Social Media Training Blog\

With dozens of social media monitoring platforms to choose from, selecting the best solutions is a daunting task.

Weighting features by priority and figuring out which platform does what is tough when it comes to social media monitoring, because there’s not much in depth information available you pick.

There’s a ton of general information out there, but the platforms are evolving so quickly, up to date info you can use to compare platforms is almost impossible to find.

I recently completed a 2020 Social Media Monitoring Report that is vendor neutral that you can download for free which has a features comparison chart, user ratings, reviews and my analysis of each platform’s strengths and weakness.

No one paid me to write it and you can download it for free here.

Who Has the Most Data?

Everyone thinks this the most important to question. I did too before I wrote the report. But the truth is, everyone has access to the same sources. What’s more important is what you can with the source data. How easy is it to analyze?

Features Comparison Chart Snippet

Everyone also wants to know about artificial intelligence. But in order to appreciate the value of AI you need a basic grasp of the difference between narrow AI and artificial general intelligence which I explained in this blog post about why artificial intelligence can’t spot fake news.

The social media monitoring platforms that let you apply Boolean keyword filters to hone in on the right information first and use AI second have much greater potential.

There is value to leveraging narrow AI to evaluate sentiment at the entity level, by tagging articles by concepts and detecting geographical origin. 

And you can try out relevance and sentiment filters as well. But be prepared in step three to check those last two for accuracy.

Strategic insights are at the intersection of media intelligence and external data, which is why the ability to import stuff like call center transcripts and sales figures — even stock market data or the consumer confidence index — is so important, so you can spot patterns and figure out how that activity correlates to your KPIs.

Big Take Away

Media monitoring used to be about gathering feature stories and mentions about you in traditional and social media. 

Today it’s about discovering business intelligence by benchmarking your internal metrics against external data. 

It’s about measuring your online footprint. You can look at things like:

  • How many people have you engaged versus your competitor?
  • What percentage of feedback that you receive through social is positive, and how does that compare to your sales pipeline?
  • How does what your competitors are spending online impact your revenue? Is there a consistent relationship? Between those numbers?
  • If you analyze the boilerplate paragraph of your competitor’s press releases over time, what strategic insights can you get about their product roadmap?
  • And if you monitor your competitor’s job wanted ads, you can also learn a lot about their product development and sales expansions plans.

Media monitoring used to be about listening for what people were saying about you as a way of tracking widespread beliefs about your company. And it still is only that for a lot of companies.

But for more forward thinking organizations, media monitoring is about comparing what’s being said about you and your organization against a broader control group, which is typically your industry.

Download the 2020 Social Media Monitoring Report and let me know what you think on Twitter.

Photo by mostafa meraji on Unsplash

Sara Lee’s Instagram gets Trolled after Harry Styles SNL Skit

You know social media meltdowns are mainstream when Saturday Night Lie does skits about them.

On the last show, recording artist Harry Styles plays Dylan, a social media manager who goes “a little off message” in how he “represents the brand” on Instagram.

“People love bread content,” says Dylan, while Styles tries not to bust out laughing, because who really want to see pictures of bread on Instagram anyway?

When confronted, Dylan confesses to having mixed up his personal and professional Instagram accounts.

After the sexually charged sketch aired, Instagramers dog piled the Sara Lee Bread account with all kinds of adult-rated comments like 🍆🍆🍆💦🚂👻 which according to Dylan means “getting railed to death.”

TIP: If you manage social media for a company, avoid using the same app for business and personal.

Social Media Policy Development Training Course

If you’re posting for a brand as part of your job, you’re acting as the company and the company is responsible for everything that you say and do.

But that also means, they get to make the rules about what, where, when and how the content you share is developed, used and published. At this point, companies without official social media policies are just asking for trouble.

In the skit, Dylan posted obscene comments on other people’s posts who hadn’t even like Sara Lee, which made the offense even worse to his superiors, which shows just how mainstream social media marketing has become.

If you’re looking to develop a corporate social media policy, we have a free online course to get you started.

But my advice to Sara Lee at this point is to stop trying to remove the comments and go with it.

