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The Listening Cycle, Part IIc6culm290zteu8wp0otju4ipwawrab9dThe Listening Cycle, Part II

(English → Afrikaans) View original
Translators:

The listening cycle series has been co-written by Dirk Slater from Fabriders. Dirk has two decades of experience supporting social justice movements and is a nice guy to boot. You can find him on Twitter @fabrider. You can also find the version of this article on the Fabriders site here.0207wz3j0ntpnhcs0una9klpi5ufmedc

Listening Live

As we outlined in Part I of this Listening Cycle series, listening can give you an idea of what conversations are happening around different terms used to describe your issue. You can learn a good deal about the people, issues, and conversations that you are interested in by conducting simple searches. However, this method makes it almost impossible to keep up, and for most of us, listening and communications is only one small part of the work we do as social change agents.mzrdt99mc612s8ntdoanicym15d4txm6

We call it a “cycle” because listening isn’t something we should only do at specific points in a campaign. The campaign will evolve as conversations morph over time, through highlights and even lulls. Stories may go viral within different groups, and you’ll want to do your best to keep up. If you are trying to stay on top of – or even change – the conversation about your issue, then real-time tracking or automated listening becomes especially important.sqtsiozigv8tbrz0zgneyx0j482jo7g7

Now that you’ve identified your search terms, such as key stakeholders, influencers, and vocabulary in Part I, let’s talk about tools that you can use to make listening and monitoring conversations about your campaign easier.wj7pgj6ofhiurvp9m5nfpdtj9lk3kf26

The Right Tool for the Jobx72fkoqdb9p86g1xx77t792uknzpziin


For this blog post we focused on no-cost tools that organizations use to monitor people and conversations they are interested in. There are plenty of tools out there that you can pay for, and some of the options below have services for pay, but we feel strongly that most of the tools and services you can get for free can meet most of an organizations needs around monitoring. And you should certainly use free services before investing any resources in something you have to pay for. e8h5jcuxd55onc5ksdl9krex5qnprhdwIt’s also worth noting that monitoring social media is a highly dynmamic and rapidly changing field; new tools are constantly emerging.dejcy8fe7quxzr5k03dejmpnkkte9ebc

We have left out analytic tools like Facebookongmc5wmu9a6ydfz5melim54cldwzwpd Insights, Twitter Analytics, and website analytics tools. Monitoring how your audience is interacting and responding to your messaging is an important part of a healthy breakfast… or, a strategic communications plan. However, knowing how people are responding to your content is different from trying to learn about what conversations you might nit yet be a part of or how to connect with audiences you are not yet engaging.r3kdge3rf533tfscm32apsqz5tjnn395

That is what listening is all about. In other words, monitoring analytics and metrics around your web and social media content is an important conversation, just not one that we are addressing in this blog post.76sa5hwctmmeba09l9j64k8ijmdqwshu

Online Listening Toolsog1rqg7egouji6ks5avhs9xzy68082gm

Listening Dashboardsxq6ka5xbzwrq5dnt5sqew5smplr3i6c6

A tool to use to stay on top of social mentions by creating and customizing with your keywords, searches, and other data, so that you have one place to check for notifications.xr0axvi64g8t6ivhyuz1rqz1ynzsh2l5

Sparkwise Listening Dashboard
  • Netvibes – a dashboard that you can create to pull RSS and other new content feeds. Information can be organized into tabs and widgets for easier browsing.9ki3gu1vfmhi0qv3l4ryom58gtgejj1j
  • Sparkwi.se – a powerful open-source tool designed with civil society organizations in mind that can be used as a listening dashboard, as well as a place to create visualizations, and as a storytelling platform.
    Note that it is still in Beta, but there are lots of widgets offering a variety of monitoring options.
    i2zgxfu5g27q8yo6r87ou4ts8caxo9px
  • Storify – functions as a dashboard as it is a place to check for notifications and new content. Storify works well with social networks that do not work so well in Netvibes right now like Instagram. You can collect and save social network posts from the searches that you’ve created into stories to keep track of conversations over time.k6xdqa161t7aptpwx0iqv5n1k5icct6m
Storify Listening Dashboard

