Google+

10 Steps for Successful Social Media Monitoring

For some years now, we have seen businesses adopting social media and integrating them in their business processes. While some have reluctantly outsourced, some are experimenting with it and making it a part of company culture.

Fundamentally, social media consists of 4 different stages: Listen, Analyze, Act and Optimize. Social media is all about conversations, interactions and value addition, thereby building a strong business and reputation.

At the core of social media strategy lies the Social Media Monitoring process. Without a strong social media monitoring strategy, it’s almost impossible to keep track of all the relevant conversations and engage with them. But how do you create a strong social media monitoring plan? How do you understand what is right and what is not?

Using our professional experience with many brands and agencies we have identified 10 crucial stages of social media monitoring. They are as follows:

  1. Define business goals
  2. Define KPIs for your business problem
  3. Carry out preliminary social media buzz research
  4. Identify where you would want to monitor
  5. Prepare a keyword strategy
  6. Develop an action plan
  7. Setup a team and define roles
  8. Implement the strategy
  9. Review the output of your strategy and iterate accordingly
  10. Scale and Evolve

Let’s take a closer look at it.

Define business goals

It is impossible to ignore the basics of business, or skip it. You have to ask what you want to achieve using social media. As of now, success stories of social media range from customer acquisition to brand building.  There are many areas where social media can be of great help:

  • Creating your marketing plan
  • Gaining industry and competitive intelligence
  • Building reputation and brand
  • Measuring the success of your marketing plan
  • Supporting online customer queries and complaints
  • Identifying and reaching out to influencers in your industry
  • Identifying leads and reaching out to them
  • Finding new hires for your company
  • Feedback from your customers, users and so on.

It is important that the business goals for your organization are laid out properly. It should be understood well before what you want to achieve using social media.

Define KPIs for your business problem

Once the business goals are clear and well communicated, it is time to know how you want to measure it. For instance, if building reputation is your goal than how are you going to measure your success? Or if supporting online queries is your aim than how are you going to measure it?

Hence KPIs are really important to quantify your actions and results. Most businesses are stuck over ROI and how to measure it. But through many case studies and success stories, it is very clear that ROI is not always an important KPI for your business. KPIs need to be measured based on your business goals.

For example, the best way to measure your reputation would be to count how many new influencers have mentioned your business. By monitoring your mentions and keeping track of new people mentioning your brand, you can see the success of your activities and know that things are going well.

For leads, you can come up with KPIs like how many people online have I reached out and how many showed interest on weekly basis. It is important to know what KPIs are relevant and what are not. Intermediate KPIs like these are very important.

Furthermore, never let industry standard KPIs fool you because all KPIs have their limitations. Nobody understands your business like you do, hence, if it is required to sway away from a standard KPI and make your own than it needs to be done.

Carry out preliminary social media buzz research

After laying out the foundation for your social media monitoring strategy, it is now time to do some hands on work.

By implementing Google search, Facebook search or Twitter search, you can see what kind of buzz exists around your industry. How actively are people talking about it? How are your competitors being talked about? All these preliminary exercises will be able to benchmark your expectations around social media.

Identify where you would want to monitor

Preliminary research helps you get a feel of what you are going to put yourself up to. This could also be a stage of revelation which would require you to change your business perspective. Understanding your customer base and their activity is important, it helps you focus your monitoring activities.

Facebook and Twitter is not the whole of social media. Preliminary research is hence necessary to make sure that you discover more about your customer base. There are thousands of groups and active communities outside of Twitter and Facebook which could be of high impact for your business.

Prepare the keyword strategy

Preparing keywords strategy for your social media is very similar to that of keyword strategy for your SEO campaigns. Just like understanding what people are searching about, you need to understand what people are talking about. These two factors can be either different or same depending upon your industry.

The preliminary research can help you identify relevant keywords for your business. It is important to make an intensive list of your keywords and keep iterating it.

