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The Listening Cycle, Part IIpdhlaassb3kv6mv99hr3xeqvoj5vbk6rThe Listening Cycle, Part II

(English → Dansk) 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.z3szq7vr82w6g5i1uemw8y6t5i98di72

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.244ltu4771gvqaf2bnml50c9r00hk2qc

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.7cam8xntmabawovw71vrz2yhxxbxn8al

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.kdssukledkypl0rznxm5xevscvt5lgiv

The Right Tool for the Jobime5i8vzebtvqvejn7xz59oikfibi24r


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. cfayme4yhvb2sjxce2b93x3c3enx13g4It’s also worth noting that monitoring social media is a highly dynmamic and rapidly changing field; new tools are constantly emerging.q85zkpvtnmg3bqrjme3zmhkp6flv4lzl

We have left out analytic tools like Facebookbca4o536ijj7dz5opj73qussgjthg2yi 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.ltbj3kbbvzo5mdl54qu1p60d8y7nnh1z

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.z0vcmd8qy9bk55y1u6qzt92f65vl1psr

Online Listening Toolsvpwmm65nj1gioxug25newbmi4c0jgxi1

Listening Dashboardsvzm4pr7st739sn7vlccne2y6ujf98smt

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.866epll7ehqpaw29bsqkh4zrr8k6lhvk

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.zbi1nmexsueaqry48jup5i98zxgumkrc
  • 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.
    52kxujltv020qarbctoekkaljh4qxs1t
  • 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.jnqzww1t4eallx3fvnghosramj9k07m9
Storify Listening Dashboard

New Content Feedeu9sepgr65fi37hb33ce9uau1qwhvxc0

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.qp0vnebch9llq6t21m0h545wfudp5vkl

<span class=New Content Feedeu9sepgr65fi37hb33ce9uau1qwhvxc0s" title="New Content Feedeu9sepgr65fi37hb33ce9uau1qwhvxc0s" style="PADDING-TOP: 15px; PADDING-BOTTOM: 15px;"/>
  • RSS feeds are available from many blogs, websites, news sites – look for this to subscribe.1j9gwloytwsodo6bh5pkjx1htgwffvt6
  • Google blog search – search for blog posts and pull an RSS feed from the bottom of the results page.42ww9uthztyxo10l2nzt9lgr7lyrzo9u
  • Google AlertsGoogle Account Required, you can have alerts delivered via RSS feed when new content is published that is relevant to your search terms.fe5y0jokaf4hs0uc05nd4vbtjpeyqmyv
  • Bing Search – pull an RSS feed from Bing Search results page by adding “&format=rss” to the end of the results page URL.lopv7gehwmtqt261nf0mkydqns4v3xse

Pro Tip:Check out this blog post for more information on adding an RSS feed to a Netvibes dashboard.1momifeae5hnj01tfpijvg1fafeerlej

Twitter Listeninga70ryz60sim8gtw5tx34jbrvg3r083q8

Tools to use for deeper analysis of stakeholders, followers, topics, and issues on Twitter.t0qq12q52690lks3v5twk242obpa1ivk

  • Hootsuite – set up an account to listen on Twitter through saved lists and searches. Also used for scheduling posts ahead of time.14lvzlivgjxlivnyavehpxu0ch1w0iqs
  • Topsy – a search engine powered by tweets. It can be useful for analytics and trends as well.wt45hefajb21j51uicaxsiw2t67uxqhk
  • Followerwonk – a Twitter analytics tool that lets you explore your social graph.si6giqu84l7y2ye98s7cw3gnrvvsbyqu
  • Commun.it – analyzes your Twitter community to help you better understand relationships such as influencers and suggests who to follow/unfollow.0m03x94xixc1y9r34iafjx6kfi7wry2i
  • Twopcharts – can be used to find the most influential active Twitter users for cities around the world, as well as for widely spoken languages.r8cpvae5wsine3my1qdi6bx03pk1rhf8
  • Tweetlevel – can be used to search and analyze Twitter data around topics, hashtags, links, and users.2k3amhr9peop0khoh91l2ls2ytjr1f5t

    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.frm3nsnoaot51uckpqf055t4eho6e4vk

Facebookbca4o536ijj7dz5opj73qussgjthg2yi

  • Facebookbca4o536ijj7dz5opj73qussgjthg2yi – 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 Facebookbca4o536ijj7dz5opj73qussgjthg2yi, however, is that people’s personal privacy settings trump everything else. So, searching on Facebookbca4o536ijj7dz5opj73qussgjthg2yi may not produce the most robust or accurate results.

Putting it all Togetherk8dqpsxi6kbkejeznhhxezvfux3uqyf0

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.v34byzs4zo0n119p40oisr8h813lzx5l

    Remember:m7hgwi2cd1nqyv42j8r4y5zff8yqhh0u

  1. Listen online to the keywords, people and issues you’ve identifiedp84vsr7dkzbhs8zem8kv6tgqbdijkaz0
  2. Identify opportunitiesv3k1x5e7jlflhxvdzokh4a32bl9l9eiv
    • What topics are people talking about along with your issue?1yh7ki3j06267lrcbl2k2qpvatg4ggi7
    • What are people saying about your organization? Your People? Your Issue?cf4jrnxl6p6mi75c09eixv5c1lhz28w5
    • What vocabulary are people using?zajpf14f5aa8qvktd7emdus61t8jabf0
    • How does it differ?ar6jm6ygbtw6k0gcjd8k8z74skqdwkaw
    • Who is talking about your issue?t1fj79033h1y6qusl2ftr8kt0r6mozf8
    • Who is connecting with you?gec6un7f2ln2ew8ryixf7ppnz0ene1xk
    • Who is a big influence on the conversation that you want to be a part of?9dz1kajy8ma0p1mr5o9dkdn39rx0itci
  3. Incorporate into you communications strategya5pi4v33zsw9bqi76vymk3gaygc8a6ya
    • Some ways to incorporate what you learn from listening include:nu9t4o002k16c0vleudkn6ice5zoowp2

    • Connect with influencerseglylqaqhx7srd9yt2hou2at3uvbpg3t
    • Share the other’s work and thoughts, crediting them of coursekbj38lzky1beh1nx60hrriwmk23dvj36
    • Use language, style, and frequency of messaging that seems to work to engage your stakeholders.5uo13cll4yhmaez8rhrih6cfgp56gcjb
  4. Keep listening to see how it is workingn4x0of57en4exmdoa7ya0f64ox2eq8o4
  5. Practice and improveyljde3z9k6qcqrapzda8d3m2go3rvi3j

Special Thanks4yhj1gplkrvyyx66ubtut2rfyxub2m3x

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.2exsuxowjsjv6d0y4karm1flkjmuqroj

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!6wkqq6tfq864i8dr7kkiupdez766b357

(original) View Dansk 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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