Social Media Monitoring
Your customers are talking about you online…are you listening?
Do you know what’s being said about your brand or product in conversations on social media sites?- Do customers or potential customers like you or are they complaining about quality, customer service, prices, etc.?
- How can you measure and analyze your Social Media program without monitoring? (Answer: You can’t.)
Social Media Monitoring is critical in a world of content creators (123 million consumers of user-generated content consumers in the U.S. alone!). Fortunately, the market is full (approaching crowded) of companies that provide monitoring tools and services. Some examples: Radian6, Techridgy, Buzz Logic, Meltwater, Cymfony, Trackur. You can even use free tools such as Google Alerts and Technorati. (Be warned: Free tools become unweildy quickly if you have a significant Social Media presence and need to measure need to measure in a comprehensive way).
What’s important:
1.) Choosing the right tool or mix of tools for your program.
2.) Integrating the data from monitoring tools with other data sources to get actionable insights.
3.) Understanding that monitoring does not equal measurement. Monitoring is only one piece of the measurement mix.
The Social Media team at Serengeti is technology agnostic when it comes to monitoring tools and systems. We use our own homegrown system for strategy work, but prefer several of the tools listed above for ongoing monitoring. Our clients use what makes sense for them based on what they need to measure, which Social Media tactics they are using, the data that must be integrated with monitoring for the overall measurement program, and the dashboards we’ve created for them to bring the most important data points together from each data source. The lesson here is that one size does not fit all!
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