Social Media Monitoring
What comments are circulating about you in this space? What is the mindset of Facebook, Twitter, YouTube and a myriad of other users towards your organisation? Where and when should you engage? What business-related information can be capitalised on through crowd-sourcing?
Echo's EchoSonar™ social media monitoring & tracking services deliver all this intelligence and more.
Tags: Media, Research, Communication, Reputation
Echo Case Study:Agri-business giant becomes an architect of conversations in social media.
A leading plant sciences company wanted to discover which social media were the most vocal and interested in its business. This would enable it to engage both more efficiently and in greater depth with key opinion- formers so it asked Echo to conduct a digital scoping analysis and to create a social media "contacts book".
Echo identified a broad universe of 500 sites through its proprietary search engine Echo Sonar, which were then 'snowballed' by Echo analysts (the automated results driven further through human searches). Sites searched were in multiple languages and other scripts such as Arabic, Chinese and Japanese. Searches went far beyond familiar social media like Facebook to scrutinise Mixi in Japan, Baidu and Sina in China and others.
A practical profile of each 'Conversation Architect' rated levels of influence, issues preoccupying them, their attitudes to issues, and the co-ordinates required to open a dialogue with them. It became a key building block in the company's move to expand beyond the classic media channels to where other influence lies. As the client said: "We have integrated Echo's E-Opinion-Former work into our overall system. Echo's hugely informative and rich process has accelerated
our thinking around the strategy and resources required to embrace this systematically as we move forward." The work was a top award winner that year in the industry awards for Best Use of Social Media Measurement.
Using Echo's I3 methodology, benchmarks and Key Performance Indicators were set. Hundreds of interviews in English and Arabic were integrated with an 18-country media analysis. Quarterly debriefing highlighted the movement of the reputational needle against strategic objectives, and examined areas of learning, improvement and focus for future planning and resourcing.
As further endorsement of the vision and commitment the client demonstrated to evidence-based strategic communication on this important journey for the nation, The European Association of Communication Directors recognised this project from among 1,500 entries, as its outright winner for Research and Evaluation at the European Excellence Awards.