Do’s and Don’ts of Social Media Monitoring
In many agencies, social media monitoring is already an important factor to Brand Managers, Marketing Managers and Press Officers in making strategic choices. Data-driven strategies are the future and more and more brands are adopting the approach. Yet there are still many questions about social media monitoring. What can you do with it? How do you start and what exactly do you have to do to get the right data?
To help you get started, we’ve listed the most important do’s and don’ts!
DO: Assign the monitoring responsibility to a person within your company.
Social media platforms are a constant online presence where messages spread slowly. Even the most insignificant message can impact your brand reputation. Within the organization, monitoring is therefore not something that you “just add”. Certainly not when a crisis breaks out where action is expected from your organization.
Consider, for example, a negative reaction from a webcare employee who goes viral or an accident about which messages quickly appear and go viral on social media. Such events have a direct impact on the reputation of a brand. At that time it is good to have a person who supervises the process of media monitoring, informs the right people and does not panic. This person is pre-eminently patient, can switch mindsets quickly and has a knack for solution discovery.
DO: Use Monitoring Tools
To keep an eye on your organization’s reputation, you could hire someone to monitor all channels (Twitter, Facebook, Instagram, YouTube etc.) all day long. Fortunately, nowadays there are a number of handy and user-friendly tools available that make social media monitoring a lot easier. If you’re just beginning to experiment with social media, a free tool such as Hootsuite offers easy solutions for different channels and offers you the possibility to respond to customers via the same tool.
If you’re looking to make a move in the field of reputation management, you should consider more advanced tools that provide in-depth analysis and graphs of volume and coverage as well as offer the possibility of sentiment analysis, stakeholder monitoring and easy reports for internal use.
DO: Use relevant pillars
To ensure optimal reputation management, it is important to focus on pillars that are important to your organization. For example, by including the RepTrak © model in online media monitoring, you can measure how the brand reputation is perceived on a structural basis and where you might need to make adjustments. The model assumes seven dimensions with twenty-three characteristics and can be well integrated into the right tool.
Does your organization come across as an innovative company? Or do you try to show that you are sustainable? By keeping an eye on this on a monthly, weekly or even daily basis, you will gain insight into the online reputation of your brand. You can also see when situations threaten to get out of hand or where you need to adjust if you want to maintain or achieve the desired reputation.
DON’T: lose your mind
The world of social media monitoring is huge. The number of messages that organizations receive per day can be between 1,000 and 10,000. Good monitoring helps you get a clear overview of all these reports.
Please note: these are also messages that you might not have even encountered. Reporting provides many new insights that can lead to new ideas and solutions.
But you will also come across many negative reports that you have previously overlooked. Do not panic! Look beyond the negativity and read carefully what your target group is actually saying. Are certain patterns visible? Or are they always the same people who are negative? Address this within the organization and think of solutions. Monitoring can help you adjust your reputation, because you now have a good overview of what is being said about your brand. See it as a great opportunity that your organization can benefit enormously from.