—Marshall Field

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LISTENto your customers!

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How, if at all, do these tweets help youresearch for your job?

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• A captive audience• Detailed demographics• A curated space•Well formatted, easy to navigate

• Reach a broad audience• Listening tool as well as

broadcasting• Indexed, searchable terms

(hashtags)

QUANTITATIVE QUALITATIVE

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Know your keywords!

“going to college” “christian college”

“[your college’s name]”“admissions”

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What you want to know

What your keywords might be

What people are saying about my institution [your college’s name]

Hopes and thoughts from students about leaving for

college“going to college”

Specific Christian college tweets “christian college”

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Twitter Lists

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Twitter Lists

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Twitter Lists

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Quantitative Data with Facebook

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Social Dashboard

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Team assignments and internal notes

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Datamining

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Measuring

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TIPS• Be vigilant.• Be consistent.• If it requires follow-up, do so in a timely

manner.• Sometimes, passive listening is best.• Get good at filtering irrelevant content.

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Thank you!

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Twitter.com/ReusserDesign

Monday, June 4, 12