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Salford Business School

Monitoring and reporting

How to use monitoring and reporting for business and career development

Monitoring and Reporting brings insight to your search and social media marketing campaigns. Monitoring customer service statistics is becoming increasingly important for many businesses and this video will examine how social media monitoring tools can be used.        

Please complete this short course entrance survey if you have not done so already.        

Please watch this video to the end before attempting the activities. When you are watching the video for the second time and reach an activity (see below a list of these with recommended links) pause the video, complete the activity and then press play again, proceeding to the next activity:

This video features the following industry speakers:        

James Crawford - PR Agency One
Katrina Gallagher – Digitangle

Activity 1 - If you have a website, consider linking this to Google Analytics; go to and follow the on-screen instructions. If you already have access to your Google Analytics account, consider          what works and what does not work for your website by examining those pages which are visited and those which are not. How can you improve the content on the pages that are not visited? Could you use some SEO techniques to optimise these?        

Read this post on Mashable on how to use Google Analytics:

Reflect on your lessons based on the data from Google Analytics in a blog post and share these with others on #SSMMUoS        

Activity 2 - If you have a video on YouTube, examine its visits and how it was discovered as well as who the visitors were and whether this video achieved what you wanted it to. Reflect on your discoveries in a blog post and share it with #SSMMUoS on Twitter.        

Activity 3 - Go to Google Alerts and set up alerts for your brand and product names.        

Activity 4 - If you have several social media profiles, link these up and monitor how your social capital through the Klout score develops when you start a more active involvement on social media. Having watched the          video and heard the views from James Crawford – do you agree with what he has to say about Klout score and similar monitoring measures? Is Klout score useful for you? Please share your views with others on #SSMMUoS

Some background reading:        

Hackett, C A, Fletcher, G and Heinze, A 2013, Social Media Monitoring visualisation: What do we have to look for?, in: 18th UKAIS Annual Conference, 19-20 March 2013, Worcester College, Oxford, UK. Available online:

Hackett, C A, Heinze, A and Fletcher, G 2012, Twitter sentiment analysis: The case of mobile network outage, University of Salford and Fast Web Media, Salford. Available Online:


Feel free to make use of our hash tag #passion4digital on Twitter to communicate with your peers and share your own learning experiences!