New Content Feed3vs3cxmdglf7nfjk9235w1xcfrxhtx5m

Places to grab RSS feeds for listening. RSS, or Real Simple Syndication, is a feed that you subscribe to in order to be notified whenever new content is published.98qrhtu7xp1tvlxjmimrci26fh61j06i

<span class=New Content Feed3vs3cxmdglf7nfjk9235w1xcfrxhtx5ms" title="New Content Feed3vs3cxmdglf7nfjk9235w1xcfrxhtx5ms" style="PADDING-TOP: 15px; PADDING-BOTTOM: 15px;"/>
  • RSS feeds are available from many blogs, websites, news sites – look for this to subscribe.axkz3geech8ps6qpfjondeuy812myllz
  • Google blog search – search for blog posts and pull an RSS feed from the bottom of the results page.vxqfzpjx1xwgmk4ii1gem2ss57nyjy35
  • Google AlertsGoogle Account Required, you can have alerts delivered via RSS feed when new content is published that is relevant to your search terms.l1kjxqt5x9k1jwgdfrjh9f17tvhl0gfc
  • Bing Search – pull an RSS feed from Bing Search results page by adding “&format=rss” to the end of the results page URL.u5wov93dbmpnyqu8b0nkxba5zjc8ihb2

Pro Tip:Check out this blog post for more information on adding an RSS feed to a Netvibes dashboard.f62m918d0kves4p1xixuniqhwpfk3us9

Twitter Listening3jhaewfqzo0ihalisxgglgdawf54bxb4

Tools to use for deeper analysis of stakeholders, followers, topics, and issues on Twitter.mtqrgzhcrcmrl0gyt4nplpph3m2cksew

  • Hootsuite – set up an account to listen on Twitter through saved lists and searches. Also used for scheduling posts ahead of time.zj92zawrumr6maccj3jmorqjjb8rgh56
  • Topsy – a search engine powered by tweets. It can be useful for analytics and trends as well.cqavhltpxvwm5178rjx1rta3zivou7dx
  • Followerwonk – a Twitter analytics tool that lets you explore your social graph.di1uk7vt721wra3osr5bs3mt7ptfnliq
  • Commun.it – analyzes your Twitter community to help you better understand relationships such as influencers and suggests who to follow/unfollow.byhlvodn737tzpyg2i4q32a0cclgbr4d
  • Twopcharts – can be used to find the most influential active Twitter users for cities around the world, as well as for widely spoken languages.xy4jrf0nwjv2tls950ezb88sqi5swllj
  • Tweetlevel – can be used to search and analyze Twitter data around topics, hashtags, links, and users.5khopgadaw1nqfom2802zmhqxoifemg9

    This can be especialy useful when digging into web traffic analytics because it can be hard to know what link people follow to get to your site from social media.6cp591cikkneu5j13fpuzvtx4df56zk2

Facebookongmc5wmu9a6ydfz5melim54cldwzwpd

  • Facebookongmc5wmu9a6ydfz5melim54cldwzwpd – search allows you to use hashtags, similar to Twitter, but it will also let you search for keyword searches and also for people. One thing to keep in mind when searching on Facebookongmc5wmu9a6ydfz5melim54cldwzwpd, however, is that people’s personal privacy settings trump everything else. So, searching on Facebookongmc5wmu9a6ydfz5melim54cldwzwpd may not produce the most robust or accurate results.

Putting it all Togetheryjj8d98zib2j0x69l2pz698arz6s9tpx

Once you’ve tested out some of these tools and see how they might work for you, provide insight, and answer questions about the people and conversations you are trying to connect with online, then the real fun begins.leye0nfbhw7n83lryiq2mqvlq7fbyw7a

