Importance of Social Media Monitoring

Using social media monitoring as a way of tracking online mentions of brands, companies, products or relevant keywords across various platforms is great, but it doesn’t use the full potential of amazing tools such as Hootsuite, Mention and Mediatoolkit. In this article, we will explore the opportunities that social media listening could open for your business.

Make something positive out of online criticism

Although they are not the feedback we wish for, negative reviews happen often. So, how do you make the best of it? Make it constructive. Tracking online mentions in which criticism is present means you can follow up with a thorough answer or try to resolve an issue by giving a solution or an explanation. As a result, it can sometimes actually help build an authentic and caring image of a brand.

Example of a company resolving a complaint

Picture 1. A great example of a company resolving a Twitter complaint.

Connect with new people

Every business website wants visitors converting from just visitors to something else. E-Commerce websites want visitors to buy products, SaaS companies want from visitors who signed up to pay their first subscription etc. The rate at which a website can measure this is its conversion rate. Measuring the performance of a variation A or B means measuring the rate at which it converts visitors to goal achievers. You can then determine whether changing the experience had a positive, negative, or no effect on visitor behavior.

Social media is great place for finding new leads.

Picture 2. Follow up on social media posts to gain leads.

Track the needs of your audience

Almost anything on your website that affects visitor behavior can be A/B tested. You can test variations of headlines, paragraph texts, testimonials, up to the CTA buttons, links, images, etc. More advanced tests can include pricing structures, sales promotions, free trial lengths, navigation and UX experiences, free or paid delivery, and many more.

Keep up with the competition

Tracking your competitors’ mentions can also mean gaining new customers. Since you have insight into what their customers are unsatisfied about, use the negative reviews they get as leverage for your business. Engage with the unsatisfied customers post and explain how using your product or service would be more beneficial to them. A good sense of humor can be very appealing in these situations.

Use Social Media like Twitter to convert unhappy customers into a happy customers

Picture 3. Convert an unhappy customer into a happy one.

Engage with Influencers

Doing business with an influencer relevant to your brand and whose followers are your target audience can give a great boost to your ROI. Use social media listening to identify macro and micro influencers based on their relevance, activity or number of followers. Furthermore, start following their account and engage with them by liking, commenting and sharing their content. Building a good relationship will make a base for a great collaboration. Consequently, increasing your presence on other people’s social media accounts means more users will notice you and discover your brand. Just make sure you keep a positive attitude and engage in topics relevant to your goals.

Importance of Social Media Monitoring was last modified: January 15th, 2019 by Antonio Prsec
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