monitoring trends on social media: twitter, blogs, and google insights

Trends in Online Behavior

Professor Matthew Kushin, PhDShepherd University | Department of Mass Communication | 2012

Review: How do they monitor?

2 popular ways: Monitoring the “real time web” Exploring “trends” on the social web Today’s

Focus

2: Social Data Trends

Trending

Data on an issue, subject or event over a period of time

uncover trends, or patterns of behavior

These trends can inform decision making

Uses

Some include: Compare and contrast performance of different

keywords. E.g., brand names

Segment search data by geographic regions (country, state, city).

Identify search keywords that are most important in any industry

Sort of things to track

Key players

Competitors

Mentions of our brands, products, etc.

Industry news

keywords

3 Types of Tools

Twitter Trends

Search Trends

Blog Trends

1) Twitter Trends

There are many, but 1 I like is: Archivist

Url: http://archivist.visitmix.com/

We’ve explored this before!

Best Super Bowl Ad??

Example Scenario

You work for Chrysler and you’ve recently put out an $8 million dollar, Eminem advertisement

You want to know how the twittersphere is reacting. Why?

You know many people go to Twitter to share info & ideas.

So, you can get an easy, free sense of how many people are talking about your brand.

Tweets with “Chrysler” on/after 2-6-11 Superbowl

Months later….

Chrysler less talked about on Twitter than Ford

May 17, 2011: Searched Trendistic: “Chrysler, Ford”

2) Blog Trends

Similar to Twitter trends, except: Allow us to see most popular topics people are

blogging about

Why valuable? Bloggers are influential, convo starters.

Icerocket (blog)

URL: http://trend.icerocket.com

What is it: Set of tools for blogosphere data

Use: A few. But 1 is seeing trends in blogs over time. Click keyterms to see blog posts from a point in

time

Example

Buzz on blogosphere when Microsoft acquired Skype

Example Client

Search for Chrysler, Ford, Dodge (owned by Chrysler) Note in Feb Chrysler spiked but trailed off while Ford

remains strong

3) Search Trends

Google Search Insights

Tracks Google.com searches (only)

Url: http://www.google.com/insights/search

Example Scenario #1

Scenario: Your want to demonstrate your Chrysler ad

campaign is generating buzz. Notice a spike on Google searches

Example Scenario #2

SeasonabilityWhen is the best time to launch a campaign?

“Personal budget” Budgeting is much more top of mind around the New Year so maybe a New Year’s resolution based campaign would strike a cord with consumers

Example Scenario #3

You want to know what product features people search for the most, when they look for a smart phone.

You’ve created a product to rival the iPhone and want to see if you’re gaining traction

Lab Guide: Google Insights

Tonigh!

Go to the following link: http://bit.ly/FSM_LabTrends

Read through material, do tasks Watch videos (please watch individually w/ your

earphones on) This material will prepare you for Participation #4 When ready, goto Sakai to download Participation 4

– Trends Quiz Turn in next class. #4 is graded based on % correct.