Vocus, Frank strong, public relations Director,
No one still more open Christmas presents, Christmas tree under. Some Santa left media monitoring lessons-traditional social media — PR professionals, New Year.Last October Vocus, that apply here began monitoring our words "Santa Claus". We're Google blog, top 100 United States newspapers are monitored, including distribution services including AP. Finally, add a sample selection of our social media sites: did Twitter, YouTube, FriendFeed, Digg, Flickr.What, we find?
• Blogs. From Santa Claus was mentioned 411 times 1/7 blog-, as analysis of feeling 32%, 10% of the negative and positive 57% neutral tones then. 10/4 Week has increased from five mentions steadily 9/20 week 63 high blog article,. Most blogs though Interestingly, away - 14 article - mention Christmas still few weeks 6 days, came to Santa received 1 December.
• Social media. Was referenced in the old St. Nick more than 120,000 times social media in the same period. And if the blog is an affirmation of approximately 19% 10% negative, in the same was 73 percent neutral tone. Between the maximum percentage of the following occur naturally, YouTube they mention 85 %twitter on caused-just 8%.
• Traditional media. -14 74% Positive and neutral referenced negative tone about 11% and 1/7, amazing 9,775 news Santa Claus. As a blog post, in the traditional media of Santa got the mention steady and growing over time 2,455 reached the peak 12/20 of the week articles. The Oklahoman newspaper, ?????_???,-Ledgerand stars 239?190 wrote more than 700 Ap Santa and 189, followed by. Unlike blogs, coverage, almost every single day had acquired Santa Christmas Eve — 655 article.
For clarification of misinformation and media monitoring social media crisis response is a prerequisite. For example, proposition might be nefarious pirates, Twitter Santa Claus associations 12/15: "your pirate of any connection ' Yo Ho 'Santa Claus ' HO-HO-HO... ' I think "hope, certainly, this is to dispel the mere rumor Santa's public relations department.
In another example, @ TheCaitallo, wrote a little past 10/9/15, the "I believe in Santa Claus Halloween. xD [sic] good idea or totally stupid? "Santa I of spokesman, prepare questions at a press conference the next morning you may (is enough before the poor Christmas sales Thanksgiving — that should now start before Halloween? )?
Is the clearest example of these is clearly in always apply market research planning PR media monitoring. Santa got the experience I think the five of me reputation monitoring project.
1 Starting point social media. ? Determines the location to start problems with PR professionals face when kicking the social media program. Find customer "listening" than simply-because there are literally hundreds of social media sites. Santa's, given the momentum around the Twitter I of tweets from the mentioned social media is no surprise more than 80% of the stems. However, YouTube followed by the second, really shows the opportunity. The following community and momentarily forget the concept of audience identification and key message development, you're now instead of start to build. Identify who cares about the Organization — now — and grow your community from there. For Santa is a budding community on YouTube.
2 Recognize and react to crisis . At some point, won the 10,000 tweets Santa, one week or more. That simply read, corresponding to each Twitter posts can not be. However, by applying the auto toning separation a negative article, analyze, and respond accordingly. Such rumors "claustrophobia" — fear Santa Claus — Twitter route, Santa's of had not enabled the marketing team. Ruin was whether some people actually feared Santa over Christmas.
3, Traditional media still matters. ? Benefits of social media all ( and, is a valuable work ), traditional media still problem: it drive buzz, social media, in many cases. Especially those with complex products and long sales cycle b-difficult to communicate the value proposition of one work in the market here — only in 140 characters can be. For the Santa United States postal service is trying to exit the program and he played crisis pole of the small town, Alaska beginning in 1954. Was the social media conversation write some support nationally syndicated AP Anchorage Office note, fuel report.
4 Marketing program planning considerations . In fact, Santa's of spike is not a surprise Christmas buzz weeks ago, amazing rapid descent. Santa nearly 20,000 social media mention Christmas, but plummeted 75 percent so far: drew after the new year. Santa's of team maintain the topic what season do so maybe consider naughty or nice people of track is a one-year work. Can not you say July to Christmas?
5 New market opportunities . 53 Times Santa wrote about the New York area publication 1,568 times Santa his house in Alaska, based on the reference was made in the publication. That is not surprising given the media hub in New York, Kentucky publications 210 times, Santa Louisiana 161 and to see that said Kansas 133 defied expectations. Coverage of him, will find what Santa competitors compare whether he-probably the Easter Bunny — and attract new customers and their data, cross-references? May answer to the obvious — would drive region and affects the likely public relations strategy, represents the greatest opportunities for shifting budget allocation. This process can easily duplicate through vertical market, provides the opportunity to clearly tie PR activities and business results. Also may terminate the planned meeting with big PR budgets.
This article provides cheeks, point comprehensive monitoring of your brand, — of both traditional and social media — is important. Obviously monitor public relations experts, corresponding to online can have you must listen to the conversation. Also validate data PR efforts in the aggregate, improve and opportunity of insight offers can provide a very clear and convincing case.
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