Qantas and Social Media Monitoring

Hello Readers,

This week in Enterprise 2.0 we have been focusing on social media monitoring and networking. This topic is often of particular interest for an organisation’s marketing/advertising/ PR team, in terms of being informed about their target markets online as well as what is being said about their organisation. The advantages of social media monitoring are great, with real-time data available in just a few clicks! There are a number of free social media monitoring tools available to organisations and users, two of which that I was not previously familiar with being Addictomatic and Tweetlevel.

I decided to try out these two tools to see what kind of information they presented for a Qantas and Social Mediaspecific organisation. As it is nearing the Christmas holidays and my mind is thinking about travelling and no longer having to do uni work each weekend, the organisation I have selected is Qantas Airways. The results of my experience using each website and the insights I found about Qantas are below.

Addictomatic. The website is quite easy to use from a user experience point of view, you simply type in the topic/organisation you are interested in and ta-da, you are presented with information sorted into categories, such as Bing, Youtube, Flickr, etc. I took a screen grab of the information that popped up when I did a search on Qantas.

Addictomatic and QantasWhat is interesting is that despite Qantas having an official Twitter page, they did not get any results for Twitter searches. This makes me question the reliability and accuracy of this social monitoring tool in terms of all of these different channels. If I search Qantas on Twitter, I receive thousands of hits. I also assume that if Qantas were not in the midst of a headline story having a snake found on one of their planes (The snakes on a plane jokes are already all over twitter) that the information for news searches could be quite old at times.

Tweetlevel. Again this website was very interesting to use and I didn’t have to sign up or log in to my twitter account to be able to review the results, unlike some platforms such as Tweetreach. This site lets you search for your organisation/ topic and shows the tweet ‘buzz’ or engagement for those key words, over a recent time period. I took a screen shot Tweetlevel and Qantasof the graph that was presented to me. I think this would be a particularly interesting tool if promoting a campaign, an organisation like Qantas could analyse how well it might be going depending on the buzz that is being created on those particular days.

I would recommend that every organisation engage in social media monitoring in some way and I have no doubt that a large organisation like Qantas has numerous people keeping track of what is happening and being said around their brand. Interestingly enough, I found in a news article this afternoon that Qantas is trialing watching social media conversations that happen within their lounges, check it out here.

If you’re still interested to hear more about social media monitoring, my assignment team, 4Social is hosting a Live Google Hangout Event on the topic on Tuesday 24th September 2013 at 7pm. You can join us live in the hangout or watch it on youtube at a later date.

That’s all from me for now, again I really appreciate any feedback, comments or questions you have!



7 thoughts on “Qantas and Social Media Monitoring

  1. Hi Brit, another quality post.

    I acctually had a look at Addictomatic this week while testing out the various tools and I agree in saying that I don’t think that it represents a hugely effective tool in discovering information in regards to social media reach, as much as it simply provides a sprawl of links to posts containing the word Qantas. I feel it would be a much more effective tool if it actually provided some analytical value through statistics or even some graphs and numbers. Tweetlevel however looks like a great tool for analysing trends over time seeing as how it does provide some quantitative information. 🙂

    • Hi Chris. Thanks for your response, I wonder what kind of key word analysis the Addictomatic website uses. Do you have any ideas about that type of thing? I look forward to reading through your post for this week 🙂

  2. Wow its nice.. Tweetlevel is really interesting.. I wish there was same for facebook 🙂 Then it would me more easier to monitor the specific post I want to. Yea some time Analytical tools wont give you exact result as they may work on probation algorithms and some mathematical assumption.

    • Hey Ashwin. Thanks for your comment. I think that if you look into Facebook Insights it would definitely give similar information to that as Tweetlevel does, particularly if you are one of the administrators of that Facebook page 🙂 Let me know if you check it out!

  3. The problem with TweetLevel and almost all other monitoring tools that attempt to analyse Twitter is they have very limited access. The only software from my understanding that has an agreement with Twitter and access to ALL tweets is Radian6. A couple of other programs have limited contracts which allow a few million tweets a day to be analysed. Then the rest of the tools have even less access. It is good to be aware of this when using a tool so you understand it potentially is not analysing all the available social network interactions.

    • Hey Tom. Thanks for your comment. That’s interesting to hear! I would definitely be interested to see what type of results Radian6 might bring back for this topic in regards to Twitter if it has access to all tweets.

  4. Hi, In reading your post I appreciated the social monitoring tools you mentioned. Do you feel that Addictomatic is presented in a modular form and therefore seems to be presented in an ‘outdated’ look and feel? If so / not, do you think this decreases the use of their service?

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