I keep an intentionally low social media profile with the exception of a few sites that focus on professional networking. While I have the luxury of separating myself from the noise, companies–especially in the B2C business– do not.
Microsoft has a tool to give companies control over the deluge of social data by collecting, organizing, and analyzing relevant social media activity. And although Microsoft Social Engagement is a standalone application, its real power is in the integration with other applications like Dynamics 365. In the early days of Dynamics CRM, I would describe workflow to clients as the automagic in the system but social engagement, with its adaptive learning capabilities, is truly amazing.
Here are five features of Microsoft Social Engagement (MSE) that will blow the minds of even the biggest social media marketing junkies and automation maniacs.
1. Microsoft Social Engagement Analytics
Microsoft Social Engagement offers five out of the box dashboards that roll-up data returned by search query results to give users meaningful insight into the data collected from different social sites. Establishing query criteria is both science and art so, if you are new to MSE, monitoring Analytics frequently will give you visibility into whether or not you are collecting meaningful data.
Ongoing Analytics will tell you everything from the overall social media sentiment of your brand to where your posters are geographically. At any point, you can click on the posts fly away tab on a dashboard or directly on one of the widgets to drill down into individual posts.
It’s also worth noting that what you see initially in Analytics is not all that you get. Dashboard widgets will dynamically display based on the data in your system or based on filters applied by the user. The amount of out of the box information collected is impressive. For those requiring more, a service endpoint for connecting external applications with MSE is available.
2. Post Sentiment Adaptive Learning
For every post that meets the criteria of your search queries, Microsoft Social Engagement will use text analytics to determine if the post has a positive sentiment, negative sentiment or neutral sentiment (when the positive and negative words cancel each other out.)
Users with the appropriate MSE privileges can manually change the sentiment on individual posts and, in doing so, MSE will actually learn the patterns in the designations over time, improving its ability to auto detect sentiment. Mind. Blown. We know.
The sentiment of individual posts rolls up into one of the Analytics dashboards, providing users with insight into whether posts in the socialsphere feel mostly positively or negatively toward your brand. Sentiment trending information shows companies positive or negative increases/decreases over a period of time that companies, for example, can tie back to a new product launch or marketing campaign.
3. Auto Post Tagging
Similar to assigning sentiment, Microsoft Social Engagement assigns tags to individual posts to help manage the incoming data by categorizing it. For example, posts that include a question are tagged as Information Requests. Information Requests can be monitored in the Analytics widget where users can drill down and respond to those specific posts.
Users also have the ability to auto tag posts with custom tags for better reporting on social media campaign outcomes for example. Auto tagging requires two steps:
Manually tag 50 or more posts with the custom tag at the individual post level. You can add any keyword as a tag from the individual post level by selecting tag, type in your custom tag (or look up an existing) and select confirm.
Return to global settings and enable your custom tag for auto-tagging. Once enough data is collected and the tagging patterns are learned by MSE, posts will be automatically tagged with your custom tag.
4. Email Alerts
Out of the box email alerts can keep key people at your company in the know at all times about what’s being said in social media about your brand…or even your competitor’s brand! Trending email alerts can be configured when the volume of posts returned by your queries spike to configured levels. This ensures that your company is always on top of anything that spikes social media activity relevant to your company.
Keyword email alerts allow users to configure specific alerts based on different filters including sentiment, posts by a specific user, or keywords that are found within the posts returned by your queries.
5. Automatically Create D365 Cases from Posts
Last, but certainly not least, is the ability to create records in a connected Dynamics 365 organization automatically from social media posts. A common use of the automatic record creation feature is creating service Cases based on specific keywords in social media posts. If, for example, you are a service company and you receive posts in MSE that meet your search criteria with keywords ‘cancelled’ or ‘cancel’, you can configure the system to automatically create and route a service Case to proactively review the issue without requiring your customer to lookup contact information.
Creating records in Dynamics 365 requires that both Microsoft Service Engagement and Dynamics 365 are configured to automatically create records. This consists of configuration under the MSE global settings Automation Rules and a Dynamics 365 automatic record creation rule.
Microsoft Social Engagement Automation Rules Configuration
Dynamics 365 Record Creation Rule Configuration
If you are not yet set up with a Dynamics 365 enterprise edition subscription, request a trial of Microsoft Social Engagement to check out all of the features available to Dynamics 365 users.