This alone is the reason why the job of a social media manager is seen as the occupation of the future and why social media monitoring is a trend that’s quickly becoming a household name amongst Australian entrepreneurs. Still, a lot of these businesspeople-to-be lack the basic understanding of this term or, at very least, why it is so important. Speaking of which, here are top five benefits of social media monitoring for your business.
1. Being more approachable
The greatest misconception of the idea of approachability lies in the idea that this is a thing that only deals with direct contact. You see, not all of your users feel free to contact you over a minor issue. This, on the other hand, doesn’t mean that it will stop bothering them on its own or that they won’t complain about it if someone else raises the topic. Therefore, through social media monitoring, you can provide your audience with a chance to talk to you even when they believe that you’re not listening.
Needless to say, this will make them feel more comfortable with being honest, even direct. Also, you need to keep in mind that this might cause your target demographic to speak more harshly about your brand (even when it’s completely uncalled for).
Nevertheless, if you manage to leave your ego aside, you might just learn something even from “internet trolls” and “keyboard warriors”.
2. Understanding instead of hearing
The next thing you need to keep in mind is the fact that metrics are sometimes raw data instead of actionable information. For instance, you may get notified about the traffic, the abandonment rate, the engagement rate and so on, yet, you might not understand what all of this means.
Why these metrics are what they are may still be outside of your reach, yet, this is the knowledge that is supposed to help you fix or improve things in your social media presence.
However, for this to work, you need to have access to social media monitoring, social media listening, as well as high-end social media analytics. Finding the suitable platform or tool for the latter is particularly important, due to the fact that your previous experience (or lack of it) in the field, may require you to find something beginner-friendly.
3. Not missing out on a vital piece of information
When we talk about the issue of social media monitoring, what we have in mind is the automated process that comes from the use of a tool or platform, not checking your comment section, like-dislike ratio and trends the old-fashioned way. The reason why the latter is so faulty is that there’s a great likelihood that you’ll miss something in the process. Fortunately, by automating your social media monitoring, you can ensure that nothing important ever slips by.
4. Checking out the competition
Some people are so obsessed with the idea of polishing their own brand, that they completely forget about the competition. Keeping an eye on what others are doing on social media is equally important, seeing as how you can’t afford to be left behind. If there’s an emerging trend or a boost in popularity of a certain topic, you need to be the first one to find out about this. Nonetheless, positive trends are not the only thing you should be interested in.
Mistakes and flaws made by your competitors are also something you can exploit or, at very least, avoid repeating. In this way, instead of making your own mistakes, you can learn though mistakes of others, which is much cheaper.
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5. Monitoring the successfulness of a campaign
Finally, you need to keep in mind that tracking the effect of a particular social media campaign might be somewhat hard to achieve without the help of a specialized platform. This is why your metrics may be upset by non-related actions and events or come as an effect of the previous effort.
Either way, monitoring the successfulness of a campaign is important in order for you to make an estimate of the campaign-based ROI. Either way, there are two types of social media campaign measurement, the ongoing analytics and campaign-focused metrics. In this particular scenario, you should focus more on the latter.
At the very end, you need to understand that the purpose of social media monitoring is merely to tell you what you can and should do, whereas, whether you actually follow up with this is something else entirely. Therefore, the effectiveness of this monitoring project may take some time to actually show itself.
Image Credit: Pixabay
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