"how social media monitoring can help corporate communication" by nadine jakobs (germany)
DESCRIPTION
This is the presentation by Nadine Jakobs (Statistics Germany) made at the Work Session on the Communication of Statistics 2011 (organized by the United Nations Economic Commission for Europe). You can download all papers and presentations from the work session at http://live.unece.org/stats/documents/2011.06.dissemination.htmlTRANSCRIPT
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How Social Media Monitoring can help Corporate Communication
– From Information Management to E-Reputation Management –
Nadine Jakobs
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Typology of misuse of statistical dataCharacter of misuse
False report Misinterpretation (unknowingly or intentional) Criticism
Heaviness (formal error) Marginal misuse (error) Serious misuse (error) Danger for corporate image
Spread of misuse Limited publicity High publicity Public scandal
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Social Media Monitoring: tools and benefitDefinition:
Social Media Monitoring is a method to track special key words you have chosen in online articles, comments in blogs and twitter messages.
“Ego tracking”: Tools track all available sources by “agents” with special search words e.g. your own name.
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Social Media Monitoring of the 2011 CensusSearch words like “Statistisches Bundesamt“
in combination with “2011 Census“ and “1987 Census“
Coordination: Two people have access to that tool (press office and census communication)
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Twitter 09 May to 11 May:1,479 per day
Forum: 611 per dayNews: 566 per day
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Agent “Census“30,648 mentions
Agent “Federal Statistical Office“ 2,317 mentions
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Examples : 2011 Census a) Information management/e-reputation Right-centred party planned to misuse the 2011 Census Discussions about the advertising campaign for the 2011 Census
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Examplesb) Support of the strategy: open dialogue with critics Filter out interesting criticism and be prepared for requests
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Thank you!
Nadine JakobsFederal Statistical Office, [email protected]