The 6 do’s and don’ts of social media monitoring
In many organizations online media monitoring is already an important factor in making strategic choices for Brand Managers, Marketing Managers and press officers. Data-driven strategies are the future and more and more brands are taking part in this. However, many people still struggle with social media monitoring. What are the benefits? Where do you start? And what exactly do you have to do to get the right data? To provide you with much needed answers, we have listed the most important do’s and don’ts in this blog.
DO: Assign a person who is responsible for monitoring within your organization
Social media is always on. News used to spread more slowly because of printed media, but online reporting continues throughout the day. Therefore, social media monitoring is not something that you do on the side. Especially when dealing with a crisis and action is required from your organization. Incorrect responses from a social customer care employee can go viral, which also directly influences the brand reputation.
Consider assigning someone that oversees the process of online media monitoring and guides the organization in times of crisis.
DO: Use social media monitoring tools
To keep an eye on the reputation of your organization, you could hire someone who monitors all channels like Twitter, Facebook, news sites, Instagram and YouTube all day long. Fortunately, there are a number of handy and user-friendly tools available that make media monitoring a lot easier. Are you new to online media monitoring? A free tool, such as Hootsuite, offers easy solutions for media monitoring on different channels.
Are you looking for a social media monitoring tool with which you can really make a difference in the field of reputation management? Our OBI Brand Monitor, will help you out. This tool offers extensive reporting possibilities, sentiment analysis, stakeholder monitoring and easy reports for internal use.
DO: Monitor relevant reputation pillars (for example, RepTrak)
To get the most out of reputation management, you need certain pillars. For example, with the RepTrak model for online media monitoring, you can measure how stakeholders perceive your brand. The model is based on seven dimensions with twenty-three characteristics and can be integrated into a tool.
Does your organization come across online as an innovative company? Or do you show online that you are working on sustainability? By monitoring this monthly, weekly or even daily, you will get insight into the online reputation of your brand after some time. You also see when situations threaten to get out of hand or where you need to steer if you want to maintain or achieve the desired reputation.
DON’T: Lose your mind. Stay focussed
Don’t get overwhelmed by the sheer number of conversations surrounding your brand. A decent strategy and monitoring tool helps you get a clear overview in all this news. Note: these are also messages that you might have missed before. This also provides many new insights, ideas and solutions.
However, you will also encounter a lot of negative news that you have previously overlooked. Do not panic! Look beyond the negativity and find out what your target audience actually thinks. Can you spot certain patterns? Map them within the organization and come up with a solution.
DON’T: Ignore important questions or criticism
Online monitoring will provide you with a lot of information. Chances are that you will also receive important and critical questions stakeholders such as costumers and interest groups. In order to maintain and strengthen a good reputation, it is important that you have a clear response. Q&A’s based on historical data will help you to quickly generate correct and consistent replies.
By analyzing what was said through the monitoring tool you use, you can predict which questions are important. It is also important that the customer service of your organization is well informed about these questions. They are in direct contact with the customer and have a major influence on the brand reputation. By responding quickly, clearly and correctly to important questions, your reputation is not compromised.
DON’T: Forget to ask questions yourself
Be constantly alert to changes in the buying behavior of your customers or the expectations they have. By constantly asking yourself how they see your brand and what they think of something, you can specifically monitor those answers. For example, ask yourself how the campaign that you have recently launched has been received. Include this campaign name and related topics in your search. This way you can see what the sentiment is about the campaign and what the media value is of messages about this campaign. By constantly asking questions you get insight into whether the current strategy is a success or whether it needs to be changed.
The OBI Brand Monitor is a media monitoring tool with which you can generate action-oriented insights from social media data. What does the target group say on social media? What is listed on blogs and news sites and what do offline sources such as magazines and newspapers publish? Monitoring offers endless possibilities!