Social Media Listening Filters & Layers for Executives

Instructor: Artem Cheprasov

Artem has a doctor of veterinary medicine degree.

In this lesson, we'll first go over the importance of executives filtering out much of the social media content found online. Then, we'll go over some strategies on how best to do this.

Filtering Out Information

There's a reason for why we filter water. It's to filter out useless chemicals or microbes. This analogy holds even for information. There's a lot of useless information out there. Shouldn't we filter out what we don't need? This can help focus our attention on the more pertinent things that may affect us.

Ergo, executives of organizations can apply a filtration strategy to the massive amount of (mainly useless or irrelevant) information being produced everyday online through social media. In this lesson, we describe why that's important first. Then, we go over some strategies by which executives can filter out the signal from the noise.

Why Bother Filtering Social Media Content?

Imagine, just for a second, that you're an executive at a large and famous corporation. Your company or brand has at least hundreds of thousands of loyal fans and millions of customers. Among just these individuals, they will be writing articles and blog posts, Tweeting left and right, and posting on Facebook about your brand and organizations.

How in the world can you possibly read through all of this information? First of all, you can't. Second of all, even if you could, that doesn't mean you should. Most of that information is going to be noise, just chit chat that does not affect the mechanics of what you've done, are doing, or need to do.

There will only be a few relevant voices or topics at any given time that will provide a signal, a cue of sorts, which should tip you off that you need to pay attention to and/or address something important. It's these voices and topics that you should filter in while filtering everything else out!

How to Manage Social Media Content

So, how can you filter out the noise? Well, you have to start monitoring the online space for things that matter to you. Begin doing this by creating a list of topics or keywords that you're interested in. These keywords can include:

  • The names of people within your organization or outside of it that matter to your time, place, product, etc.
  • The name of your company, brand, service, and products
  • Buzzwords you believe affect you, the organization, or your brand

The keywords and their quantity can be modified to best suite your needs of monitoring and filtering through the noise in order to generate as much or as little data as you need. Once you've assembled the keywords that will help you sift through the noise, start creating the actual filters that will work off of these keywords. There are two main types of filters you can create. There are large, or wide, filters and then there are smaller, or narrower, ones.

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