Guest post by: Billy from Techgiig
Social media monitoring should be the basis of every marketing strategy on the Web. Yet, many companies are forgoing the valuable information that can be leveraged by analyzing user-generated content on social media. This not only allows you to find out in detail what your target audience likes and what their preferences are but also helps you gather information on influencers.
Social networks are a real wealth of information for web agencies when it comes to learning more about your target audience and possible prospects. Thanks to social media monitoring, this information can be combed through and analyzed.
This analysis is possible using “keyword sets” (ie groups of keywords), which have been used in countless sources such as blogs, forums, social networks, or even price comparison sites through the examination of user-generated content (user-generated content).
Commercial content is not taken into account although some analysis tools allow it in their advanced options.
Every business should integrate social media monitoring into its marketing strategy. Even companies that are particularly inactive on social networks have everything to gain in analyzing the content posted by users.
1. Identify their target groups:
Within a company, it is difficult to adopt a suitable marketing strategy on social networks without having a solid knowledge of what drives its target groups.
It is possible to know on which channel and in which context users are talking about your products or your brand using a social media monitoring software. Hence, you can get important information about your target audience.
By monitoring certain keywords (names of products, brands, companies, etc.), it is possible to find out what interests your prospects, what subjects are on the agenda, and what captures their attention.
This continuous monitoring of the most popular publications and those that are less popular will permit you to optimize your content strategy progressively.
2. Keep an eye on their competition
Just as important is what customers think about your business and your direct competitors. Social media monitoring provides insight into the reasons that push your prospects towards your competitors. It is very beneficial to know their product lines, strengths, and weaknesses.
In addition, it allows you to get a good idea of the prices charged in the market.
3. Anticipate critical periods
In the age of social media, one of the biggest apprehensions of marketers is to see a storm of criticism arise on the company’s page or profile which then becomes a catalyst for negative reviews and comments.
Social media monitoring makes it possible to a certain extent to anticipate this type of event. The multiplication of negative comments is quickly visible and you can intervene in time before your image is too tarnished.
4. Real-time assistance
Social media marketing is a big challenge for corporate community management. As an end customer, it has become easy to get in touch with businesses via social media and make a complaint to Customer Service, issue reviews, or leave comments. Unfortunately, customers also tend to post questions or issue complaints outside of your company’s direct channels.
Social media monitoring tools make it possible to detect this kind of content and respond to it on time, which improves customer satisfaction and helps maintain the positive image of the company.
5. Manage your reputation
Whether it is reviews, recommendations, or discussions, Internet users have access to all types of content on the Web. Thus the comments on these platforms are an important source of information for the companies.
These digital exchanges not only reflect opinions about particular products or services but will also give you an idea of how your brand is perceived by the public.
As a marketing manager, social media monitoring allows using keywords to check whether these exchanges tend to be positive, neutral, or rather negative.
6. Identify trends and surf them
It is also important to identify the needs and expectations of your potential customers. This is above all an advantage in the fields of product management and innovation.
Since Internet users also tend to provide concrete leads and interesting improvement ideas for companies, using a Social Media Monitoring tool could help you identify the trends and consequently also help you in making the right business decisions.
Social media monitoring tools
To be able to effectively monitor social networks as a marketing manager, it is necessary to use a social media monitoring software that is available both in free and in paid access. This software will enable you to automate certain processes as well as to help you keep certain important dates and figures in memory.
We’ll present three particularly popular social media monitoring tools:
Brandwatch allows you to monitor social networks with a focus on marketing, competitive analysis, and reputation management. The tool is also useful for market research and serves to identify the most influential internet users. The price of subscription packs varies depending on technical support and the volume of data managed.
Hootsuite is an all-in-one tool that includes many features, especially for monitoring specific target groups. For beginners, the free basic version is quite suitable while the professional version is available for a few euros per month.
Talkwalker is a social media monitoring tool that first and foremost helps you keep a good overview of all the discussions that concern your business on social networks. The in-depth analysis of these mentions allows companies to gain influence and reach. Talkwalker offers a free trial version.
Social media monitoring is essential on the Web for those who want to plan and manage their communication on social networks.
Marketing managers can, through in-depth analysis, learn about current topics relating to their businesses. The exchanges of opinions, discussions, and trends can thus be followed in real-time.
It is only by keeping an eye on these exchanges on the Web that we can discover who the influencers are. Social media monitoring also makes it possible to identify criticisms in time and thus react at the right time.