Social Listening for Relevancy
Strategic Priority
Expanding Relevancy and Engagement - Enhancing Conservation Through Broader Engagement
Project Documents
Project Description
There is a tidal wave of online conversations going on about outdoor recreation (and state fish and wildlife agencies) every moment of every day. These conversations will go on with or without the participation of the conservation community. State agencies and their partners need a tool for monitoring these conversations to stay abreast of trends and issues important to their customers and help their customers connect with the outdoors. This project will use social listening tools to monitor these conversations and provide states with insights into how they can better manage social media conversations around their brands and important conservation issues
Project Facts
- Organization Name: Wildlife Management Institute, Inc
- Organization Status: NGO classified as 501(c)(3)
- State: Pennsylvania
- Obligation: $132,375
- Start Date: 01-01-2022
- End Date: 06-30-2023
Results
- DJ Case and ACI monitored social media conversations nationwide, and every other week we generated social listening reports for all 50 state fish and wildlife agencies and distributed them to conservation professionals across the country. The reports contained the volume of traffic, demographic information about the posters, and sample posts for large-scale social media conversations that mentioned each agency.
- There are many social listening tools, including:
- Agorapulse
- Awario
- Buffer
- BuzzSumo
- Digimind Social
- Falcon.io
- Hootsuite
- HubSpot Social Media Management
- Iconosquare
- Infegy
- Keyhole
- Mention
- Oktopost
- Sprout Social
- Tailwind
- TweetReach
- We used Infegy Atlas for this project. The state reports we shared every other week were generated by a sister product, Infegy Canvas. This allowed us to share social listening results with individuals who did not have an Infegy Atlas license.
- There are two ways to focus the search for posts during a social listening query. The first is to select posts based on content or using “Content Queries.” This query looks for posts that contain the topic within the post's actual content. The second is to select posts based on the author or using “Source Queries.” This kind of query looks for posts about the topic based on the entity posting it. These types of queries can be used individually or in combination. We used both types of queries in this project.
- If we go back to our shooting range example, you could search for all posts that use “John Doe Shooting Range” or those in specific geography that use “Shooting Range”. If you only wanted to know how millennial women were posting about the range, you could limit the posts being analyzed to only those made by that audience.
- This project had two major facets. The first was providing social listening services to all 50 state fish and wildlife agencies. The report on these state results starts here. The second was a national examination of the demographics of those who post about fish and wildlife agencies and the topics they post about.
- The report on the national social listening effort starts here.
