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
• Choose your Key Performance Indicators
• Have a base understanding of what those look like normally
Analytics
Pollen Count page
Analytics
• Choose your Key Performance Indicators
• 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
Google search trends
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?
Is a noisy dog a nuisance?
Is a noisy dog a nuisance?
Is a noisy dog a nuisance?
Zika: big deal, or not?
Zika: big deal, or not?
Zika: big deal, or not?
PokemonGO drink some water
PokemonGO drink some water
PokemonGO drink some water