Though marketing campaigns can be more effective with beautiful graphics and clever copywriting, people are the real driving force behind any industry.
Changes in culture can strongly influence what a brand’s target market does. The conversations happening in the world can be used to gain valuable insights. All you have to do is listen!
Social media monitoring has become increasingly important in recent years for keeping tabs on trends, analyzing them, and making predictions. It helps businesses stay ahead of the curve on emerging trends and mitigate negative attention before it turns into a disaster.It allows businesses to identify potential risks early and take steps to avoid them.
What we’re talking about
- Tracking and reporting of mentions: Based on a keyword or a group of related keywords you define.
- Alerting: Many brand monitoring tools can be configured to send you notifications when mentions happen. You can often configure these alerts to happen immediately via text message or desktop notification, or as email messages at daily, weekly, or some other interval.
- Sentiment assignment and tracking: Most brand monitoring software attempts to assign a sentiment to a mention. Positive (if something good was said about the brand), negative (if something bad was said about the brand), or neutral of something was said that the software can’t assign emotion to. You can usually assign your own sentiment to mentions for later analysis as well.
1. Monitor your brand (and get alerts)
outside of your social media pages and content. If someone writes and article about your brand on their blog, brand monitoring software will tell you about it.
2. Measure Sentiment
- Content : You might hear someone recommend your YouTube channel because it has great how-to videos, and that may validate your YouTube content campaign. Conversely, you might hear that your instructional videos don’t address certain topics, or aren’t in-depth enough. That’s not something you want to hear, but hearing it gives you the chance to adjust your content strategy to address the issue.
- Community interaction: You might hear how people have interacted with your brand online, and what they’ve liked, or not liked, about the experience. People appreciate it when brands pay the right kind of attention to them. You can use this information to train community managers and refine your community interaction. That should your community happier, leading to better customer relationships.
- Customer service: Similar to community interaction, you can see what people are saying about your customer service (both online customer service and other types of customer service) and use the information to improve speed and quality of service. It can also help you create better self-help content that you can post online.
3. Perform social media audits
5. Find influencers
6. Find product and service positioning
7. Research products, services industries, verticals, keywords, and hashtags
Tips for effective social media monitoring
Now that we have seen the importance of monitoring social media, here are some suggestions for making sure your efforts are as successful as possible.
Don’t cast to a wide net
However, this isn’t always the case Many people believe that by monitoring multiple social media channels and data sources, they will gain a better understanding of trends and conversations that are most relevant to their marketing goals. However, this isn’t always the case. This often happens when people try to focus on too many things at once and they end up with a low-quality, confusing view of their target market’s behavior.
The social media world is too big to explore all the platform and space opportunities for marketing. The number of social media users worldwide has reached 3.484 billion, rising nearly 10% year-on-year, as leading paid social agency KAU Media Group says.
In addition, recent events have shown that social monitoring tools may not be effective enough to justify the privacy concerns they raise. You need to make sure that you are using your resources as effectively as possible to achieve your business goals.
Know your Competitors
Although it is not advisable to copy your competitors’ strategy, paying attention to them and to the conversations about them taking place online can give you important insights into the conversations and trends that are typical for your industry.
Keep tabs on your competitors’ social media platforms and look for ways to improve on the things their customers love while avoiding the negative interactions.
When companies mess up in public, it can look like it would have been easy to avoid if you knew what would happen ahead of time. But you can’t afford to take chances like that. Keeping an eye on what your competitors are up to can help you stay ahead of the game on social media.
Spread the Word
Social media monitoring is something that your whole company should be doing, not just your marketing department. Social media monitoring can teach you a lot about your customers that can help improve their experience with your business. Make sure to share what you learn with the rest of your team.
So, if your competitors’ mobile app has a user-friendly UI, you might want to give this feedback to your company’s designers and developers to help with future updates.
Don’t hoard information gained from social media monitoring; share it with other departments that could benefit from the data.
Word of mouth marketing
Answering mentions and requests on social media helps to build trust with customers, encourages prospects to reach out to your brand, and increases engagement rates on social media platforms.
User-generated content can be found through social media monitoring. This is beneficial for online consumers. You will get a genuine testimonial with very little effort.
Hubspot believes that the majority of consumers make decisions based on the past opinions and reviews of other customers.
You can collect positive reviews and identify issues customers have with your product or service by monitoring social media.
Keep an eye on the social media marketing ROI
It can be difficult to get a complete overview of your social performance with so many social media channels and thousands of mentions every day.
If you want your social media strategy to be effective, it needs to be based on more than just guesses and vague data. A comprehensive dashboard is the only thing you need in order to keep track of changes on different platforms in real-time.
Marketing ETL systems can automatically gather paid and organic performance data from social platforms to help automate your marketing reporting.
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