Imagine you’ve been experiencing a lot of negative comments posted about your organization on social media. The tools can help you find those conversations and identify what people are saying so that your team can respond accordingly to the feedback. In this blog post, we’ll discuss how social media monitoring creates monitoring campaigns, the components which need to be considered, and how to track conversation after the steps have been undertaken.
Companies using social media monitoring to create marketing campaigns
There are companies that offer social media monitoring services. These companies may offer social media analytics and tracking tools or simply use manual methods to track conversations about their brand on various networks such as Twitter, Facebook, and Blogs.
These are the three most popular tools:
- Brandwatch: This tool is focused on monitoring blogs and news sites, while leaving Twitter and Facebook to other third-party providers.
- TwitterCounter: This tool is one of the industry leaders, offering both free and paid subscriptions. The free services include the ability to monitor public tweets and retweets but are restricted to 200 tweets per day. The paid service allows access to all of Twitter’s data and can monitor up to 500 posts per day.
- Buzzsumo: This tool focuses on tracking conversations about a brand across social networks, with special emphasis on Facebook and Blogs.
Companies use these monitoring to create campaigns through social media.
Components to Consider when using social media monitoring tools
Most tools use the same processes to track conversations. However, slight variations may impact how a company sets up their plans. The components of monitoring that companies should consider include:
- What conversation to monitor: While most tools search and monitor Twitter, Facebook and Blogs account on behalf of the brand, some also offer functionality to track conversations within your own network if that is specific to your business.
- The target audience: Companies with a global audience can use the tools to track conversations about their brand in any language. Other companies may choose to track conversations by language, zip code, or other demographics.
- The network: Companies will want to select the networks they want to monitor. A strategy will be created that fits the brand’s needs best.
- The type of conversation: some tools allow you to search for specific keywords, while others allow you to follow hashtags and mentions of your company’s handle.
- Tweets: the ability to search for tweets and retweeted posts from specific users.
- Once a brand has selected the components to consider, they can begin tracking conversations about their organization.
Conversation Tracking
The conversation tracking is about monitoring the conversation about your brand. Companies may create a social media monitoring plan that uses specific tools and/or allows manual searches through various networks such as Twitter, Facebook, Google Plus, and many others. The main purpose of the conversation tracking is to find the conversations about the company from its customers, partners, or other stakeholders and contacts.
The conversation tracking can help you:
- Get aware of the conversations that are taking place on social networks.
- Understand what people are saying about your brand and its products.
- Depending on what these conversations are focused on, it can help you to get an idea of what is working best for your organization and where there is a need for improvement.
The tool is a powerful tool that can help you get quick, actionable data about how your audience engages with your brand in comments, debates, conversations, and other activities on social media, blogs, and forums. Social media monitoring tools allow you to have access to the conversations about your company – the people who are using it and what they are saying about it.
