Social Media Measurements and Tool Analysis - Coursework Example

Social Media Measurements and Tool Analysis Name Instructor Date of submission Introduction Codella (2009) social media is widely used in all the organizations available.It is the mandate for the public relation (PR) expert of any organization to come up with strategies to use in social media. Cooper, Martin, & Kiernan, (2010) the PR expert should identify the tools and techniques that are appropriate in the public relation campaigns. Graham & Avery (2013)every firm makes its campaigns through the social media platforms that are available which include Facebook, twitter, Instagram, linkedin, and YouTube. Cooper, Martin, & Kiernan, (2010) the campaign to promote the public relation of the firm should be measured so as to determine the impact and their effectiveness, this can be achieved by using tools that measure and monitor the social media platform. Ranasinghe (2013)every form of the social media platform targets a specific group, it is important for a public relation expert to understand the audience the firmor organization is targeting. It is also important to determine the costs that shall be used. Kietzmann, Hermkens, McCarthy& Silvestre (2011) the public relation activities include creation of content such as videos, podcasts and created assets, engagement in social media such as blog posts and twitter post, stakeholder engagement and influencer engagement and the media outreach, offline events and events or speeches. Tools and Analysis Chapman (2009) it is important to measure both the owned sites and the non-owned sites this is done by use of metric tools which include social mention, Google, HootSuite, Twazzup, IceRocket and BlogPulse which are free tools.The great paid tools are Vocus, Sysomos, Cymfony, Dow Jones Insight, NM Incite, Seismic and Alterian SM2. Brand watch Kennedy, Moss, Birchall, &Moshonas, (2013) Brand watch is a type of a tool used to monitor the social media. It is a commercial package which is a standalone and is used to monitor the brands online footprints, topics and campaigns. It is used to harvest all the types of contents online it checks the tweets to the news articles.Jeffrey, & Associates, LLC (2013) it offers a rich and wide picture of what is contributed online in relation to a topic on a brand that is being investigated. Bradwatch (2015) Bradwatch offers three different packages that will allow access to a range of different data quantities and to differing types of the support services. They include brand watch pro which is a social analysis tool that is best suited for medium and small topics or brands. It is payable $500 per month. Secondly, Enterprise/M which is an advances analysis tool that is best suited for analysis in the large agencies and the big firms. It is payable $2000 per month.The final package is Enterprise/Q which is an advanced analysis tool used for the high volume queries. Kennedy, Moss, Birchall, &Moshonas, (2013) using it is simple, once you log into the home page click on project then hold multiple searches, language can be changed into different languages then types the question. It will give a wide data from different language angles. Choose the query type then in the boxes offered type the key words.Hansen, Dunne, &Shneiderman, (2010) Brand watch also offers free text option where searches can be typed manually. After typing the search click on test query you will get results if satisfied with the results save them to use the data. Kennedy, Moss, Birchall, &Moshonas, (2013) it offers visualization of the available data and it collects all the contents in the web. It is good to use this tool since it gives a very wide range of data from all web contents and does not only use the social content or only the comments that are available. Since it harvests all the contents it does not separate it like the other tools. Sysomos Edosomwan, Prakasan, Kouame, Watson & Seymour, (2011) sysomosis a tool that was founded in 2007 it is used by companies and organizations that are medium and at the enterprise level.Sysomos provides an approach that is segmented to monitoring conversation by use of a “Five Ws“system, who is talking, what kind of influence do they have, where it happened, when it occurred and why the conversations are happening are they positive or negative.Fotis,(2011)sysomos is well known because of its demographic and robust analysis. The system work well for a medium to enterprise level with have 200 to 500 numbers of employees. Sysomos has made media monitoring easy as it is a tool that will monitor, measure, engage with the users of the media and understand them.Edosomwan, Prakasan, Kouame, Watson & Seymour, (2011) its features include coverage of all social media platforms it gives a comprehensive data of the conversations on social media, which includes the historical and real time coverage. It is multi lingual and global meaning its media monitoring has no geographic boundary and its products are used by all executives and marketers from across the world. It also capture conversations in different languages, hence the products