5.2 Monitoring Social Media

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Monitoring Social Media

Monitoring social media involves the process of observing and analyzing content posted on various social media platforms such as Facebook, Twitter, Instagram, LinkedIn, and others. This aims to understand how the public interacts with government entities, institutions, individuals, products, or different topics, identifying trends and popular subjects, and gaining insights into public opinion and behaviors. This is done through tracking metrics such as: number of posts, post classifications, shares, comments, likes, interactions, views, and trending topics.

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Monitoring

Keyword Selection:

Choosing keywords based on what will be monitored.

Search Channels:

Twitter, Instagram, LinkedIn, Facebook, TikTok.

Selection of Research Tools:

Twitter Api, Scrapping, Machine Learning model, Tableau, Excel.

Data Collection:

CGathering the necessary data to answer the monitoring objectives.

Analysis

Output Presentation:

Graphs, interactive maps, providing recommendations, and report generation.

Topic Identification and Analysis:

Identifying key trending topics, classifying topics based on trends, and drawing conclusions.

Sentiment Classification and Analysis:

Determining whether the content is positive, negative, or neutral.

Data Cleaning:

Transforming raw data into a comprehensible and readable format.

Tracking mentions of government entities, institutions, individuals, or various topics across social media platforms.

Using monitoring tools:

Engagement Analysis: Analyzing the frequency of mentions of government entities, institutions, individuals, or various topics and the type of content being shared.
Monitoring Images and Videos: Tracking images and videos.
Evaluation of General Impression: Understanding the overall impression through analysis of posts and comments.

Understanding competitors’ strategies and performance on social media.

Monitoring and tracking competitors’ accounts on social media platforms.

Analyzing content based on the mentioned monitoring methodology.

Comparing brand performance with competitors’ performance using metrics like followers, engagement, and growth.

Deriving effective strategies from competitor activity analysis and implementing them.

Building a strong relationship with the audience through continuous interaction.

Responding to comments and inquiries:

oResponding promptly and effectively to public comments and inquiries.

Launching interacive campaigns:

oOrganizing campaigns and contests that encourage audience participation and interaction.

Following up on issues and complaints:

oMonitoring and resoliving customer issues and complaints.

Encouraging participation:

Encouraging the audience to share their experiences and opinions about government entities, institutions, personalities, or various topics.