Develop action plans

Action plans are crucial for successful execution of the social media monitoring campaign. This would include many to-do items like:

  • Setup relevant social media reporting structure
  • Create standard communication template
  • Create relevant content to share
  • Create better landing pages to redirect people

Everything boils down to what you want to say and how in social media. Both are important aspect of business and reputation building in social media. Action plans for Social Media Monitoring activities need to encompass following questions:

  • What are you going to do with the data collected?
  • How are you going to manage the stored social media data?
  • How do you plan to response to influencers in social media?

Monitoring social media is going to bring huge amount of data, hence data management in itself can be a daunting task. But with a proper action plan, it is possible to take care of it.

Setup a team and define roles

Setting up a social media team is as important as setting up your sales teams or product team. Dedicated social media teams and make-shift social media teams have a huge difference in their performance and results.

Social Media Teams mainly consist of the following basic structure:

Besides any other complicated organization charts, these are the basic need for your social media monitoring project. You need to have a strategist to make plans, identify trends, do back ground research and look after the whole project. Content writers are crucial so that fresh and relevant content are published regularly for your whole social media team. Response team are responsible for communicating and distributing these content in social media and interacting on social media. The roles and responsibilities can overlap.

Implement the strategy

With team and strategies in place, the next phase is the implementation phase. For effective implementation of your social media monitoring strategy, you need to invest in better social media monitoring tool that can help you execute your plan properly.

In addition to this, the team needs to be well-trained to generate as much value as possible from the tool. Most often, we have observed that using social media monitoring tool is a skill set, like with any other tool, which needs to be developed.

There are different types of social media applications and it is really easy to be confused between them. Basically, there are following types of tools in the market:

  • Social Media Management
  • Social Media Monitoring
  • Social Media Analytics (sentiment and demographic analysis)
  • Channel Analytics ( In other words Facebook and Twitter Analytics)
  • Social Media Activation ( social media apps like quiz, survey, contest app etc)
  • Social Media Ad Management
  • Community Management

All the above tools are designed for different purpose and are not same in terms of features and value to your business. For your monitoring purpose, you need to look in the tool which provides social media listening capability, some analytics, management and reporting.

Review the output of your strategy and iterate accordingly

Once planning is done and execution is initiated, it’s time to keep track of your strategy and measure its performance. This is where the KPIs will play a major role. The social media strategist need to keep track of all the relevant KPIs and make changes to the plan accordingly.

Social media changes rapidly over time, hence it’s important to be on your toes. One important mantra in social media is PLAN, EXECUTE and ITERATE. In social media one needs to think like a publishing house: creating and publishing new content and creatives.

A solid reporting framework makes a lot of difference when you are keeping track of your performance. It helps you reduce your effort and increases efficiency. It is important to remember that without proper tracking of your social media activities, all the hard work will be futile.

Scale and Evolve

In the end, when your business is getting somewhere with your strategy, it is time to scale and evolve. Once you are confident about what works and what doesn’t, you can scale the process for more aggressive social media initiatives. This would mean hiring more people, investing more on content generation, innovating your product or service offerings, investing in more sophisticated social media applications etc.

For More Information:

www.simplify360.com

www.befirstinc.com

Entertainment

For movies opening December 2, 2016

  OPENING THIS WEEK Kam's Kapsules Weekly Previews That Make Choosing a Film Fun by Kam Williams For movies opening December 2, 2016     BIG BUDGET FILMS Incarnate (PG-13 for terror, profanity, disturbing images, intense violence, sensuality and mature themes) Horror flick about an unconventional exorcist (Aaron Eckhart) who meets his match while attempting to free the mind of an 11 year-old (David Mazouz) possessed by a … [Read More its Good for You.....]

