Prof. (Dr.) Anubhuti Yadav (IIMC, New Delhi)

Social Media Monitoring

Prof. (Dr.) Anubhuti Yadav

Head,Department of New Media & Technology
Course Director, Advertising and Public Relations
Indian Institute of Mass Communication

New Delhi

Prof. Anubhuti Yadav is Head of the Department of New Media and Course Director of Advertising and Public Relations Course at Indian Institute of Mass Communication. She teaches New Media, Data Journalism, and Advertising & Public Relations.

She is the Founder of MILIN ( Media and Information Literacy India Network), which has the mission of providing a platform for Media Literacy scholars to share their work. She has conducted research in areas like media literacy, women & media, media & children, Informational and communication technology, and New Media and has presented papers at various national and international conferences. She is the co-author of the Indian edition of Media Literacy: Key to interpreting media messages book developed under the Digital International Media Literacy Project. She is currently working on a book on New Media Journalism. She has received the Innovative Use of ICT in Education award during the ICT Conclave on Education 2016 organized by DELL, Public Relations Society of India award for Contribution to Mass Communication Education in 2018, Women of Excellence Award by Women Economic Forum ( WEF), and Web Wonder Women Award by the Ministry of Women and Child Welfare for using Twitter to create awareness on Fake News and Misinformation.


Press Release

Public Relations Society of India

 Day 10 of PR – Mass Communication Orientation Programme for Students with

Prof. (Dr.) Anubhuti Yadav (IIMC, New Delhi) on 10th October, 2021

New Delhi

10th October 2021

Day ten of the Mass Communication Orientation was held on Facebook and YouTube Live. Prof. (Dr.) Anubhuti Yadav was the guest speaker for the tenth session of this academic initiative by the Public Relations Society of India. The Professor is the Head of the Department of New Media and Course Director of Advertising and Public Relations Course at Indian Institute of Mass Communication. She teaches New Media, Data Journalism, and Advertising & Public Relations. She is the Founder of the Media and Information Literacy India Network (MILIN). She is also the co-author of the Indian edition of Media Literacy and is currently working on a book on New Media Journalism. She has been recognised with meritorious awards – Innovative Use of ICT, and Public Relations Society of India award.

She delivered a lecture on ‘Social Media Monitoring’. She first discussed what is Social Media Monitoring and then took the session forward with the Need for Social Media Monitoring. She further explained the term ‘Mircromoments’ and how people live in Micromoments. She also discussed four ‘ game-changing moments that really matter – “I-want-to-know-moments, I-want-to-go-moments, “I-want-to-do-moments, I-want-to-buy-moments”. Then she further talked about how social media monitoring helps – understanding the trend, turning negative situations into positive, and finding influencers. Furthermore, the speaker shed light on keywords and how Search Engines work – Crawling, Indexing, and Ranking. She also discussed about SEO – Search Engine Optimization. The speaker also explained where to use keywords, and Planning Keyword Strategies.

She concluded the session with a number of tools that can be used for Social Media Monitoring for online content. The session was well presented with examples. The viewers and listeners also gave wonderful remarks. 


प्रेस विज्ञप्ति

पब्लिक रिलेशंस सोसाइटी ऑफ इंडिया

 पीआर का दिन 10 – छात्रों के लिए जनसंचार अभिविन्यास कार्यक्रम

प्रो. (डॉ.) अनुभूति यादव (आईआईएमसी, नई दिल्ली)

नई दिल्ली

10 अक्टूबर, 2021

 फेसबुक और यूट्यूब लाइव पर मास कम्युनिकेशन ओरिएंटेशन का आयोजन किया गया। पब्लिक रिलेशंस सोसाइटी ऑफ इंडिया द्वारा इस शैक्षणिक पहल के दसवें सत्र की अतिथि वक्ता प्रो. (डॉ.) अनुभूति यादव थीं। प्रोफेसर न्यू मीडिया विभाग के प्रमुख हैं और इंडियन इंस्टीट्यूट ऑफ मास कम्युनिकेशन में विज्ञापन और जनसंपर्क पाठ्यक्रम के पाठ्यक्रम निदेशक हैं। वह न्यू मीडिया, डेटा जर्नलिज्म और एडवरटाइजिंग पढ़ाती है|वह मीडिया और सूचना साक्षरता इंडिया नेटवर्क (MILIN) की संस्थापक हैं। वह मीडिया साक्षरता के भारतीय संस्करण की सह-लेखक भी हैं और वर्तमान में न्यू मीडिया पत्रकारिता पर एक पुस्तक पर काम कर रही हैं। उन्हें मेधावी पुरस्कारों से सम्मानित किया गया है – आईसीटी का अभिनव उपयोग, और पब्लिक रिलेशंस सोसाइटी ऑफ इंडिया पुरस्कार।

उन्होंने “सोशल मीडिया मॉनिटरिंग” पर व्याख्यान दिया। उन्होंने पहले चर्चा की कि सोशल मीडिया मॉनिटरिंग क्या है और फिर सोशल मीडिया मॉनिटरिंग की आवश्यकता के साथ सत्र को आगे बढ़ाया। उन्होंने आगे ‘मिरक्रोमोमेंट्स’ शब्द और माइक्रोमोमेंट्स में लोग कैसे रहते हैं, के बारे में बताया। उन्होंने चार ‘गेम चेंजिंग मोमेंट्स’ पर भी चर्चा की जो वास्तव में मायने रखते हैं – “मैं-चाहते-से-जानना-क्षण, मैं-चाहते-पल-पल, “मैं-चाहते-पल-पल, मैं-चाहता हूं- खरीद-क्षण ”।