Youtube Rolls Out “Made for Kids” Audience Setting

To enforce the Children’s Online Privacy Protection Act (COPPA) Rule, Youtube has introduced a new “Made for Kids” audience setting in Youtube Studio to ensure content creators identify content for children so they have a way to limit the amount of personal information they collect from those accounts.

Starting January 2020, Made for Kids content will no longer include commenting, personalized ads, info cards or end screen capabilities. Made for Kids channels won’t have Stories, a Community Tab, Notification Bell, Save to Watch Later or Save to playlist functionality.

The new “Made for Kids” audience settings are available at either the channel level or the video level. Youtube will now prompt you to define your audience when you upload new videos as well. And in the US, kids are are defined as 13 and under.

The video sharing platform sent an email to all account holders introducing the new feature yesterday, which a requirement under the settlement. Our free online FTC Disclosure Guidelines Course covers COPPA compliance and is available here.

In addition to the new setting, Youtube says they’ll be using machine learning to identify content that’s clearly made for children. We’ll have to wait and see how that works out. If they detect abuse, they’ll change your audience settings for you. There is an appeal process, if you think your content was categorized.

The changes come ten weeks after Google agreed to pay a record $170 million to settle allegations by the Federal Trade Commission and the New York Attorney General that YouTube illegally collected personal information from children without their parents’ consent.

COPPA is the Children’s Online Privacy Protection Act and was introduced by the FTC to regulates how companies interact with children online. The riles impacts privacy policies for information for children and getting parents’ permission under certain circumstances.

When a company interacts with children under 13 online it is required to:

  • Post a clear and comprehensive online privacy policy describing their information practices for personal information collected online from persons under age 13;
  • Inform parents about what personal information is collected and shared from persons under 13, and to update them if that changes
  • Obtain parental permission, with limited exceptions, prior to any collection, use, or disclosure of personal information from persons under age 13;
  • Provide a reasonable means for a parent to review the personal information collected from their child and to restrict its further use or maintenance;
  • Establish and maintain reasonable procedures to protect the confidentiality, security, and integrity of personal information collected from children under age 13, and…
  • Only retain a child’s personal information for as long as it is necessary to fulfill the purpose for which it was collected. After that, it must be deleted.
  • Also, it’s illegal to make the disclosure of personal information from children a condition of participation.

COPPA applies not just to child-directed websites or services, but any site that integrates outside services, such as apps, browser plug-ins or add-ons, voice over IP services like Skype, location based social networks and advertising networks, or any site that collects personal information from its visitors. 

In summer 2013, the FTC expanded the definition of children’s personal information to include persistent identifiers such as cookies that track a child’s activity online, as well as geolocation information, photos, videos and audio recordings.

Facebook steers clear of committing COPPA violations by restricting use to people 14 and older.  Linkedin was for members 18 years of age and older, but they lowered their age limit to 14 in a bid to connect students and universities.

Cambridge Analytica and Personal Privacy

Digital marketers have been profiling consumers psychographically for some time now.  But the Cambridge Analytica Facebook Psychographic Advertising Controversy marks the first time people appreciated the risks.

By making it easier than ever to share your thoughts, ideas and activities online, social media blurs the lines between public and private information.

Cause while social networks are the fastest way to relay information to your friends and family, the byproduct of all that sharing is digital information that can be archived, analyzed, discovered, shared and possibly even used against you in an investigation or lawsuit.

So what are your privacy rights online? If you’re in the US, all states agree that people should having the following privacies: [continue reading…]

Rapper Desiigner Gets Sued for Talking Smack on Instagram

Ever wonder if you can sue someone for talking bad about you on the internet?

Well you came to the right blog post. I’m glad you’re here.

But you have to read it to the end for the full answer.

Cause the fact is, it depends.

Name calling and character assassination on Instagram can lead you straight into bankruptcy.

So think twice before talking smack online.

Brooklyn rapper Desiigner is being sued for defamation by a woman named Jessica Brown who he said was a “fraud” committing “college scams” on Instagram.

What illegal activity did he allegedly commit? [continue reading…]