Books

Volume 2 of Yes Sir, Yes Sir, 3 Bags Full! – You Do NOT Want to Miss This

  Volume 2 of Yes Sir, Yes Sir, 3 Bags Full! – You Do NOT Want to Miss This Book Review by Amy Lignor What began in an unforgettable Volume 1—living Jerry Hall’s story and dealing with the heart-wrenching issues of the Viet Nam* War—continues here. The action of battle, fraught with the unending horrors that the “unwanted veterans” dealt with, grows even more painful. And as war comes closer to an end, what should have been peaceful … [Read More its Good for You...]

Art

The Day After the Day Of

  The Day After the Day Of by Paul Ilechko   The sky sheds its tears. This morning is the morning of the day after. The day of mourning, the day after the day of.  I beseech the sky to shed tears in order to wash away the tears on my face.   This is the first day of the time after. This is the beginning of a new time, the days of pain, the days of sorrow. We are in mourning. The sky looks down and sheds its tears for … [Read More its Good For You...]

Real Estate

New Home Sales Jump in April

  New Home Sales Jump in April By Burt Carey Sales of new homes hit their highest rate since 2008 in April, according to the Commerce Department’s U.S. Census Bureau. April sales increased 16.6 percent over March figures, which correlates to a seasonally adjusted rate of 619,000 home sales projected for the year. The median price of those new homes was $321,000, the highest median price ever recorded. That’s up 9.7 percent … [Read More its Good for You.....]

Lifestyle

Inside WildAid

  Inside WildAid by Amy Lignor   Donations can be made. Time can be volunteered. There are a great number of charities, organizations and hard workers out there who strive with everything they have to save the animals of the world. The National Wildlife Administration, the World Wildlife Federation – these are just two leaders that help keep our beloved species’ on the map. There is also an organization whose sole mission is to end … [Read More its Good for You...]

Outdoors

Skeeter Boats Comes Up with Cure for Cabin Fever

  Skeeter Boats Comes Up with Cure for Cabin Fever By Craig Lamb   If you are overdosing on TV fishing shows, mindlessly flipping through tackle catalogs, or feeling down and don’t know why, then you are not alone. Count yourself among most of the fishermen in the entire country. We have cabin fever. It’s common this time of year when hunting and football overtake wetting a line on the list of weekend priorities. Or, it’s just plain too … [Read More its Good for You...]

Sports

The Best & Worst (So Far) of the 2016 NFL Season

  The Best & Worst (So Far) of the 2016 NFL Season by Amy Lignor     Okay…we’re almost dead center, folks, so it’s time to sum up the best and silliest actions and reactions that the 2016 NFL season has provided fans thus far.   Analysts are always yapping, and most likely nothing they say will actually come true. However, right now almost everyone is agreeing to the fact that Tom Brady has a score to settle. Yes, … [Read More its Good for You...]

Business

Charity Begins at Home

  Charity Begins at Home by Amy Lignor   Turning a blind eye is easy for some; preferred by others. But the fact is that the bad doesn’t become good – in any area – unless eyes are open wide to not only see what’s occurring, but also to gain the knowledge needed to stop the bad from getting even worse. Remarks are made about “other countries” and what they do wrong when it comes to the harming of animals for profit. However, in … [Read More its Good for You...]

Travel

Exploring the Holidays Around the Globe

  Exploring the Holidays Around the Globe by Amy Lignor   Thanksgiving has been had. Games have been watched and the golden turkey has caused a great many belts to be loosened. So…here it comes!   From hanging the stockings on the chimney with care to the red-nosed reindeer who had to be there; from Santa heading down that chimney just right to lovely sleigh bells ringing softly in the night, the holiday season is a truly … [Read More its Good for You...]

Green Living

Forecasting Climate Change

  Forecasting Climate Change by Amy Lignor As with anything in this world, it depends on whose opinion or observations you trust as to just how bad climate change is becoming. As 2016 begins to wrap up, climate scientists, atmospheric physicists, chemists, oceanographers – you name it – no one can come up with any other explanation for climate change and the warming of our planet other than human activity. How fast is it happening? … [Read More its Good for You...]