    Remember:4o7v3qyyrluectgoipxc5zqsyxc29su3

  1. Listen online to the keywords, people and issues you’ve identified77cthh4gg1ho6pt03p8ld5omdlxwu5bs
  2. Identify opportunitiesi5h564f0mj3lht7irv1jqal13tfqfwpo
    • What topics are people talking about along with your issue?lo432w3jbzrvtplcddcshz2djh02j9pv
    • What are people saying about your organization? Your People? Your Issue?rk297rrda3wg1dztqbuwfyp7iqq48cpq
    • What vocabulary are people using?9us89cthjri8mluq9z1nwo0dpenbh6ah
    • How does it differ?2sx3zin1qsnogqr9y6dlauyuh6o64h7x
    • Who is talking about your issue?ic93rxm9278gda5ax2hvko6ehxzt5whd
    • Who is connecting with you?gd34jdlifncqsv2dfhm5djfijqazovru
    • Who is a big influence on the conversation that you want to be a part of?m90s6qscwryu0jyubf4rt02u0g0jdysq
  3. Incorporate into you communications strategyfpnmvv4w292sb5cuz3gppnhaa7jwhq6m
    • Some ways to incorporate what you learn from listening include:y0w4yho1vgqkxw8a1anzpfch0fzns5bg

    • Connect with influencerst7xxhalgyqvhyn469r2eahe2gm42ou28
    • Share the other’s work and thoughts, crediting them of courseuz5ejvn27ez8kvhmsg95s8pq5t1agp50
    • Use language, style, and frequency of messaging that seems to work to engage your stakeholders.po7pkp2ia6m63odi0x63etsb418rvgfb
  4. Keep listening to see how it is workingimuj9cwjgpq4ea9173zjrgprdr83g7bp
  5. Practice and improvetlzdhzqlm7uk8wo1d9ah44nq409xlg74

Special Thanksbdpd1kspeehtu4jhegz8ndzwtp6nvcbx

A very heartfelt and special thanks to the community of online listeners who have shared their tools and best practices with us in order for us to share with you. We are especially grateful to Matt Fitzgerald and the team at Upwell, as well as to Susan Tenby, the Online Community and Social Media guru at Caravan Studios, for their commitment to listening and sharing best practices with the community.sanmd2siwx58k2ero7hnfu4lguyojix1

Have a favorite social media monitoring tool or tip you’d like to share? Leave a comment or send us a tweet! We’ll be listening!qq3e6jscwyt5ahqjyzy28bsalzqqpni6

(original) View Afrikaans translation

The listening cycle series has been co-written by Dirk Slater from Fabriders. Dirk has two decades of experience supporting social justice movements and is a nice guy to boot. You can find him on Twitter @fabrider. You can also find the version of this article on the Fabriders site here.

Listening Live

As we outlined in Part I of this Listening Cycle series, listening can give you an idea of what conversations are happening around different terms used to describe your issue. You can learn a good deal about the people, issues, and conversations that you are interested in by conducting simple searches. However, this method makes it almost impossible to keep up, and for most of us, listening and communications is only one small part of the work we do as social change agents.

We call it a “cycle” because listening isn’t something we should only do at specific points in a campaign. The campaign will evolve as conversations morph over time, through highlights and even lulls. Stories may go viral within different groups, and you’ll want to do your best to keep up. If you are trying to stay on top of – or even change – the conversation about your issue, then real-time tracking or automated listening becomes especially important.

Now that you’ve identified your search terms, such as key stakeholders, influencers, and vocabulary in Part I, let’s talk about tools that you can use to make listening and monitoring conversations about your campaign easier.

The Right Tool for the Job


For this blog post we focused on no-cost tools that organizations use to monitor people and conversations they are interested in. There are plenty of tools out there that you can pay for, and some of the options below have services for pay, but we feel strongly that most of the tools and services you can get for free can meet most of an organizations needs around monitoring. And you should certainly use free services before investing any resources in something you have to pay for. It’s also worth noting that monitoring social media is a highly dynmamic and rapidly changing field; new tools are constantly emerging.

We have left out analytic tools like Facebook Insights, Twitter Analytics, and website analytics tools. Monitoring how your audience is interacting and responding to your messaging is an important part of a healthy breakfast… or, a strategic communications plan. However, knowing how people are responding to your content is different from trying to learn about what conversations you might nit yet be a part of or how to connect with audiences you are not yet engaging.

