What is Social Media Monitoring?
Social Media Monitoring calculates the metrics and trends of products, goods and services on social media channels including Facebook, Twitter, message boards, blogs and other platforms in order to develop effective marketing campaign strategies.
How Social Media Monitoring Works
It measures effectiveness
Social media browsing can be a very pleasant experience. For the user, It's the digital equivalent of walking down the aisles of a library and checking out the titles of books. For advertisers designing marketing campaigns, there are tools to measure social media engagement. Advertisers who monitor social media want to know how users land on certain sites,why posts go viral, the best times to post, how users are reviewing products and other data. If a user decides to engage content and share it, that's a win for that social media platform. With great engagement, the advertiser wants to know how to replicate the positive user experience by using that data to drive marketing strategy.
It uses data to predict trends
There have always been trends in popular culture. Once a trend catches on, it spreads. In the digital world, when the number of shares on a social media site explodes, content goes viral. Advertisers use specific measurement tools to compile data on what's driving popular culture. More importantly, advertisers want to know where the trends are heading because whoever gets the jump on the latest and hottest trends has the potential of cashing in on that information before anyone else.
It measures the strength of your campaign
Today, social media platforms and websites understand that they are goldmines for advertisers because of the sheer volume of users on the sites. How do the users get there in the first place? Are they browsing and click on a link? Did the user access the site through a share? By monitoring social media sites, advertisers can create campaigns specifically tracking user actions and developing engaging responses to those actions.
Why Social Media Monitoring Matters
The context is important
All social media sites and platforms are not the same. You can create outstanding content for the wrong platform. The context distinguishes the content so it stands out. Users, then, can see the content and share it. By monitoring the various sites, advertisers can develop campaigns tailored specifically to a user's wants and needs.
It reveals how users perceive your brand
On almost every website or platform, there's an opportunity for users to review information, goods or services. Reviews are a way for the public to respond to a brand's reputation. Most people make their purchasing decisions based on reviews by other users. As advertisers move forward in their planning, they can use this information to tweak their marketing campaigns.
It shows the power of the dashboard
Dashboards are a go-to source for advertisers. The dashboard information supports the metrics advertisers rely on to track performance on social media sites and platforms. It gives advertisers a strong sense of what is working well and what aspects of the campaign need either revising or rejecting. For advertisers the number's don't lie.