can be accessed in interface language that one chooses. Constantinides, Romero &Boria, (2009) its other feature that’s makes it better to use is Facebook page central; it enables one to centrally manage a multiple of Facebook pages just from one dashboard. There is no restriction as to who one using sysomos can monitor, it is possible to monitor the competitors, own page, industry sites and any other site of interest. PR 20/20 (2012) it is possible to report via dashboard widgets, emails and PDF reports. It also provides a stellar support that is loved by everyone; it helps a company to be on track from day one as it offers a sysomos team of experts to help at every stage. It costs from $550 monthly or $6,600 annually. It quickly helps in identifying authority and the influencers from the conversations identified in the database. Since it is a broad database dating back in the historical years sysomos services ensures that there are no spams, but uses a spam-filtering with four steps to ensure that the process is kept out of noise from the variety social media platforms. Sysomos offers an engagement workflow where the organization can identify and distribute responsibilities and opportunities to different people. PR 20/20 (2012)the workflow can be related to customer service, sales, social media, campaign management, and crisis control and product development. Aquino, (2012) it is a tool that has detailed demographics; the data collected from the whole world can be filter into demographics which include language, profession, gender and age. Finally it has text analytics meaning one can get the topic are results just by typing in the search box and have the relevant conversations and information relating to the company. Melt water Buzz Kennedy, Moss, Birchall, &Moshonas, (2013) it is a social media analysis tool that well compliments its parent product which is a more ancient media monitoring tool. It is a commercial solution and it is available on paid for subscription.Its costs is a flat charge payable once at $7040 which excludes the VAT. The subscription allows 5 users to use the tools and 10 search campaigns that include unlimited words. The package include support, training, consultancy and set up. Tailoring costs have a level of flexibility. PR 20/20 (2012) Meltwater buzz will only harvest contents from the social media. It leaves out information from the general online such as other web pages, articles and newspapers.Comcowich,( 2010) those it accesses a comprehensive range of the online media platforms all including Facebook, twitter, comment board, blogs, message boards, YouTube and Wikipedia.Aquino, (2012) it does not harvest the individual posts posted on the web pages which is a not advantageous especially to the people who are interested in what the local audience is saying about their firm or their brand. It has a feature that allows the user to tailor the information and the search engine such that the particular information does not appear on the searches. Chapman (2009) this is something that is possible for the tool administrator but not for the general user.Meltwater buzz is relatively easy to use no training is required; it provides a powerful and flexible way used to filter results. To use Meltwater Buzz first login and through the manager click on the new campaign then set the search terms from the option you are given. Then choose the data source that you are targeting, the third step will be adding a specific filter so as to minimize the results that will be gained. Chapman (2009) this is done by clicking on the filter your results button. With defined search terms the results can be previewed and finally submit them. Results from harvested data shall be received and visualization for the same provided. Sprout social Chapman (2009) it is a social media tool that is used by the SMBs (small and medium sized businesses). It allows companies to monitor their products across the social media channels and schedules, publish updates, the web, managing online conversations and measuring their campaigns effort using the analytic and reporting tools. PR 20/20 (2012) Sprout Social has and easy to understand interface and an easy to use interface with a dashboard of a high level that provides an overview of the social activities and consumer engagement.It offers price levels starting with $39 per month referred to as small Biz package that includes reports, brand monitoring, analytics, loyalty tracking and checks in, and tools for audience targeting. In conclusion,Toland, Gendron, Kitsios, Stitt, &Dobek, (2014) every tool has its advantages and disadvantages, its strength and weaknesses, but more importantly a public relation expert should ensure that they pick a tool that is best suited for a particular organization, and one that promotes the public relation of a firm in line with its goals and objectives. Risks and pitfall of using the tools NC4 (2015) despite the tools having an advantage in monitoring the social media they come with their risks, all the tools are said to be comprehensive but the coverage is never enough to be so sure of the results, the