Last week I attended a Social Media 101 event that was sponsored by the Chartered Institute of Public Relations (CIPR) in London. One of the primary topics of interest was social media monitoring and related analytics.

Social media monitoring and analytics has become essential for PR agencies. Brands have realized that they not only need a social presence, but that they want to work with agencies that understand the social channels and are utilizing them.

Philip Sheldrake invited me to join him on CIPR tv in association with the CIPR event on the use of social media. The following interview includes Emily Dent of NM Incite and Marcel LeBrun, CEO of Radian6.

Social media monitoring tools were created for PR agencies. Over time, they have become mainstream and are being used directly by brands. But my first customers for Alterian SM2 were agencies. My first project was Edelman’s quarterly audit for Chevron. That was a massive examination of a huge amount of data (60 million conversations) and utilized SM2’s sentiment to provide a framework.

In the interview we talk about core topics and challenges surrounding social media analytics such as benchmarking, finding the value & ROI, automated sentiment and budgeting for the tool.

If you liked the video, you will find Philip’s new book, The Business of Influence: Reframing Marketing and PR for the Digital Age, very helpful.

What questions do you have about social analytics?

About Connie Bensen

Connie Bensen has written 27 post in this blog.

Connie Bensen is the Director of Social Media and Community Strategy at Alterian. She has authored a series of ten white papers on the ROI of Social Media. Forbes.com recognized her blog, Community Strategist, as one of the top 20 best marketing and social media blogs by women. 451 Marketing has noted her as one of the top social media strategists to watch in 2011, and she was a 2009 Fellow of the Society for New Communications Research.

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