Social Media Analysis Tools (SMAT), or Social Analytics is the practice of gathering data from blogs and social media websites and analyzing that data to make business decisions. There are numbers of powerful tools that help finding insight from the social data – who is saying what, topics of conversation, where it takes place, authors, and so on. That involves tools and features such as author analysis, page type analysis, sentiment analysis, natural-language processing, social networking analysis and etc.
The term social analytics is often used to mean social media monitoring, analyzing, measuring and interpreting digital interactions and relationships of people, topics, ideas and content. Interactions that occur in workplace and external-facing communities.
SMAT can be used for a variety of purposes ranging from examining engagement with awareness raising activities and knowledge transfer initiatives, to the monitoring and identification of opinion leaders (i.e., influential SM users) active on SM.
How do I prepare?
It is important for organizations to continue to build upon their SM strategy to improve community engagement activities relating to DRR and preparedness.
- Prepare to use SMAT in disaster
- Continue to use standard hashtags # and keywords and communicate these to the target audience
- Consider what other hashtags, keywords and abbreviation the target audience are using and initiate monitoring of them
- Consider what other organizations, community groups, influential SM users, new organizations, etc. ought to be monitored and engaged via SM and SMAT.
- Consider what kind of data needs to be collected and whether the SMAT selected is suitable for this purpose.
- Consider drawing on digital volunteer communities to support SM and SMAT related activities.
While individuals usually do not directly engage with Social Media Analysis Tools it can still be important for the public to be aware of the commonly used social media platforms and communication channels in emergency situations. For example, there may be standardized hashtags for Twitter to report non-emergency needs and another one for requesting emergency assistance.
The public is also encouraged to enable the Global Positioning System (GPS) when tweeting in an emergency to provide location information and by this facilitate response operations.
What do I need to know?
It is worthwhile to consider Social Media (SM) as an extension to an organization’s DRR and preparedness communication strategy in order to maintain and build relationships across the target audience, particularly if this audience is active on SM. However, communicating alone is not enough. In order to truly capture value from communication and participation on SM, it is necessary to listen, monitor and analyze community engagement within this medium to understand the effectiveness of the SM strategy being employed.
Ways SMAT can aid work on disaster preparedness and risk reduction
- Identify popular hashtags or keywords that are relevant to the organization.
- Identify what people are scared of or concerned about and address their concerns
- Identify credible sources of disaster-information and highlight them to followers
- Identify network or groups to mobilize and facilitate volunteer engagement and preparedness
- Tailor Facebook and Twitter ads with preparedness-related information to niche communities that have interest that are in line with the organization.
- Tailor posts on your SM to specific audiences
- Improve the quality of messages on preparedness Improve the message on SM through targeting influential users.
- Improve the time and frequency of messaging by scheduling messages in advance
- Monitor if people are talking about the preparedness information that the organization provides
- Monitor developments in area at risk
- Monitor what is going on the ground the world in the disaster community
- Monitor and detect threats such as negative rumors
- Analyze which SM account is the most popular application for showing what the organizations disaster preparedness work involves
- Analyze the effectiveness of preparedness campaigns via an evaluation tool to monitor impact
- Analyze geographical areas that people use SM
- Social Listening: or more accurately social media listening – is another way of saying social media monitoring. It’s the process of capturing mentions of your brand (or anything, really – brand, topic, competitor, etc.) that are found across the internet.
- Social Media Analytics: is the process of actually analyzing that data, again often with a tool like ours. It might also be called social media analysis.
- Social Media Intelligence: or sometimes social intelligence means the knowledge or insights gained from analyzing social media data.
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