What Is Social Media Monitoring?
The terms “social media monitoring” and “social media intelligence” are commonly used interchangeably. But it stands out. Additionally, each of these names plays a particular function in your social analytics toolkit.
Social media listening can reveal consumer insights that can be utilized to guide brand strategy. At NetbaseQuid, it’s a continual process that focuses on getting to know your audience and their emotions so that you have a basic understanding of the clients your business is aiming to attract. The goal is to identify the most common customer complaints and address them in every part of your client experience.
Continual media monitoring has a slightly different goal in mind. If you think of social listening as the baseline, then social media monitoring is the upkeep of that.
Artificial Intelligence In Social Media Monitoring
Next-generation artificial intelligence employs the method of natural language processing (NLP) to gather and categorize social media postings in accordance with grammatical structure. In a conversation, this makes it easier for brands to concentrate on certain behaviors, people, businesses, products, hashtags, etc. It may also profile the users themselves in terms of demographics, psychographics (beliefs, interests), geodata, and much more.
You need to be as precise as possible since you’re looking for anomalies—anything that differs from the norm. These anomalies span the spectrum of happy to negative emotions, and both extremes necessitate awareness and concentration. This is the rationale behind real-time media monitoring.
Negative Sentiments Move Fast
Customers that talk negatively about your brand on social media are probably not the only ones who feel that way. After a negative customer experience, 50% of customers will go to a competitor and shop there. While you can’t always please everyone, an efficient social media routine will highlight the typical complaints customers have about your company.
In a PR disaster, social media tools are your first line of defense. You never know when a catastrophe will strike—it might be in the middle of the night. Without a prompt and amicable answer, unfavorable feeling toward your brand can quickly get out of hand. Your greatest line of protection against an unanticipated disaster is to set alarms in your social media monitoring software around your brand health KPIs.
Social media is primarily used for photographs and videos, with the exception of sites like Reddit and Tumblr. Your brand is having a conversation when your logo appears in these posts. That’s because they affect how people perceive your brand and add to possible impressions.
You must therefore be able to incorporate these “mentions” into your brand discourse in order to ascertain how these posts affect perception. And that goes for images of your logo without a mention of your company in the text box as well as for reversed and altered logos. Your tools ought to record everything.
How It Works
By keeping an eye on social media, you may set benchmarks for the elements of your brand that are important to you and that you want to monitor over time. These frequently focus on brand health, customer service activities, tracking of campaigns, response to products, etc. To determine the success or failure of their initiatives, marketers are allowed to track any quantitative attribute found in their social listening tools.
Of course, reputational harm from a viral post is the worst case scenario for any organization, and preventing it is just one of the NetbaseQuid numerous ways social media monitoring benefits brands. This is why it’s so crucial to be aware of any current problems and address them immediately.