August 6th, 2013

The Whys, Whats and Hows of Social Media Monitoring

social media monitoring

There’s no point spending valuable marketing time on social media if you don’t have the monitoring in place to track specific metrics and results of your campaigns. After all, don’t you want to know how social media is improving your business? I know our clients do! Setting up even the simplest social monitoring allows you to see how social media works within your company’s digital marketing strategy and how you can tailor and streamline your approach to make it even more effective. There’s more to social media monitoring than we can fit in a bitesize blog post but for now here are a few answers about why you should implement a monitoring system, what you should be monitoring, and how to go about it:

Why Monitor Your Company’s Social Media Marketing?

By looking at your social media audience and their interaction with your brand, you can:

  • Identify what separates an active audience from a passive one
  • Gauge the sentiment towards your business
  • Respond quickly to customer enquiries and complaints
  • Measure the reach and impact of your company’s social activity
  • Keep on top of trends and patterns
  • Increase brand awareness and boost online visibility
  • Find out how to acquire new customers, retain existing customers and convert the ambivalent
  • Track social referrals to your site
  • Compare competitor activity
  • Work out how social can complement your overall digital marketing, including SEO and PPC 

What Should I be Monitoring within Social Media?

  • Popular subjects and trends
  • Posts that create interactions and conversions
  • Which social channels are the most active for your audience
  • When beneficial social interactions take place
  • Whether the sentiment towards your brand is positive or negative
  • Who the key influencers are within your demographic
  • What impact social interaction has on your website traffic and sales

How do I Implement Social Media Monitoring into my Marketing Strategy?

  • By identify key performance indicators and goals for each campaign
  • By setting up tracking for individual metrics relating to these goals and KPIs
  • By targeting relevant and influential social users
  • By creating engaging and sharable content
  • By using a variety of formats (including multimedia, questions and promotions) to encourage activity and social sharing
  • By adapting and adjusting campaigns according to performance
  • By incorporating plug ins, third part apps and built-in analytics tools to build a comprehensive picture of your social marketing performance
  • By analysing your data to discover the most efficient way of reaching and engaging your audience

If you’re unsure how to go about any of the points in this post, feel free to get in touch with us at Ikroh.com for help with your social media marketing strategy, or make use of the many free and affordable social monitoring tools and systems available. One of the most important aspects of social media monitoring, in our opinion, is to get your analytics and metric tracking set up before you embark on a major campaign so you are able to track every element from start to finish. Whoever says “you can’t quantify social media” is really saying, “I don’t know how to monitor my social media activity” so don’t be afraid of getting your hands dirty, delving into the world of metrics and analytics and learning a little bit more about monitoring your social media marketing…

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.

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