answering the questions nobody asks (but should): using social listening to create content for the...

Answering the questions nobody asks (but should)Using social listening to create content

for the web and social media

Tara HallSpringfield-Greene County Health Department

Springfield, Missouri

What is social listening?

Why is it important?

People don’t always know how to articulate their concerns…

and they won’t always ask you directly.

Social listening is the way to figure out what people are saying about you, even when they’re not saying

it TO you.

So, how do you do it?

Good old-fashioned feed scrolling

Comment sections

Analytics

• Choose your Key Performance Indicators

Analytics

Analytics


• Have a base understanding of what those look like normally

Analytics

Pollen Count page

Analytics


• Have a base understanding of what those look like normally

• Check regularly and note any changes.– Spikes in views on certain pages– High bounce rates

Analytics

Zika page

Website search function

Google search trends

Okay, but what am I looking for?

Okay, but what am I looking for?• Specific questions

• Lack of understanding or common misconceptions about a particular topic

• Concern about a particular topic

• Trends or popular subjects

Using what you find to create content

Using what you find to create content• Answer questions

• Clear up misunderstanding

• Calm fears by giving clear information and actionable advice

• Relate trends to your content to create interest

Examples

Is a noisy dog a nuisance?


https://www.facebook.com/SGCHD/videos/10153617699469378/

Zika: big deal, or not?

PokemonGO drink some water

Thanks for listening!

Find me online@taralynnehall@sgchd

[email protected]

answering the questions nobody asks (but should): using social listening to create content for the...

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