sm2 analysis guide

Using SM2’s Analysis Tools

A Guide to Presenting Social Media Monitoring ResultsPrepared by Techrigy Inc.

Get SM2 free from http://sm2.techrigy.com

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Using This Guide

• This guide uses an example from an actual SM2 search

• The format of the analysis may be copied or adapted for your use

• Charts and images are screen captures from SM2 from Techrigy


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Search Example: WeCanSolveIt.org

• The Alliance for Climate Change, Al Gore’s organization launched a global awareness and call to action campaign called We Can Solve It with a logo that is stylized version of the word ‘we’.

• The keyword set up was simple and used the following:– Organizations: WeCanSolveIt.org, Alliance for Climate Change

• The words ‘Al Gore’ were not used because they would bring back too many unrelated results- we’re only interested in what social media is saying about the campaign itself

• We also avoided the terms ‘climate change’ and ‘global warming’ as they would return too many irrelevant results

• The search was run and brought back 772 results. The first result was dated 2/24/08, around the time the campaign was announced.


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Dashboard View for the Big Picture

• Dashboard provides a quick overview of trends and volume

• Sentiment gives you indications of how people feel, in this case strongly positive

• Top 100/1000 blogs shows number of results in the most influential blogs

• Top Ten Folders shows number of results in categories set up in SM2

• Top Ten Author Categories shows results organized by how authors tagged them


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Sentiment: Positive or Negative?

• Sentiment in SM2 is intended to be an indicator, not an accurate measurement.

• Sentiment shows a trend of positive vs. negative

• We use language patterns to identify posts that might be related to positive or negative statements

• You can drill down to a post that has sentiment indicators, read it and mark it as accurate or not


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Demographics: Who they are, where they are, what they think

• Gender/Age. We determine gender and age based on user profiles when available

• Geo-location. Mapping is based on where the social media profile indicates. Clicking on a country gives more details.

• Anywhere in the analysis screens you can hover over and see number of results; click to drill down to details.


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Drill-down: Examining the sources

• You can drill down anywhere in the Reports area

• Mouse-overs bring up a results count on any chart

• Clicking on the charts brings up the results

• Clicking on Full Detail brings you to a wealth of information for that result

• Clicking the URL in Result Details takes you to the actual social media site


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Authority Rank: How influential are they?

• We create an Authority Rank of one to ten based on a variety of factors:– Alexa ranking– Inbound links– Number of comments– Technorati ranking– Google PageRank and more

• Using Folders you can sort results by Authority Rank to focus on the most influential

• With drill-down you can engage the influencers directly


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How do social media users categorize your keywords?

• Your brands and keywords are being assigned categories by social media authors and commenters

• Tag Clouds show popularity of keywords by relative size

• User-driven keywords can be important to marketing campaigns and engagement

• Clicking in the cloud takes you to results sorted by author categories


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Presentation and Results Delivery

• Extensive Charting options include chart types, colors, 2D/3D, etc. Charts can be copied and pasted into your presentations.

• Search Results can be delivered on a periodic basis (Daily, Weekly, Monthly) via email or RSS feed for real time updates on the social media conversation


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Monitoring social media is the first step,engagement is the second…

• Start by listening to the conversation

• Then join the conversation as a participant, not someone pitching something

• Energize your supporters through engagement, sampling, access, etc.

• Support social media users by providing tools like social networks, forums, blogs, etc.

• Embrace customers by integrating their suggestions, resolving their complaints and generally engaging them in your product design/marketing processes


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Social media is not a fad

• It is a new communication layer built upon the Internet

• According to a recent Universal McCann study, 50% of all US adults are using social media- meaning we’re far beyond the early adopter stage

• It will replace or augment many traditional means of outreach

• It is sensitive to nuance and very fast to respond/critique

• New media choices appear in the hundreds of thousands daily: New blogs, Twitter-type services, social network pages

• As both a challenge and an opportunity, it cannot be ignored.


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SM2: Providing Visibility Into Social Media

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