What Is Social Media Monitoring?
Essentially, social media monitoring is where you listen to online conversations in an attempt to engage and learn from them
. You choose particular keywords, which are relevant to your organization, and then your monitoring system finds these in any messages or articles within the social networks youve chosen.
Social Networks
Social media basically incorporates the following:
Message boards
Blogs
Forums
Twitter
Facebook
YouTube
A Listening Ear
This is a great way of finding out how your companys doing. By monitoring social networks, you can check for feedback and keep abreast as to what consumers want. You can even respond if listening in real time. Its also a good method for keeping an eye on your competition.
The Process
Definition: first of all, recognize why you want to monitor and what youll gain from it.
Keywords: because monitoring is keyword based, choosing the right ones is very important. Examples include
ocompany and brand name,
otaglines,
oexecutive names, and
oCompetitor names.
Outreach: you need to decide the best sites to monitor. For this, gauge where your target audience frequents. You may need to monitor numerous networks before you figure out which are the most productive. Dont head straight to the most well-known sites. You cant be sure where important information will arise.
Prioritize: because there are a plethora of conversations occurring worldwide, you need to be efficient in your monitoring. Only focus on whats important.
Listen: always observe how the members interact before you join in. Community cultures are different, and its important to be aware of this in order to be accepted.
Relationship building: ascertain who the leading figures are within the network. However, make sure you have a clear sense of who they are before you make your approach. Dont be tempted to use people: Your message will be stronger if others recognize you as a resource and, thereby, see an inherent reason to spread what you have to say.
Engagement: this focuses on actions to engage with bloggers, for example,
ocustomer advocacy programs,
outilizing feedback, and
oDealing with irate customers or bloggers.
Networking: its useful to obtain information and know your customers opinions but also to use this feedback efficiently. The following factors are important to consider in order to make the most out of the information you receive:
ohow and how quickly team members are notified that they should respond;
ohow the information moves through your organization;
oHow customer feedback is recorded and relayed without the organization.
Tools: there are a number of tools you can use, depending on your strategy. This applies not only to tracking conversations but to viewing and archiving your data.
In Conclusion
Social media monitoring can be a very useful tool in developing your organization. By following these guidelines, you can be one step ahead and ensure you make the most out of it.
by: Jane M Dawson
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