Having social media is fun but it also requires you to learn how to stay active and respond to what people are saying especially if you're a business owner. You want people to continue to support your business or company, so it is important to embrace social listening and use tools to help keep track of what is being said on all your accounts. Generally, just the act of monitoring all your accounts is important because it can help prevent problems from occurring such as a social media crisis.
What you need to know:
The first important thing to understand when it comes to social media monitoring is the two major types of media that exist. The first type is owned media which basically means any social media account you own where you post content and start conversations. The second type of media is referred to as earned media, which is media that you don't directly own. An example of earned media would be someone sharing what you post or someone mentioning you in their own post. Earned media is a big part of social monitoring because it is very important to listen to what others are saying about you or your company.
Besides understanding the types of media, social media monitoring is important because it can stop a social media crisis from getting out of hand. The book, Introduction to Social Media Marketing, mentions how costly a media crisis can be for a company. "It can cost millions of dollars to “clean up” a public relations crisis, and for smaller businesses, while the dollar amounts may not be as great, it can make the difference from being profitable or not" (Kelsey 125).
Some tools to use to help with monitoring:
Facebook has a built in tool called insights which can be found on any Facebook page you decide to create. This is helpful for business owners and companies because it allows them to see how many people their page has reached and how many people and engagements reached with each post you make. You can even see what countries people visiting your page are from, making it very useful. Below is an example of what my insights page looks like for the Facebook page I recently created.
Another helpful tool that helps with social media monitoring is Hootsuite. Hootsuite features an analytics section that allows you to easily see how your posts and pages on all your media sites are doing. You can even create a report to keep track of your page's progress making it super convenient. More information about Hootsuite could be found by reading my last blog which can also be found by clicking here.
To learn more about social media marketing you could try using socialmention.com. It allows you to search for keywords and see what is being said by people who mention that keyword in their post. The main idea is to pay attention to social media and keep track of everything that is being said about your business or company. Social media is here to stay and there are even careers centered around social media including digital marketing.
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