firm may end up making a conclusion that is not inclusive and make policies on them. Stavrakantonakis, Gagiu, Kasper, Toma & Thalhammer, Sysomos has a limited data access to Facebook and twitter which is risky for the public relation agents. Other tools like viral heat lack a workflow capability which negatively affects the monitoring of social media. The tools violate the privacy rules, as much the rules are followed some is violated it is easier for competitors to use the information available in a negative way for the other company. They make the firm concentrate a lot on training a workforce is to use the software’s this is an expense that could be avoided. The tools subject the firm into frequently changing the policies as the tools keep changing. References Aquino, J. (2012). Find the right social media monitoring tool. CRM 16(6): 33-37.https://smad341automotive.files.wordpress.com/2012/10/find-the-right-social-media-monitoring-tool.pdf Bradwatch (2015). About Bradwatch. Accessed 6/10/2015 from, https://www.brandwatch.com/packages/ Chapman C. 2009. The history and evolution of social media.Web Design.Accesssed, Accessed 6/10/2015 from, http://www.webdesignerdepot.com/2009/10/the-history-and-evolution-of-social-media/ Codella, P. 2009. The New Tools of Public Relations: Social Media.Brigham Young University.Accessed 6/10/2015 from, from, http://www.slideshare.net/pcodella/new-tools-of-public-relations-social-media Comcowich, W.J. 2010.Media Monitoring: The Complete Guide. CyberAlert, Inc, NYC ttp://www.cyberalert.com/downloads/media_monitoring_whitepaper.pdf Constantinides, E., Romero, C. L., &Boria, M. A. G. 2009. Social media: a new frontier for retailers?.InEuropean Retail Research, 22: 1-28. Accessed 6/10/2015 from, http://doc.utwente.nl/89279/1/Web%202.0%20and%20Retailers%20Constantinides.pdf Cooper, C. N., Martin, M. I. K. E., & Kiernan, T. H. E. R. E. S. A. 2010.Measuring the Value of Social Software.Defining a Measurement Approach That Maps Activity to Business Value.IBM Corporation, Cambridge, MA.Accessed 6/10/2015 from, ftp://public.dhe.ibm.com/ftp/lotusweb/services/ibm_wp_measuring-social-software_june2010.pdf Edosomwan, S., Prakasan, S.K., Kouame, D.Watson, J. & Seymour, T. 2011.The history of social media and its impact on business.The Journal of Applied Management and Entrepreneurship, 16(3): 1-13. Accessed 6/10/2015 from,http://www.minot.com/tom/SocialMedia-JAME.pdf . Fotis, J. 2011. Social Media: Are There Adequate Evidences To Substantiate A Redefinition Of Comprehensive Consumer Behavior Models? Focus On Leisure Tourism Products. Bournemouth University.Accessed 6/10/2015 from,http://bournemouth.ac.uk/tourism/local-assets/news-and-events/news/2011/jan/john_fotis_poster1.pdf Graham, M. M.A. & Avery, E.J. 2013. Government public relations and social media: an analysis of the perceptions and trends of social media use at the local government level. Public Relations Journal 7(4):ISSN 1942-4604. Accessed 6/10/2015 from, http://www.prsa.org/Intelligence/PRJournal/Documents/2013GrahamAvery.pdf Hansen, D., Dunne, C. &Shneiderman, B. 2010.Analyzing social media networks withNodeXL. Human-Computer Interaction Lab 27th Annual Symposium, 5(27) 1-2. Accessed 6/10/2015 from, ,http://www.cs.umd.edu/hcil/members/cdunne/pubs/Hansen10Analyzingsocialmedia.pdf Jeffrey, A. & Associates, LLC. 2013. Social Media Measurement: A Step-by-Step Approach. Using the AMEC Valid Metrics Frameworks.Institute for Public Relations. Accessed 6/10/2015 from, http://www.instituteforpr.org/wp-content/uploads/Social-Media-Measurement-Paper-Jeffrey-6-4-13.pdf Kennedy, H., Moss, G., Birchall, C. &Moshonas, S. 2013. Digital Data Analysis: Guide to tools for social media & webanalytics and insights. Research Project. Accessed 6/10/2015 from, http://www.communitiesandculture.org/files/2013/02/Digital-data-analysis-guide-to-tools.pdf. Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. 2011.Social media? Get serious! Understanding the functional building blocks of social media.Business horizons, 54(3), 241-251.http://busandadmin.uwinnipeg.ca/silvestrepdfs/PDF06.pdf. NC4 2015. Revolutionizing Safety and Security. Accessed 6/13/2015 from http://www.nc4worldwide.com/Pages/A-look-at-the-pros-and-cons-of-social-media-monitoring-in-law-enforcement.aspx PR 20/20. 2012. Social Media Monitoring Tools Comparison Guide. Accessed 6/10/2015 from http://files.www.pr2020.com/blog/social-media-monitoring-tools-2012-comparison-guide/PR_SM-Monitoring-Comparison.pdf Ranasinghe, T. 2013. New Mediafor Public Relations.Accessed 6/10/2015 from, http://www.slideshare.net/tharangad/new-media-public-relations-18359050. Stavrakantonakis, I., Gagiu, A., Kasper, H., Toma, I. & Thalhammer, A. An approach for evaluation of social media monitoring tools. ICT Technology. Accessed 6/13/2015 from, http://cvm2012.sti-innsbruck.at/proceedings/cvm2012_submission_4.pdf Toland, B., Gendron, R., Kitsios, A., Stitt, R. &Dobek, M. 2014.The effects of social media on consumer behavior.Qualitative Study. Accessed 6/10/2015 from, http://academicarchive.snhu.edu/bitstream/handle/10474/2474/ucur2014tolandetal.pdf?sequence=1 Read More