Social media monitoring is not only for market research purposes, it’s also for becoming aware of what’s being said about your brand and/or products, your competitors, to find out what your audience is talking about, which networks they use, what the hot topics are at the moment, and ultimately, to know your audience much better which will help to drive your marketing strategy further.
Social media monitoring can be a time-consuming task and that’s why you need to be focused on what really matters.
Follow these 5 tips to a better social media monitoring:
- Have clear objectives
The key to getting social media monitoring right is setting clear objectives. These might not only be marketing and sales objectives. Additional objectives should be set in conjunction with other departments.
Social data can be a huge source of insight, leads, consumer engagement or information about your market. Monitoring can dramatically assist product development, research, customer service and business strategy. So, set your objectives together with other departments and share your findings with them.
Each objective requires a different approach to how, where and when you use social data. The source of the data might be the same, what you do with it isn’t.
- Decide who is going to do the task
The response to this is based on the size of your organisation and the amount and type of data you need. If you’re a small company who only needs to do simple real-time monitoring, maybe that can be a one man’s task. If you’re a larger company with many different objectives and departments involved, you need to decide if you’re going to outsource your social media monitoring or have an internal team working on it.
In the last case you might have for example a marketing manager that oversees monitoring strategy, community engagers that directly track and engage in conversations. You may also have analysts making sense of data, analysing sentiment, identifying longitudinal trends and liaising with managers to inform on on-going strategy.
- Listen to what matters to you
When listening you need to not get distracted- you need to focus or you can find yourself wading through data that doesn’t help you take action.
You then need to decide the type of audience you’ll want to listen to: is it general consumers or is it only consumers in a particular region or age bracket? Do you also need to listen to competitors and influencers like journalists or bloggers? Or do you only need to listen to people that actually bought and used your products or services?
Do you need to listen to general conversations around a topic or do you need specific details?
The answer to these questions depends on the objectives you have, but is a good idea to understand who you’re going to listen to so you can focus and get your search really nailed down.
- Decide which frequency is best for you
Again, this depends on your objectives. It might be enough to monitor only on a weekly basis or you might have the need to monitor daily or even hourly, so you need to decide how often you need the data.
If you can and need to take action daily, listen daily. If not, think about whether you’d benefit from a more targeted approach to listening – the data isn’t going anywhere after all.
- Review your tools frequently
Whatever tools and technology you’re using for social media monitoring (free, paid, simple or more complex) make sure you review them frequently.
Monitoring tools and the technology they use is evolving rapidly. All brands and organisations making use of those tools shouldn’t just rely on update emails from their providers. They should be proactive and continually checking out the monitoring landscape for new tools or improved features of competitor products. More importantly, they should be testing them out and not simply relying on the marketing promises.
These five tips will help you make the most of your social media monitoring project. Make sure you also have a plan of action of what to do with the data so you can take the most benefits from it.
Do you have other social media monitoring tip you want to let us know about? Share it with us in the comment section below.