Social media monitoring is often forgotten by business owners, especially those who have just started their business. They think that social media management is limited to the content creation process. This step is also important to know the progress of business promotions that have been carried out. Business owners or social media admins should not miss this because it will greatly affect the brand awareness that has been built.
Brands that use social media as promotion sites or brand awareness are increasingly mushrooming. Whatever social media they use, from Instagram, Facebook to Twitter, all of them have become sales stalls to promote their business. This transition began since the Covid-19 pandemic in March 2020 where almost all business sectors had to shift their activities online.
The creativity of business owners and social media admins when it comes to promoting a business varies widely. This can be seen from the content they create. They often make soft selling in the form of education and then direct it to the products being sold. In this case, the hard selling technique has been abandoned because people prefer content that does not directly lead to selling products.
Among all the complex social media management, there is one process that must be considered, namely social media monitoring. For those who are familiar with working in social media, of course, they are familiar with this term.
Contents
What is Social Media Monitoring?
Social media monitoring is an analysis of several messages or uploads on social media about a brand, individual, or product, even a special hashtag created to promote a business. The term monitors or monitors every response, comment, message, even audience review that discusses the brand or product you own.
Although the term is related to social media, the monitoring process is not limited to these platforms. Social media monitoring also monitors messages on blogs, e-commerce, news sites, and so on, which are still within the scope of cyberspace.
Website reviews of products or services can also be monitored so this monitoring process can be used by offline business people who do not market their business digitally. Messages or conversations that mention brands can be checked easily by mentioning social media accounts. But the monitoring process is not limited there. They also look for messages that mention brands or products without tagging the brand being sold or product reviews on YouTube. That’s all included in social media monitoring.
This process can also detect unpopular comments or messages so you can find out more specific customer needs. Uploads about negative brands can be tracked even if they haven’t gone viral, so you can solve the problem first.
Benefits of Social Media Monitoring
| No | Benefits of Social Media Monitoring |
| 1 | Knowing the target business market |
| 2 | Simplify the work of public relations |
| 3 | Collecting data more easily |
| 4 | Get to know the latest trends on social media |
| 5 | Help see people’s responses |
| 6 | As a means of controlling brand reputation |
| 7 | Finding influencers as consumers |
| 8 | Become a means of improving customer service |
How Social Media Monitoring Tools Work
Even if it is done automatically by the tools used, there is no harm in knowing how this method works. This social media monitoring tool has a similar way of working with search engines like Yahoo, Bing, Google, and the like.
The tools used for this process certainly do not violate applicable rules. Because it is automatic, this tool will work according to the algorithm and index the brands that have been installed. After the brand is indexed, then it is analyzed based on queries or entries that go all over the internet.
There are three processes that social media monitoring tools go through, including:
1. Set Up
This is the first step in the monitoring process, namely making preparations for the brand or product keywords that you own. This keyword can also be in the form of a social media account name that may be different from your business name so that it can be tracked throughout the website.
2. Collecting
This is where the tool starts to work by collecting all the keyword entries in the dashboard report. From the dashboard, we can clean, group, mark, and even delete the entries that have been collected.
This tool can also collect and send mentions or entries directly to the inbox in real-time, daily, or weekly. This method is more effective because this automation can save you time.
3. Analyze
This data analysis can vary from one tool to another. What should be underlined is that there are tools that analyze metric engagements and reach. Some focus on the impact of these mentions or entries. Of course, some processes are more complicated than just the three processes above which are the basis.
What must be done is very simple, namely preparing keywords in the form of brands, products, or a combination of the two. For the rest, the tool will collect data in the form of comments or mentions about these keywords from all websites and provide the metrics
Social Media Monitoring Tools That Can Be Used
Now is the time to choose a social media monitoring tool that suits our business. There are several tools to choose from in this process, including:
1. Hootsuite
Hootsuite is the king of social media tools that can monitor all social platforms. Its use is quite easy. Hootsuite can even perform keyword searches with customized settings. The customization search can display accurate results as well as according to needs. We can even get important and relevant topics, trends, and social media profiles according to specific keywords, hashtags, locations, and users.
There is also Hootsuite Insight which is more useful as a social media listening tool but can provide results in the form of conversations or chats conducted online related to products in real-time. You can search for any topic and keyword, then filter by time, location, demographics, according to the desired target. With Hootsuite Insight, you can also find out what brand leaders or advocates think about our business so that it is useful for future developments.
2. Talkwalker
This tool can monitor all social media platforms and even websites. More extensive than Hootsuite which only specializes in social media. Talkwalker provides 50 filters to monitor conversations.
The information generated is sourced from 150 million data, including data on blogs, forums, videos, news sites, review sites, and social media itself. Not only that, but you can also analyze reach, engagement, comments, and brand sentiment.
3. Nexalogy
Nexalogy monitors every website and social media platform. Its advantages lie in the visualization of the data presented, interactive timeline, geolocation, and cluster maps that show topics relevant to our brand. Nexalogy can also provide results in the form of popular keywords and social media accounts or forums that are active in providing comments about our brand. We can use this advantage to build a loyal relationship with them.
4. Mentionlytics
Business owners who export their products or brands to several countries will benefit from this tool. Mentionlytics can monitor keywords, brand mentions, and sentiment in several languages. Whatever platform you want to monitor, everything can be monitored with Mentionlytics.
5. Tweepsmap
This tool specifically monitors brand mentions on Twitter. If business owners also want to do marketing on social media with the bluebird logo, they can also use Twepsmap as their social media analytics. In addition, you can also see which locations are talking about hashtags or topics related to the brand.
6. Reputology
Reputology focuses on review sites and platforms on the internet such as Google Maps, Facebook reviews, and so on. This tool is certainly very useful for business owners because it can spot bad reviews and fix them right away.
This tool can also track comments or reviews at various locations of these business branches and can respond to user reviews with available short links. Offline business owners who don’t use digital marketing can even do social media monitoring with this tool.
FAQ
What are the benefits of social media listening in marketing?
-Doing social media listening will allow you to know what is happening and being done by competitors. We can find various other information about competitors with this activity. The information obtained will be useful in determining the next marketing strategy.
How to improve social media monitoring?
-You need to track posts that mention your brand name without even using the @ or # sign. The best way to do this is to track mentions with and without links. Don’t limit searches to just names. Look for a brand name that is likely to be typed in a typo.