Why brands should pay even more attention to Social Media Intelligence

Social media listening platforms are becoming more and more complex, going beyond likes, shares and participation numbers to help businesses evaluate brand health along with other key performance indicators.

It is no longer enough to react only on @mentions of your brand online. If that is all you are keeping tabs on, you are more than likely missing out on a variety of messages which just mention your brand by a version of your name or a shout out of your product. At the top of this, it definitely gets time intensive to change between so many separate programs to make sure you are on top of everything.

If you discover yourself spending more time switching between social media channels and conducting manual searches for mentions compared to interacting with brand mentions, then you are in need of a social listening strategy.

A successful social media monitoring strategy will assist you streamline all your brand mentions and search parameters in one location so you focus your time on responding to significant messages and creating a plan from your own insights. Your monitoring strategy should begin with list whatever you wish to keep track of and you will be reacting to these messages. Social media listening is an integral part of any social media client support plan.

Social Media Listening leads to:

  • Faster response time
  • PR disaster prevention
  • Identification of brand advocates
  • Competitor Analysis

How can social media monitoring benefit you?

Responding to clients has been proven to lead to stronger brand loyalty among customers. The most immediate advantage of social media listening is that it can make your clients feel heard and encouraged. According to a 2019 Index Report:

  • 59% of consumers reach out to brands on social because they had a great experience
  • 47% of consumers reach out to brands on social because they have a product or service question
  • 40% of consumers reach out to brands on social because they had a bad experience

Social media listening helps you sort throughout the noise and lets only the essential messages pass. Rather than scrolling through your Twitter timeline in the hope of finding a mention of your brand, or replicating time intensive manual searches that might overlook variants of brand terms, utilise a monitoring approach to alert you whenever your brand is talked about.

For scenarios like key influencers complaining online about your company, a faster response may head off a PR nightmare. Additionally, it helps you keep track of brand advocates who you will want to interact with.

Social Media Listening isn’t only limited to your brand, though. You can use monitoring as part of a competitor analysis as well. See what people are saying about your competitors and what their top praises and complaints are. When it calls for it, you can step into the conversation and offer your products as an alternative to what they’re using. Keeping a tab on the competitor’s online performance can give you key insights on the type of campaigns to invest in.

Social media monitoring involves the tracking of online brand mentions and the subsequent responding of them. Monitoring keeps your brand on top of messages before they might become viral for the wrong reasons. They also help you maintain a positive brand image among consumers and identify potential influencers.

(Dr Ranjit Nair (PhD AI) is CEO and Founder of Germin8 Solutions)


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