What is being said about your company, products, and services on the internet? The process by which companies identify and assess what is being said about them is called social media monitoring.
The type of monitoring program you leverage should be based on what you’re trying to achieve, and the insights needed to help answer your business or marketing objectives. Below are the guidelines to making your social media monitoring program effective and successful:
1. Focus your efforts on what you should be monitoring for
Demographics: You may feel you have a good understanding of who you are trying to reach. However, social media monitoring can reveal unique segments to target and improve your understanding of the degree of importance each segment should hold for the business.
Where/Who: Beyond geography, social media monitoring can lead you to where your audience finds their information. It could very well be blogs they read or forums and groups they engage with. However, “where” can also point to the geography of your audience base.
Tweepsmap knows how critical it is to listen before you talk and uses a proprietary algorithm focusing on influential followers and relevant locations
When: When is the best time to engage with your audience? When will you get the best levels of awareness and engagement?
With Tweepsmap, you know exactly when the best time to tweet is. Why publish when you know it is a time when your audience isn’t monitoring or likely to respond?
Competition: Measure against key competitors through Twitter competitive analysis to understand how efficient your social activity has been.
What: What is already working with your target audience? What do they seem to be responsive to? What are they talking about?
Research any topic in the Twittersphere. To know, search any word, hashtag, account, URL or phrase, current or historical, through hashtags and keywords. Set Alerts on whatever your company is focused on, and get email notifications to keep you updated.
2. Define objectives
You need a clear understanding of the purpose as to why your organization is social media monitoring in the first place. What is your definition of success? What is your organization hoping to achieve with all the data that you gather through social media monitoring?
By defining your objectives and goals, you should be able to identify what your specific problems and issues are that you are hoping will be resolved through your monitoring program.
3. Who, what, when and how
Your resources may be limited. Perhaps there is only one person dedicated to social media monitoring or maybe you have a whole team devoted to its understanding, analysis, and execution. Whatever the case, planning out your resources is critical for accountability.
4. Optimizing Information Workflows
Once you have determined who does what and when, the last thing you want is for all that valuable information to get lost through miscommunication or mishandling of data. Refine your documentation processes, your communication protocols, and define your workflows so that the right people get the right information.
5. Implement what you learn
monitoring is only the beginning. You need to take that data and turn it into insight and knowledge that you can use to deliver results. The purpose of your monitoring programs was to gather information that you can later apply to your business so that it may improve its efforts, adjust its strategies, optimize its campaigns, and monitoring its brand health.