What is Social Media Monitoring?
Social media monitoring is a search process which analyzes a spectrum of social media metrics. The process can improve business marketing, productivity, and audience retention. It allows a business to understand what is being said about the company. The information is commonly used to make executive decisions for future projects.
The term is sometimes confused with social media listening. The main difference between these two is the range of search. Social media listening analyzes a larger volume of social media metrics for a business to draw conclusions from. Social media monitoring pipelines specific social media metrics which a business should then respond to.
What are the Benefits of Social Media Monitoring?
A tool is used to crawl through a list of social media sites. The sites are then indexed and analyzed for pre-defined social metrics or keywords. The metrics are defined based on what the business finds most important to its image. The tools come with optional filters which allow a business to view the most relevant posts. This is important because relevancy is highly subjected to change and varies with each definition. Some tools run in real time which makes it easier to visualize interactions between the audience and the business. All tools adhere to ethical policies. The tools only have access to information that is public.
Monitoring offers a business insight about the potential success of their products. A business should look at positive and negative conversations. Positive conversations describe comments and reviews that indicate a positive view of the business. On the other hand, negative conversations are usually complaints or other negative actions which reflect poorly on a business. Netbase is a social analytics platform which provides a wide range of services and tools for social media monitoring. A social analytics platform offers an intuitive user interface which displays all necessary information in a uniform layout.
Businesses can also use monitoring tools to learn more about their competitors. The tools focus on keywords for competitors. This is a valuable opportunity for a business to observe what works for competitors.
Credibility is an essential component of social marketing. Audiences are more likely to invest in a business that they trust. The simplest way to establish credibility is to listen to the audience. Businesses gain the opportunity to find and reach out to their audience across numerous social platforms. A management review team should also engage with audiences to ensure that audience satisfaction is met.
A monitoring service improves organization. Keywords or other metrics can be archived for later use. This reduces time and financial investment spent toward review protocols. It also allows a business to optimize their approach towards user experience applications.
Timing is another crucial aspect of social marketing. A timely response creates a more organic interaction between audiences and businesses. This is especially useful during holiday seasons when there is more buzz around a product. A business should set a time window for audience engagement to help stay organized and consistent.