Mining Social Media: A Starter Package

Presenter: Marianne Pelletier, Cornell University 
Year: 2014
Body of Knowledge Alignment:
Domain: Data Analytics
Competencies and Levels: 

  • Competency 1: Cross Industry Standard Process for Data Mining (CRISP-DM) Competencies, Level I & Level II
  • Competency 2: Project Management, Level I & Level II
  • Competency 3: Data Manipulation Skills, Level I & Level II
Domain: Prospect Research
Competencies and Levels: 

  • Competency 3: Ethics, Level I & Level II
  • Competency 6: Prospect Interests and Networks/Relationships, Level I & Level II


Social media is being touted as the newest way to prospect for donors. However, it's not that easy. Knowing where and how to look is just the beginning. Join Marianne Pelletier to explore a few first steps into using social media for prospecting, relationship mapping, and sentiment analysis, all in support of advancing your organization's mission.

This webcast will cover:

  1. The breadth of social media and how it's used
  2. Ethics – ours are higher than commercial companies
  3. Prospecting using Zoominfo and LinkedIn
  4. Affinity Tweeting and how to find it
  5. Discovering connections through NodeXL
  6. Understanding listening tools

Learning objectives:

  • The audience will get an overview of how social media tools enhance our understanding of our prospects, including basic search techniques and one fairly advanced piece of (free!) software.
  • Review of 3 different social media mining techniques so that the audience can decide where to start or what to add to their programs.
  • Understanding the breadth and depth of social media in our prospects' lives.
  • Building a comfort level with writing a solid ethics policy around monitoring the pages of an organization’s prospects


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