That is what listening is all about. In other words, monitoring analytics and metrics around your web and social media content is an important conversation, just not one that we are addressing in this blog post.

Online Listening Tools

Listening Dashboards

A tool to use to stay on top of social mentions by creating and customizing with your keywords, searches, and other data, so that you have one place to check for notifications.

Sparkwise Listening Dashboard
  • Netvibes – a dashboard that you can create to pull RSS and other new content feeds. Information can be organized into tabs and widgets for easier browsing.
  • Sparkwi.se – a powerful open-source tool designed with civil society organizations in mind that can be used as a listening dashboard, as well as a place to create visualizations, and as a storytelling platform.
    Note that it is still in Beta, but there are lots of widgets offering a variety of monitoring options.
  • Storify – functions as a dashboard as it is a place to check for notifications and new content. Storify works well with social networks that do not work so well in Netvibes right now like Instagram. You can collect and save social network posts from the searches that you’ve created into stories to keep track of conversations over time.
Storify Listening Dashboard

New Content Feed

Places to grab RSS feeds for listening. RSS, or Real Simple Syndication, is a feed that you subscribe to in order to be notified whenever new content is published.

New Content Feeds
  • RSS feeds are available from many blogs, websites, news sites – look for this to subscribe.
  • Google blog search – search for blog posts and pull an RSS feed from the bottom of the results page.
  • Google AlertsGoogle Account Required, you can have alerts delivered via RSS feed when new content is published that is relevant to your search terms.
  • Bing Search – pull an RSS feed from Bing Search results page by adding “&format=rss” to the end of the results page URL.

Pro Tip:Check out this blog post for more information on adding an RSS feed to a Netvibes dashboard.

Twitter Listening

Tools to use for deeper analysis of stakeholders, followers, topics, and issues on Twitter.

Twitter Listening Tools
  • Hootsuite – set up an account to listen on Twitter through saved lists and searches. Also used for scheduling posts ahead of time.
  • Topsy – a search engine powered by tweets. It can be useful for analytics and trends as well.
  • Followerwonk – a Twitter analytics tool that lets you explore your social graph.
  • Commun.it – analyzes your Twitter community to help you better understand relationships such as influencers and suggests who to follow/unfollow.
  • Twopcharts – can be used to find the most influential active Twitter users for cities around the world, as well as for widely spoken languages.
  • Tweetlevel – can be used to search and analyze Twitter data around topics, hashtags, links, and users.

    This can be especialy useful when digging into web traffic analytics because it can be hard to know what link people follow to get to your site from social media.

Facebook

  • Facebook – search allows you to use hashtags, similar to Twitter, but it will also let you search for keyword searches and also for people. One thing to keep in mind when searching on Facebook, however, is that people’s personal privacy settings trump everything else. So, searching on Facebook may not produce the most robust or accurate results.

Putting it all Together

Once you’ve tested out some of these tools and see how they might work for you, provide insight, and answer questions about the people and conversations you are trying to connect with online, then the real fun begins.

    Remember:

  1. Listen online to the keywords, people and issues you’ve identified
  2. Identify opportunities
    • What topics are people talking about along with your issue?
    • What are people saying about your organization? Your People? Your Issue?
    • What vocabulary are people using?
    • How does it differ?
    • Who is talking about your issue?
    • Who is connecting with you?
    • Who is a big influence on the conversation that you want to be a part of?
  3. Incorporate into you communications strategy
    • Some ways to incorporate what you learn from listening include:

    • Connect with influencers
    • Share the other’s work and thoughts, crediting them of course
    • Use language, style, and frequency of messaging that seems to work to engage your stakeholders.
  4. Keep listening to see how it is working
  5. Practice and improve

Special Thanks

A very heartfelt and special thanks to the community of online listeners who have shared their tools and best practices with us in order for us to share with you. We are especially grateful to Matt Fitzgerald and the team at Upwell, as well as to Susan Tenby, the Online Community and Social Media guru at Caravan Studios, for their commitment to listening and sharing best practices with the community.

Have a favorite social media monitoring tool or tip you’d like to share? Leave a comment or send us a tweet! We’ll be listening!



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