In recent years, social media has exploded and almost every business you use will have some sort of presence on a few digital profiles. This has now put emphasis on a case for social media monitoring. Studies have found that a 2% reduction in negative word of mouth via social media and other conversational channels can boost sales by 1%.
Digital negativity can be extremely harmful for a business in the digital age, negative comments can have an almost double the impact effect than positive ones. If you were to look at traditional media, good news tends to be single track, whereas bad news will spread.
If you are looking for a way to monitor social media or need a few tips to refresh your current setup, here are a few tips
1 Decide what you want to track and which platforms
By setting up keyword captures via Google alerts or other mentioning tools, you will be able to track primary keywords relating to your company. Start off by tracking your company name and then move to tracking other keywords such as
- Website Address
- Senior Employees, Managers and Directors
- Competitors, so that you can monitor their reputation
2 Setup keyword monitoring tools
With several options in tools available online, we have listed a few of our favourite social media monitoring tools.
- Google Alerts this will help to monitor generic keywords and mentions online
- Social Mention great for tracking social media mentions
- BackType monitoring blogs who are talking about your business
- WoLinksToMe Inbound links can tell you were people have mentioned your company and web address
3 Alerts and Searches
Aside from mentioning tools and social media monitoring services, you will still need to run regular searches and RSS feeds of when your company has been mentioned. Using a tool such as Feedly will allow you to add RSS feeds and keywords search to a nice platform which is easy to digest and aggregate all the news.
4 Setup your Social accounts
Once you have discovered a comment about your company online, you now need to respond and help seek a way to fix the issue or thank for their positive comment. Setting up social media accounts on the main platforms of Twitter, Facebook and Instagram will allow you to respond. The great thing about many social media monitoring tools is that they will allow you to respond and interact.
5 Engage with customers and social media SLA
Engaging with comments and responding to negativity is the next stage in social media monitoring. How you respond is key to the successful outcome on social, there are a few rules you should follow and consider in this area.
- SLA the beauty of social media is that everything is in real time. You will be able to fix an issue almost instantly if there is a query coming through via Twitter, you will be able to respond to it within minutes. Although, response times is part of a well formed SLA having a good and standard response time on social is key to success.
- Digital etiquette avoid any arguments or saying anything incorrect online to potential customer. It is nice to get involved and engage with people but using the wrong language can result in this being taken the wrong way it will also be in the public eye for everybody to see anything that is not positive.
- Pro-active if there are discussions that come up in regards to your industry, it will not harm getting involved early to see how you might be able to assist.