The process of tracking relevantsocial media conversations about your brand, industry, product category, and so on is known as social media monitoring or social listening. It is the process of “looking for” social content that mentions your brand or product. There is a lot of content published on social media, and you must respond quickly if a piece of content mentions you or your brand. If you don’t actively control the narrative in this dynamic space, your brand image can be ruined in seconds.
Brand Mentions: This is the primary objective of social media monitoring. You must keep track of any posts that mention your company. The most effective method is to track mentions with and without links. Don’t restrict your search to exact matches. Allow common misspellings as well as product names. To broaden the scope of your search, look for results in all languages. This allows you to engage your international customers in one-on-one conversations.
A high volume of brand mentions does not always imply that your brand is making a splash. It could be the result of a successful outreach campaign, or it could indicate the onset of a crisis. As a result, in order to get a more complete picture of your brand, you must track other parameters in addition to brand mentions.
Brand Adjacent terms: To reach customers who have a purchase intent but are not typing your exact brand name, you must track brand-adjacent terms. These terms correspond to the keywords associated with your brand or product. Influencer Marketing Hub, for example, can monitor for the keywords “influencer platform” or “influencer marketing.” McDonald’s can search social media for terms like “burger,” “where can I eat a burger,” and “burger joints.” A great method for locating non-branded keywords in your domain is to use Google Webmaster Tools or Google Analytics.
Pro Tip: Once you’ve identified people who are using these terms, use appealing content and offers to micro-target them. Because they haven’t explicitly mentioned your brand, it’s best to begin tactfully and gauge their intent. If you bombard them with pushy content, you may ruin your chances of winning them over.
Customer Questions: Customers today are extremely demanding. They expect brands to be available 24 hours a day, seven days a week to answer their questions. If their questions are not answered, they frequently switch their loyalty to competing brands. Being unavailable in such a competitive ecosystem is simply not an option for brands. If you don’t meet their needs quickly, 50% of unhappy customers will abandon your brand. You will never understand why they left if you do not use social listening. That is why you must configure a unified inbox in the social media monitoring platforms you use. All messages left by existing customers on any of your channels will be delivered to your inbox, where you can respond quickly.
Competitors: Your social media monitoring strategy should also include competitor analysis. You should investigate your competitors’ brand mentions as thoroughly as you do your own. When you set up keyword alerts, your competitors may appear in the search results. Look for unique marketing strategies, product ideas, and customer feedback. This business intelligence can be used to improve your products and strategies. You can replicate their successful marketing strategies while avoiding their tactical blunders. Negative sentiment toward your competitor could mean more business for you. You may be able to gain new customers if you reach out to your competitor’s dissatisfied customers with competitive prices and better deals. However, use a gentle pitch, preferably through brand advocates.
Understanding Customers: Ben and Jerry’s is a well-known ice cream brand in the United States. The brand closely monitors its social media analytics. They noticed an increase in sales during the rainy season. Their experts discovered that their brand mentions increase during this season by using social listening. They learned a lot about their target audience after doing some research. While it’s raining, ice cream lovers like to stay inside, watch Netflix, and eat their favorite ice cream.
Leverage Uncanny Trends: An example is the best way to explain this strategy. TOMS Shoes discovered a fantastic nugget of information through social listening, which assisted them in developing a trend-setting new line of footwear. They discovered that their young customers enjoyed the cartoon My Little Pony. They acted quickly, inking a deal with Hasbro Inc. to create an exclusive line of My Little Pony-inspired shoes.
Social media monitoringcan help you focus your social media outreach. You can plan your content rather than relying on trial and error. Some of its advantages include customer satisfaction, brand awareness, and reputation management. The tactics and strategies discussed in this post will put you ahead of the game. Check out the Instagram clone script, social media plus, to start your own social media platform. For more information and a live demo, please contact BSEtec.