When talking about Social Media monitoring then so much is being channelized through the power of social networking, tapping its potential becomes an obvious course of action. Companies hire agencies to monitor their own brand image on social media platforms. An agency utilize social media monitoring only when a client requests for it, which is usually the case if the client doesn’t have much knowledge about it and relies on the agency to instruct them.
However, the agencies, despite being skilled in carrying out such researches, need to be given clear directions by the client in order to streamline the social media monitoring process.
Merits of Social Media Monitoring:
Crisis Management through Social Media Monitoring
Perhaps the most important skill a PR professional is trained into. It is crucial also because it is communication during a crisis situation which decides a company’s future ahead. Traditionally crisis communication plan was a less popular practice. However, with social media the common citizen is empowered with instant access to a complaint channel.
Creating online presence through social media monitoring would do little to stop client feedback, positive or negative, but will allow brands to make the conversation a two-way process. The responses help in establishing a cause and effect relationship.
Influence Identification by Social Media Monitoring
In social media monitoring, this is a process unique to each brand. It is easier to observe and analyze post mentions and comments of a client that has an active web presence in forums or blogs etc. It is important to sit with your client and determine whom they consider the most influential, what the customer demographics are, where does the client see conversation taking place and where would they like it to take place, etc.
This will emerge as a picture of who the big influences are and how to target them. However, it must be kept in mind that influences change based on the situation and type of audience they attract and belong to three main categories: high, mid or low priority. A low priority might become a high priority if a blog post attracts lots of comments and discussions. To tap influences, one must be flexible enough and know that influences can change constantly.
Building relations with media and Customers alike
In the age of citizen journalism, the power of social media remains unquestionable. So much so that even journalists rely on social media to stay updated, get leads and develop relations with PR professionals as well as the community at large. Most importantly, it also enables brands to monitor if the debate, content and approach are in tune with their target audience.
Customer service also comes into play here. To enable brands to act quickly and efficiently for their current and prospective customers, it is interesting to identify the type of conversation your customer base is having? Are the sentiments positive, negative or neutral, the areas being focused upon.
Creative Feedback and ad targeting
This concept is included in the monthly metrics report if one works for an agency that also oversees the advertising for a client.
Advertising campaigns mirror brand positioning, which should be reflected by social media monitoring. It’s not about using the campaigns directly for promotional purposes, but utilizing the idea that the campaign presents.
Competitive Social Media Monitoring
Clients, through social media monitoring, constantly wish to find out whether they are delivering and measuring up to the competition or not. The competitor in the social space must be identified through monitoring industry conversation.
Who do the clients perceive as their competitor might be different across different social networks. An agency must identify and define what is successful and what is lacking as the latter helps in proving the reasons for proving why a certain idea doesn’t work. Extensively studying the strategies used by competitors can help you determine consumer responses to the efforts, positive or negative.
Social media monitoring can guide you in the long run as through these five areas you can then focus on specific parameters to report on a daily, weekly or monthly basis. The approach has great potency to generate desired results that further materialize into anticipated goals.
|Author Bio: Chloe Olson is a writer at Research Optimus and she is passionate blogging about business startups, small business and business research. Her favorite blogs subjects are Social Media Monitoring and business analytics.
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