Listening Outposts & Business Intelligence What is social media listening and how can it be used to perform business intelligence reporting?

Discussion 1 ________________________________________ Listening Outposts & Business Intelligence What is social media listening and how can it be used to perform business intelligence reporting? Why is this important to a business? Does social media listening always provide actual business intelligence information? Why or why not? Provide case study examples. Discussion 2 ________________________________________ Social Media Measurement & Social Media Monitoring What are the differences between social media measurement tools and social media monitoring tools? Why would or wouldn’t a business need both? Explain. Provide examples of both social media measurement tools and social media monitoring tools and how they are used. ***PLEASE KEEP EACH DISCUSSION SEPARATE AS IT IS ON THE INSTRUCTIONS. DISCUSSION ONE SHOULD BE ANSWERED AFTERWARDS DICUSSION TWO SEPREATELY. Required Text Blanchard, O. (2011). Social media ROI: Managing and measuring social media efforts in your organization (Que Biz-Tech). Indianapolis, IN: Que Publishing. • Chapter 10: Listening Before Talking • Chapter 11: Social Media and Digital Brand Management • Chapter 12: Real-Time Digital Support: Fixing Customer Service Once and For All Kelly, N. (2012). How to measure social media: A step-by-step guide to developing and accessing social media ROI (Que Biz-Tech). Indianapolis, IN: Que Publishing. • Chapter 8: Measuring Strategies for Increasing Revenue • Chapter 9: Breaking Down the Barriers to Social Media Measurement Required References Barrette, R. J. (2013, September 9). Why social media listening is important. Retrieved from http://theclickbook.wordpress.com/2013/09/09/why-social-media-listening-is-important/ Mellinger, G. (2013, August 30). 10 free social listening platforms to improve ROI. Retrieved from http://independentretailer.com/2013/08/30/10-free-social-listening-platforms-to-improve-roi/ Smith, B. L. (2013, March 20). The impact equation – part 1, working with the equation. Retrieved from http://www.buildingwhatmatters.com/2013/03/20/impact-equation-1/#.Ui8pWT_3O-1 Smith, B. L. (2013, March 27). The impact equation – part 2, ideas: Contrast and articulation. Retrieved from http://www.buildingwhatmatters.com/2013/03/27/impact-equation-2/#.Ui8pjz_3O-1 Smith, B. L. (2013, April 13). The impact equation – part 3, platform: Reach & exposure. Retrieved from http://www.buildingwhatmatters.com/2013/04/03/impact-equation-part-3/#.Ui8nSj_3O-0 Recommended References Gilfoil, D. M. (2012). Return on investment for social media: A proposed framework for understanding, implementing, and measuring the return. Journal of Business & Economics Research (JBER), 10(11), 637-650. Retrieved from http://www.cluteinstitute.com/ojs/index.php/JBER/article/download/7363/7431 Hussain, A. (2013, July 22). A beginner’s guide to inbound lead generation. Retrieved from http://blog.hubspot.com/beginner-inbound-lead-generation-guide-ht Kang, M. (2010) Measuring social media credibility: A study on a measure of blog credibility. Institute for Public Relations. Retrieved from http://www.instituteforpr.org/wp-content/uploads/BlogCredibility_101210.pdf