Social media monitoring includes all actions to monitor the activity of users, followers, and competitors on social media. Based on network monitoring tools.
it is possible to create a complete listening process that promotes new and effective ways of interacting with the target audience. In the following lines, we will explain how to get better business results thanks to the information extracted from Twitter, Facebook, and other media.
Table of Contents
What is social media monitoring?
Social media monitoring is the process carried out by companies, assisted by specific tools and software solutions, to “listen” and “search” for the content posted by users on social media that refer to their brand or their names. of your products
Why is social media monitoring necessary?
Brands invest a lot of time and resources in building the right brand image. But today, the speed at which the Internet is evolving networks poses a significant challenge for businesses. Anyone anywhere can challenge or tarnish the brand image with a negative comment or by posting an image that damages the brand’s reputation.
Social media monitoring gives brands the ability to control that flow of information by spotting the negative mentions they receive before they escalate and cause irreparable damage to the company’s prestige.
But it’s not just about keeping track of negative mentions. Brands also use tracking to track customer sentiment and feedback in real-time. Understanding how customers feel about products and services helps them improve their offerings and increase their competitive advantage.
What social media monitoring is not?
Social media monitoring is often confused with other terms such as social listening or social media intelligence, but in reality, each of these terms has its own function within a social analysis strategy. Like this:
- Social Media Intelligence: this is an umbrella term that covers some key areas of social analysis, such as social media monitoring and social media listening. The peculiarity of intelligence in this environment is that it focuses on competitive analysis.
- Listening to social media: Helps discover consumer information that can be applied to your brand strategy. It is an ongoing task that focuses on enabling the company to get to know its audience and understand what their emotions are. By listening to the networks, you can gain a basic understanding of the consumers you want the brand message to reach. The goal is to learn what matters most to users, customers, and potential customers, introduce it into the strategy, and incorporate it into the customer experience at all levels.
Social media monitoring is also an ongoing effort, but with a slightly different focus. While listening on social media creates a baseline for what your audience feels, monitoring allows you to maintain that baseline.
How to take advantage of the monitoring opportunities of social networks?
Listening to social networks is identifying how the brand/company/product /CEO or any other valuable keyword is mentioned in social media. When a social network monitoring strategy is applied, it is not only necessary to focus on these media, but the scope of ongoing initiatives can reach websites, blogs, and forums, among others.
The way to take advantage of the opportunities that come with monitoring social networks has to do with the following tactics:
- Turn online reviews into brand image benefits: Oddly, negative online reviews offer more opportunities to stand out from the competition and attract customers than positive ones. A negative review followed by a company response is clearly authentic and trustworthy, unlike some positive reviews, which can be staged. The followers of the interaction may get the impression that the brand cares about its customers, but to achieve the desired effect, social media monitoring is essential. You must be on time with the apology, the answer, and the proposed solution.
- Help potential customers advance their purchase cycle by solving their doubts: Achieving it depends on finding out about the brand or company questions in time, which are thrown into this type of media instead of going directly to the company. Through social listening, each person can be offered what they need at that moment (an answer, an instruction, an article for more details). The delivered option is likely to attract interest and possibly traffic.
- Implement social selling: Thousands of searches every month try to find out where to find a product or where it can be purchased. Creating alerts on a social media monitoring tool with similar questions and others related to industry and location, if relevant, will uncover potential customers to follow, as these people are interested in the type of product you are looking for. sells the company, but they may not know the brand yet.
- Establish yourself as the industry leader: Social media monitoring also serves to promote leadership through demonstrations of knowledge and experience. It is the ideal complement for posting valuable content on reputable sites and the site itself. To become an industry leader you need to be online and answer the questions the public asks.
Social network monitoring tools
Some tools help make sense of actions taken on social networks. How have your followers grown this month? Which posts seem to work best? When does it make the most sense to post? Social media monitoring is simpler and more effective when used:
Buffer: With their Pro and Business plans, you can get all the key engagement statistics for every update posted on social networks. Buffer provides access to the right metrics you need to monitor and improve social media performance.
Sprout Social: It is a comprehensive social media monitoring and management tool that offers a number of company-wide options. Its multichannel social listening features allow for contextual and qualitative analysis by topics, hashtags, and keywords. Furthermore, it allows knowing the performance of the contents published in the different social networks from visual and intuitive reports.
Hoot Suite: It’s a great combination of social media management, listening, publishing and analytics tools. It helps determine which type of content works best, increases post reach, improves ad effectiveness, and gets the entire social media team working together. The highlights of this tool are its in-depth analysis features, which offer a clear understanding of performance across all social platforms.
Zoho: It’s a single software package with CRM, collaboration options, and other SaaS benefits that streamline your operational workflow. Zoho Social allows you to understand your social media audience and how they relate to your brand. Among its advantages is the ability to listen to multiple channels from a single control panel and respond in real-time. It also makes it easy to analyze each post to measure its reach and engagement.
Sendable: It is a social media management tool with monitoring, listening, and reporting capabilities. Provides out-of-the-box information about post content and engagement, audience mentions, and profiles across all digital channels. Sendible also allows you to track what is being said about your brand across various web and social platforms and identify mentions that may require attention or response.
The keyhole: It offers various trackers that help you track events, campaigns, influencer activity, brand mentions, and industry-specific social conversations. It allows you to keep track of hashtags, keywords, and accounts, for which it provides a large amount of information such as reach, top posts, and participation, about the brand or its competitors.
Rival IQ: It allows you to track different companies and compare their performance not only on social media platforms but also in SEO. It also analyzes Facebook and Instagram ads and presents historical data for up to 24 months. This way, you can identify general digital strategies that work for key competitors and learn from their tactics.
Social Report: Provides an overview of business activity across multiple social networks and blogs. You can track new topics, measure ROI, and export data to reports. This tool not only makes it easy to monitor your own social profiles, but also those of your competitors.
Once you know which tools to use, don’t forget how effective social media monitoring is in attracting customers from the competition.
You just have to know how to convey that the product itself is better than what they are already using. To do this, monitoring the main competitors and some keywords could indicate the uncertainty and unhappiness on which to act.
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