Cut through the noise: How social listening tools can help your communication strategy.
Sixty-seven percent of American adults get news on social media. People trust messages from friends five times more than brands. In an age where anyone with a smartphone can publish their opinion online, monitoring and analyzing conversations around your brand can be daunting. In this session, you’ll learn keys to successful social listening, and how to use your findings to better connect with stakeholders. Topics covered will include:
- What is social listening? Why should I listen?
- Strategic planning- identifying key publics, setting policies and creating a strategy for listening (what are you listening for, when should you respond/when to block, etc)
- Free/paid social listening tools
- Applying ethnography- identifying themes, topics, channels and messaging
About the Speakers
Lisa Miller is analytical by nature. Her curiosity and need to get to the bottom of things led her down a career path in public relations where measurement and sentiment is paramount. During her eight years at PR Newswire/Cision, she helped organizations large and small navigate measurement tools and reports to help gauge earned media success. In her role as regional communications officer at the American Red Cross of Alaska, she learned to apply the same concepts of social listening, but many times on a shoestring budget. During the catastrophic 2017 hurricane season, Miller deployed virtually for NHQ to monitor social media pages across the country. Her work contributed to the American Red Cross strategic plan for social media that includes when to engage in social media conversations, tonality in social messaging during disasters and standing-up to trolls. In her current role as chief development officer, she uses sentiment analysis findings to identify messaging that resonates best with donors and community partners.
Before taking on her current role as Regional Communications Officer for the American Red Cross of Alaska where she oversees all media relations, social media engagement, brand management and disaster public affairs on relief operations like Hurricane Florence and the recent earthquake, Cari interned as the international page editor for a daily newspaper in Ghana’s capital, was a foreign language assistant for the Spanish government’s Ministry of Education and Culture in Madrid, and worked as communications and engagement manager for the Dallas Regional Chamber. Cari has a BA in International Studies and a BS in Journalism from the University of Idaho, a Diploma of Spanish as a Foreign Language from Cervantes Institute in Madrid, and a master’s degree in Public Administration from the University of Texas at Arlington.
When: Tuesday, April 30, 2019 | 12 – 1 p.m.
Where: Anchorage Crowne Plaza Hotel