Sysomos is one of the largest digital tool vendors. It has two different packages MAP for social media influencer identification and planning; and Heartbeat to track social media properties. In this article we’ll look at both tools.
MAP out your searches
MAP is an analytics-focused tool that allows you to pull in massive amounts of data and uses complex keyword combinations to search through forums, blogs and micro-blogs such as Twitter, open social networks and content communities such as YouTube, Flickr or Wikipedia and recently Tumblr.
You can use MAP for social listening and run unlimited, ad-hoc searches through the social web, to discover when conversations started, how they spread, and what’s happening right now. This can help you not only stay on top of your game, but even optimise content from an SEO perspective or research a prospective client ahead of a pitch.
You can also cross-reference conversations across brands, against your competition, or within several topics to see how they relate, contrast, and overlap. You can also see how your own or competitors’ campaigns have performed. This makes it easier to set expectations and goals for forthcoming campaigns, and to understand how your brand is performing against others in social.
Type in your keyword, and instantly see results, including reach and context for your topic. Boolean queries will be your guide:
- OR helps you expand your search to include more information
- AND helps to focus your search and
- NOT tells your search to stay away from certain information.
Below is an example on a “summer ready” search:
Below, an example on the buzzing topic of YouTube Gaming announced earlier this week. Once you input your query into MAP and hit analyse, the legwork is done for you with Sysomos’ data-science powered tools identifying the key themes and trends surrounding your topic.
You can also take a look at the Text Analytics (Word Cloud/Buzzgraph) to get an idea of the keywords and sentiment around the announcement. You can also narrow your search results by geography, language, gender, source, date range. Then save your filters so you can use them again.
Pick-a-pocket
Sysomos MAP also has a handy tool called Pocket, where you can manage content you find on the web and save for later. Especially good for commuters, Pocket downloads the article allowing you to read offline and in places with no reception. Use it to save, organise and as a reminder to read for later; be the office guru in no time with your trends and competitor activity knowledge.
Just click at the top right of your screen (or right click and hit “save to pocket”) on your browser, and voila! Once saved to Pocket, the list of content is visible on any device – phone, tablet or computer.
Under the influence
MAP can be your ally in discovering people who can drive awareness, affinity and scalability for your client and audiences – influencers. By focusing your resources on engaging with the most influential people you can achieve better ROI than you would with a more random approach.
You can use MAP as part of influencers’ programmes for a client and identify who influences the influencers. For example, if you’re working for a start-up, you will want to find the tech influencers. Twitter search can be false and inaccurate as you can’t really customise your query.
Click on the Influencer Bio Search to see who is interested in gadgets for instance. This feature can give you insights on what motivates them and provide your window of opportunity for engaging with them.
You can also use Tweet Life to find out where any tweet started, who spread it, what inspired that interest, and how many times it was retweeted and shared.
Communities and crisis communications
Heartbeat automatically alerts you to critical conversations as they happen, and assigns them directly to the teams that can do something about it, but it doesn’t stop there.
To control the message, first you have to get it. Using social media monitoring tools in a crisis comms situation is fairly common, but using a tool like the Influencer Communities feature in MAP really helps you understand the situation in more detail. Rather than simply monitor for mentions, you can work out which different groups of people are discussing the topic, who is influential within those groups, and the different viewpoints those groups are focused around.
This means that you can identify the people who are most likely to help you respond positively to the crisis. Uncover ways to create relevance for them by adding them to a Media Set and tailor your messaging to the different groups participating in the discussion. Drill down their conversations by jumping into Text Analytics, Demographics and Top Influencers.
Task and workflow hacks
Sysomos Heartbeat is a workflow tool, allowing users to respond to mentions through various social networks or assign tasks for follow-up. It can be your public relations hack and provide you with one platform for everything you do on social; it’s ideal for comprehensive monitoring on a brand-specific level.
Keep tabs on sales opportunities, customer service moments, or potential legal concerns. Heartbeat lets you identify social engagement opportunities and automatically assign them to the person or department who can handle the situation.
Monitor your Heartbeat
You can use Heartbeat to monitor selected campaigns and sectors that make a difference to your clients’ business. Find out what your customers are saying, what’s the state of your reputation; what products matter to your community; and who is influential in your space.
All the screens can be filtered, which can be of great practical benefit. The filters can be freely connected (example: all Tweets about Oreo in English with negative sentiment). The keywords (search queries and filter tags) are defined centrally on a one-off basis. If you’re admin on any of your client’s social media profile pages you can monitor and track all activity too.
Reporting with Specific dashboards
Social reporting should be mapped against product launches, announcements to influencer engagement and any content you push out, as well as for competitor analysis.
With a customized dashboard on Heartbeat, you can pick the dates and set your filters to run just the report you need to tell your data story internally and externally. You can customise tags by finding the data that matter to you. Then tag conversations to measure, compare, and analyse the results.
Once you have your tags and filters* set in Sysomos Heartbeat to see the information you’re most interested in, find the widget that interests you. For instance, the Activity Summary chart. Go to the upper right corner of the widget settings icon. For instance, the Activity Summary Widget. Selecting the widget settings icon will give you a drop down menu where you can select ‘Add To Dashboard’. Click that. Next, you can select a new or an existing dashboard you’d like to add that widget to.
You can also subscribe to any dashboard by heading to the dashboard you want and in the upper right corner you should see a Subscribe button and get relevant email notifications.
Sysomos is the most complete and comprehensive social media monitoring tools able to monitor and manage influencers, communities and engagement.
