Social media is no longer the red-headed stepchild of the marketing world. In recent years, the social media department has become one of the most important functions of any business. Whether you’re a small business or a multi-national enterprise, social is no longer a minor subset of marketing.
In fact, social media is having a profound impact, not just in marketing, but also in other critical departments like customer service, sales, and even product development. Given the importance of these platforms, it is critical that any enterprise has a strategy to leverage social and that starts with social media monitoring.
Here are some ways that social media monitoring can benefit other cross-functioning and critical departments in your organization.
Social media is revolutionizing marketing as we know it. Traditional marketing campaign tactics like advertising, direct mail, and telemarketing have all been impacted. Social media has enabled companies to reach more people, with more nuanced targeting than ever before.
In addition, social media monitoring has become invaluable for brand awareness, direct feedback, and market demands. In fact, in many ways, social media has replaced what we traditionally used focus groups and surveys.
By using a social media monitoring tool like NetBase, not only can you see when people are saying positive or negative things about you, you can take that raw data and the platform will give you general sentiment as well. It can analyze for you how the overall marketplace views your brand, in an instant. In previous decades, that kind of market analysis would’ve taken tons of money and possibly months to generate.
Providing excellent customer service isn’t just a nice-to-have anymore. In this ‘experiential’ economy, people are looking for an experience, not just a product or service. If you don’t provide that wonderful customer experience for them, they will go to a competitor that will.
In fact, research is showing that people are increasingly reaching out to brands via social media more than any other channel such as phone or email.
This has huge implications because customer service being conducted on social media is not like on the phone or private email. Customer service on social media is public for the world wide web to see. This makes it all the more important that your customer service strategy includes social media.
Brand Ambassadors and Influencers
Not all opinions on social media are equal. The opinions of the person with 100,000 Instagram followers have much more weight than someone who has 5 followers on Tumblr.
An effective social media monitoring strategy will include keeping tabs on the influencers and ambassadors of your brand. Essentially, you want to keep them happy and you want to know when they’re not.
If they are not happy with your brand, you need to know about it right away and respond immediately. Otherwise, not only is your one influencer not happy but so will 100,000 of their followers. It’s a potential PR disaster in the making that you much deal with right away.
Another fun thing you can use social media monitoring for is keeping tabs on your competitors. Watch for how they interact with their customers. Examine what’s working and what’s not working for them.
If they have a PR disaster, use that as a cautionary tale for your own company. Also, replicate what’s working for them to leverage for your own brand.
Powerful tools like NetBase can help you execute these monitoring strategies and give you an in-depth analysis of the plethora of social media data that is out there. Tools like this can help manage all the various platforms out there and centralize them into one location for distribution, campaign management, and analytics.