In order to listen to what your audience is saying, you first need to attend places where they gather. Nowadays, that would be the world of social media. Now, checking this manually would be literally impossible yet such a thing isn’t even necessary, seeing as how you have the access to all the latest social media monitoring tools available. On the other hand, tools on their own are not enough since you also need the knowledge of how to use them properly. With that in mind and without further ado, here are several tips on how to use social media monitoring like a pro.
Checking for misspells
The first thing you need to keep in mind as a small business is that you’re obscure to Google and social networks, as well as your audience, which means that you can’t rely on the autocorrect option to bail you out. For this reason, you alone need to be aware of the most common misspells and keep track of them, as well. Keep in mind that misspells don’t just come from people’s inability to remember your brand name or slogan properly, it might also happen due to a typo, which is why the key proximity on the keyboard is also a factor to keep your mind on.
People in your employ
Another thing worth remembering is the fact that people won’t only look up your brand as a whole but also certain people in your employ. A person writing popular blog posts attracts a lot of attention, which might single them out as the target of your audience’s search efforts. The same goes for experts, leaders or even public speakers. Seeing as how tracking everyone in your employ (depending on the size of your staff) might be impractical, you should start spotting these persons of interest.
Tracking separate campaigns
It isn’t that uncommon even for a smaller business to run more than one marketing campaign, especially if managing several projects at the same time or launching products belonging to completely dissimilar industries. With the help of an adequate media monitoring platform, you can track these campaigns individually in order to detect any potential problem early on. It’s also useful knowing if the problem is due to an oversight on a single project or if your marketing team is repeating the same mistake over and over again.
Looking for slogans or catchphrases
Aside from campaigns, experts and company name (domain name included), you also need to look for slogans and catchphrases used by your company in order to discover what kind of response you’re getting from your audience. Here, once again, you need to look out for mistakes, seeing as how people have a tendency to misremember slogans, logos, often attributing this to the so-called Mandela effect. Either way, if this becomes a recurring problem, you might want to think about altering your slogans to something with less potential for confusion.
Act on both positive and negative mentions
Most importantly, you need to find a way to respond to both positive and negative brand mentions in the most adequate ways. Loyal brand ambassadors need to be rewarded; however, giving out a material prize to anyone who praises your brand is both excessive and bad for business. Sometimes, a follow or a like from their favorite brand may be all the positive emotional endorsement they need, while, at times, a discount is in order. As for the negative brand mentions, you need to keep in mind that arguing with dissatisfied customers (even particularly hostile ones) is a bad business practice that makes you look petty both as an entrepreneur and as a brand.
At the end of the day, you need to understand that social monitoring is just the first step on your way towards understanding your customers better. In fact, there are those who claim that it’s nothing more than a segment of social listening, which represents the way in which you adapt to the raw data gathered through social media monitoring.