July 25, 2016
/ by Katie Gaab
Right now, someone is voicing their opinion, love or distrust on social media. Do you take the time to listen?
Only 37 percent of communication professionals rely on social listening tools, which means two-thirds of brands share an avoidable shortcoming: missed opportunities.
Monitoring brand mentions can help improve relationships with prospects and current clients, but that’s not all it can do. Here are three other ways your brand can benefit from implementing real-time monitoring:
How many hours do you currently spend combing through social media notifications and news feeds trying to stay up-to-date on conversations and hot topics? Without media monitoring software, this task can seem tedious and extremely overwhelming.
When monitoring strategies and searches are determined in advance, that precious time can be used for other important tasks. Brands that rely on social listening can stay ahead of competitors, audiences and their industry because they already have the insights to lead conversations.
Enlist the help of subject matter experts or third-party analysts, and start monitoring what a conversation or event might be about before it even starts. This will free up time that might have been previously spent scrambling to backtrack and analyze a past event and its resulting buzz.
It’s certainly important to know who is directly talking about your brand, but it’s just as, if not more, important to understand the factors that motivate these conversations.
Only 9 percent of tweets about a company incorporate their Twitter handle, which means a majority of conversations discuss your products or industry much more broadly. And as more and more people turn to social media to communicate, real-time monitoring will become essential to getting that bird’s eye view of the entire discussion.
By monitoring keywords, phrases and topics related to a single headline or hashtag, brands can discover potential partners, industry conversations and audiences worth investing in for future business results.
All events have start and end times, but social media can cause ripples of buzz that prolong this duration of time. In fact, these conversations can resonate with and impact audiences at least two to three times longer than the actual event or campaign.
When brands prepare in advance and monitor on a broader scale, they can not only discover opportunities but also use the resulting insights to lead the conversation. And we all know what happens when a brand leverages the right message at the right time on the right platform – they stand out from those stuck in the dark.
Images via Pixabay: 1, 2
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