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

REQUEST INFORMATION

Entertainment

For movies opening August 18, 2017

  OPENING THIS WEEK Kam's Kapsules Weekly Previews That Make Choosing a Film Fun by Kam Williams For movies opening August 18, 2017 BIG BUDGET FILMS The Hitman's Bodyguard (R for graphic violence and pervasive profanity) Unlikely-buddies comedy about an ace bodyguard (Ryan Reynolds) who grudgingly helps a notorious assassin (Samuel L. Jackson) negotiate a dangerous gauntlet en route to the Hague where he's set to testify in 24 … [Read More its Good for You.....]

Lifestyle

Nazis Coming to Your Town? Who You Gonna Call? The Klanbuster!

  Daryle Lamont Jenkins The “Charlottesville” Interview with Kam Williams Nazis Coming to Your Town? Who You Gonna Call? The Klanbuster! Since 1988, activist/journalist Daryle Lamont Jenkins, aka "The Klanbuster," has dedicated his life to monitoring the movements of the Ku Klux Klan and other white supremacist groups. In 2000, he co-founded One People's Project [https://www.onepeoplesproject.com/], a watchdog organization which … [Read More its Good for You...]

Outdoors

How Bassmaster Pro Edwin Evers Adjusts the Auto Settings on His Sonar

  How Bassmaster Pro Edwin Evers Adjusts the Auto Settings on His Sonar  by Edwin Evers When it comes to electronics, a question I get asked a lot is, “How do you customize your fish finder settings at the beginning of a day on the water?” The short answer is, “I don’t.”   You might think that a guy who makes his living with a rod and reel and who’s always looking for ways to tweak a lure or find a stronger knot would spend a … [Read More its Good for You...]

Sports

College Football Arriving Soon!

  College Football Arriving Soon! by Amy Lignor   Ask any college football fan and they will tell you that it seems like an eternity waiting for the season to begin. But, have no fear, the kick-off to the college season is almost here, with Colorado State and Oregon State hitting the field on Saturday, August 26th at 2:30 p.m. ET. On the same day, fans of Oregon State and Colorado State will see an active match-up, and Portland … [Read More its Good for You...]

Travel

Going Back in Time on the Ultimate Steamboat Vacation

  Going Back in Time on the Ultimate Steamboat Vacation by Amy Lignor   Many people love taking a cruise. But it is the river cruise on that glorious steamboat that not only offers all the benefits a big ocean liner offers, but also creates a more personalized, intimate vacation experience. It is a unique recipe: being able to witness stunning landscapes, mixed with amazing history, while dining on acclaimed regional cuisine and … [Read More its Good for You...]

Real Estate

Real Estate: Refinancing Rates on the Rise in 2017

  Real Estate: Refinancing Rates on the Rise in 2017 by Amy Lignor   The term ‘meteoric rise’ usually applies to something fun. Think: A Hollywood actor who has been ‘discovered.’) Unfortunately, when it comes to this article, ‘meteoric rise’ is something that will not bring a smile to one’s face. To put it simply, if you wish to refinance your home, you need to do it ASAP. If choosing to wait too much longer, homeowners across the … [Read More its Good for You.....]

Business

Umbrella Insurance: The Safety Net You Need

  Umbrella Insurance: The Safety Net You Need by Amy Lignor   The realm of insurance is just about the most difficult maze to get through. Each and every day it seems the financial and insurance industries are changing. What is not changing, however, is the fact that lawsuits fill up the courts more and more – lawsuits that award cash to third parties even if you don’t happen to have that cash saved. More and more, the words “umbrella … [Read More its Good for You...]

Green Living

Creating the Perfect Vegetable Garden

  Creating the Perfect Vegetable Garden by Amy Lignor   Many are still dealing with that wintery mix Mother Nature just loves to toss down from the sky this time of year. Yet, that gardener living inside the soul – the one just dreaming of the sunny skies and lazy rainy days that are must-haves in order to grow the best vegetables possible – is already jotting down the facts, tricks and tips they need to know in order to make that … [Read More its Good for You...]

Books

Book of Black Heroes

  Book of Black Heroes Political Leaders Past and Present by Gil L. Robertson, IV Foreword by Myrlie Evers-Williams Just Us Books Paperback, $12.95 80 pages ISBN: 978-1-933491-21-9 Book Review by Kam Williams “The first African-American political leaders began to serve following the Civil War...Known as Reconstruction, this period represented a window of opportunity for African-Americans... Many [Black] political leaders emerged … [Read More its Good for You...]