They’re Talking about You. The Importance of Monitoring Social Media

Your customers are talking about you.  Are you listening?

With the explosion of social media outlets and people talking about your brand as well as your competitors, it has become more important to monitor this space for several reasons.  You should monitor this space to: manage your reputation, protect your brand, track a product launch or acquisition, measure the response of a campaign, listen to thoughts and opinions, analyze buzz, track your competitors, inform strategy, and determine ROI.

You should definitely be checking your brand’s Facebook and Twitter stats on a regular basis.  In addition to this, there are numerous tools to help you monitor your brand and the conversations that are occurring.  Some are as simple (and free) as alerts from Google or Yahoo!, where you can subscribe to keywords or URLs.  Google even has a blog search alert to help you wade through blogs that don’t always appear on the main Google search engine.

If you don’t want to do it yourself, your agency or a third-party company can help in this area.  Kilgannon provides three levels of social media monitoring for our clients:

  1. Basic reporting
  2. Basic reporting + analysis/interpretation of the data
  3. Basic reporting + analysis/interpretation of the data + brand dashboard

The basic reporting includes measurement of:

  1. Posts by day (including summaries of each one)
  2. Key discussion topics (word clouds – a visual representation of frequency of key words associated with the brand)
  3. Sentiment (positive, mixed, negative)
  4. Word and category analysis (adjectives, positives, negatives)
  5. Topic trends
  6. Where the content is coming from (e.g., blogs, microblogs, forums, etc.)
  7. Key sources of mentions (including relevance, number of posts, and influence)
  8. How top sources may link to each other

It also includes flagging of any unusual spikes as well as anything that requires an appropriate response.

Of course, listening is only step one.  Once you’ve mastered this, then it’s time to engage your agency to help you participate in the conversation by creating a brand presence and content (e.g., fan pages, Wikipedia pages, Twitter feeds, blog posts, YouTube channel, etc.).  But that’s a topic for a different blog!

– Stephen Weinstein – Director of Account Management


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