Few organizations are as savvy in digital media as Greenpeace: but even their social media professionals can get overwhelmed sometimes. A recent crisis forced the group to develop new online listening tools to track multiple related conversations taking place about its work on several different social media platforms at once. It shared the techniques its developed, including the specific social listening tools it utilized, on its Mobilisation lab blog.
The crisis in this case was the arrest of 30 activists by the Russian government during a protest on an Arctic oil rig, which generated an explosion of traffic on its social media sites worldwide. Its project managers had to combine multiple social listening tools at once to measure different angles of the story and even different but related hashtags that supporters were using simultaneously.
Online media analysis for campaigners and ‘non-digital’ staff (Mobilisation Lab/Greenpeace)
If you’re unfamiliar with the variety of social listening tools out there, Mobilisation Lab keeps a running tab on the tools Greenpeace uses and how well they work. Bookmark-worthy!