July 29, 2010
/ by Cision Staff
Earlier this week I presented Monitoring Social Media, a free Cision webinar, with Senior Vice President of Product Marketing, Vanessa Bugasch. The webinar discussed reasons why it’s important to monitor social media and included a demonstration of how to effectively monitor when something is said about you, understand its impact, and be able to act quickly. We received a lot of great questions, some of which we didn’t get a chance to answer during the presentation. We’ve tackled a couple of them here instead. And unfortunately for Vanessa, there won’t be any talk of The Girl with the Dragon Tattoo in this post.
Emily: What about people who are “one man social media monitors” for their company? Should we be logging on over the weekend to check our social media sites? I would find it hard to just go and check quickly, I’d probably end up doing more work, which would be bad!
Andrea: Everyone is working under a time crunch these days, which unfortunately means work sometimes drifts into the weekends. Being the one man social media monitor for a company is somewhat like being a doctor on call. You don’t need to be tied to your desk but you should be tuned in to conversations happening around your brand. As noted in the webinar, you don’t necessarily need to respond to every mention but you do need to listen. If a crisis is happening, it’s best to deal with it right away, even if it’s on a Saturday!
Dusty: I am not up to speed on social media basics. Any suggestions? Andrea: Social media can be intimidating and dipping your toe into this vast pool can be scary. Keep in mind that being a successful player in social media takes skill and practice. Being comfortable in the public eye is fundamental. To get started, I would suggest joining Facebook groups or forums discussing your brand and industry. Likewise, setting up a Twitter account and listening to conversations is a good way to feel comfortable and get a sense of the tone and interest surrounding a particular brand or topic. Think about a strategy beforehand and approach participating in social media as an investment. As Emily’s question alludes to above, social media doesn’t take the weekends off. If you’re interested, we provide a few recorded social media webinars available for download that can get you started in social media as well.
Lauren: How do you monitor Facebook pages that are using your brand, and have negative posts about your products?
Andrea: Monitoring Facebook for negative posts is as simple as doing a Google search or searching within Facebook for any mentions. The tricky part is formulating a response once you see negative conversation. Addressing negativity in any social media forum, whether it’s Facebook or not, is a good way to establish that you’re listening to complaints and addressing them promptly. Remember, don’t feel pressure to solve all problems publicly on social media. It’s always appropriate to address the issue offline via phone or e-mail to not only assure any dissenter that you’re listening, but that you’re also taking the time to respond personally.
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