Brand monitoring, fundamental part of the social network plan that must be carried out before, during and after the actions to be taken. Of course, as long as there is a clear reason for it, as well as good action goals.
Said the monitoring in another way, “online listening” is the continuous and immediate process of listening to conversations in order to learn, participate, help, anticipate, anticipate and / or collaborate. You can do it with any brand or person, whether clients, prospects, competition, leaders, partners or others.
In a generalized way, monitoring is done with the help of keywords that are important for your business, whether they include the name of the brand, the product, etc. Take into account that the words chosen are the ones that the program will use to do the “listening” work in the different social networks that you assign, will gather the information and will send it to you.
Remember, before starting to monitor it is very important to define the following issues: What are you looking for?, For what you are looking for? Y What will you do with it?.Once defined, keep in mind that the important thing for your brand is to be clear about what you want to hear and the purpose with which you do it. Some of the benefits of doing this are in:
- Avoid crisis
- Improve your customer service
- Detect influencers
- Create relationships with the ideal target
- Anticipate the competition
- Take advantage of business opportunities
- Increase your reputation or positioning
And now, how would this apply in real life?
Very simple, when a Community Manager analyzes what your community expresses in the different channels of Social Media to know their disagreements, wishes and needs. This information obtained during the monitoring, it must be used by the company to adjust its value offer in such a way that it better meets the needs and wishes of your current and potential customers, what will allow to build long-term relationships.
It is important to emphasize that this process must become a constant and permanent activity of the Community Manager to be effective. Avoiding completely, that social networks are only used to amplify the information of the company (communication in one direction company -> client). The above prevents listening to the client and causes the company to miss out on enormous benefits. And of course, another common mistake that must be corrected immediately, is when they only listen to what is good for them to listen, that is, when they speak well of your brand or company. This attitude can cause important online reputation problems.
As for the tools to monitor, we could mention the following: Hootsuite.com, SocialMetion.com, Addictomatic.com, Google Alerts, whostalkin.com. And by the time you have to manage an important company with many mentions, it is advisable to use tools such as Radian6 and Sysomos.