फिर उसने आगे बात की कि सोशल मीडिया मॉनिटरिंग कैसे मदद करती है – प्रवृत्ति को समझना, नकारात्मक परिस्थितियों को सकारात्मक में बदलना और प्रभावशाली लोगों को ढूंढना। इसके अलावा, स्पीकर कीवर्ड पर प्रकाश डालता है और खोज इंजन कैसे काम करता है – क्रॉलिंग, इंडेक्सिंग और रैंकिंग। उन्होंने SEO – Search Engine Optimization के बारे में भी चर्चा की। स्पीकर ने यह भी समझाया कि कीवर्ड का उपयोग कहां करना है, और योजना कीवर्ड रणनीतियां।

उन्होंने कई टूल के साथ सत्र का समापन किया जिनका उपयोग ऑनलाइन सामग्री के लिए सोशल मीडिया मॉनिटरिंग के लिए किया जा सकता है। सत्र को उदाहरणों के साथ अच्छी तरह से प्रस्तुत किया गया था। दर्शकों और श्रोताओं ने भी अद्भुत टिप्पणियां कीं।

Summary of the Presentation

Dear Sirs/Madams,

Prof (Dr) Anubhuti Yadav, IIMC, New Delhi while lecturing on the topic- “Social Media Monitoring” initiated her discussion with what exactly is Social Media Monitoring and why it’s impt for individuals, celebrities, institutions, politicians .… to monitor social media and to remain on the social media platform. It’s because, a lot is happening in the social media platform; needed to know what people are talking about organisations, brands, services, what newspapers and TV channels are talking about, etc, what are the different tools & techniques available for monitoring the content available online, etc.

So, according to the definition of Social Media Monitoring, it is about finding and tracking online conversations, conversations around keywords, phrases, and events. Conversations about your brand & business, about your industry, and about your competitors. Listening to conversations will help you find patterns and trends you can use to your advantage.
So, it’s extremely impt as monitoring is needed to integrate the content. It’s impt for students, teachers, educationists, doctors…to know abt a particular issue, what people are talking about the content and how one can enrich the content, applications, etc.

She further explained the term ‘Mircromoments’ and how people live in Micromoments as constant and regular search is happening nowadays as new technology is at hand.
Micromoments occur when people reflexively turn to a device-increasingly Smart Phone-to act in a need to learn something. They are intent-rich-moments when decisions are made and preferences shaped, for example being the time during Pandemic, limiting to indoors, some people started learning to upload a video, baking the cakes, searching for impt insights, etc.

She mentioned that there are 4 Game-Changing Moments that really matter and these Micromoments are extremely impt for everyone who has an online presence, especially when working on PR & Advertising strategies.
They are;– “I-want-to-know-moments”- when someone is exploring or searching but is not necessarily in purchase mode; “I-want-to-go-moments -when someone is looking for a local business or is considering buying a product at a nearby store; “I-want-to-do-moments”- when someone wants help completing a task or trying something new; and lastly “I-want-to-buy-moments” when someone is ready to make a purchase and may need help deciding what to buy or how to buy it.
Take for example if someone wants to enter the Indian Army, will have to know abt the procedures, army training aspects etc, suppose someone would like to know abt preparing for a competitive exam, organisations might be in need of knowing people’s perspective abt it’s organisation and people needing to know about particular issues relating to organisation. They go to related Websites & search.
The same is the case with the Medical field also, people search different hospitals for treatment for different diseases, their services, whether charges are right & competitive & provision for online appointments. In the process, lots of Reviews happen and they keep on asking more and more.
So, it’s necessary to make a positive impression through ‘websites’ and these websites have to be user-friendly. Once they are satisfied with the content, information, etc they then go for online booking.
People do search when they are curious. For ex; Covaxin & Covishield vaccines, people wanted to know a lot of answers to their questions about COVID-19. So, when you create the website, one has to expect such questions & contain answers to the public who search in the website because the first impression is your website.

She further talked about how social media monitoring helps – understanding the trend & truth, turning negative situations into positive, and finding influencers as an impt aspect on a social media platforms.

The speaker enlightened the participants with keywords as ideas and topics that define what the content is about in terms of Search Engine Optimisation (SEO) as they are words & phrases that searchers enter into search engines, also called ‘search queries work as Crawling-which examine content they learn about and have permission to see; Indexing-which categorise each piece of content and Ranking- which decide which content is most useful to searchers.

The speaker also explained where one has to be careful about the correct spelling of the words and Planning Keyword Strategies where to use keywords, content images, Tricks & Tools for Social Media Monitoring.

She said that Master Boolean Queries are search operators where one has to be aware of the right page platform and search correctly with Capitals, OR, AND so on.

She concluded the session with a number of TOOLS that can be used for Social Media Monitoring for online content. One can know what was posted, what changes were made in their Bio or Twitter and Internet, yet another kind of tool for Social Media Monitoring.
Prof (Dr) Anubhav Yadav who was very specific and relevant with the topic ended her lecture with final remarks that exploring the tool is very important.

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