Social Monitoring Listening on social media to enhance

Social Monitoring Listening on social media to enhance customer engagement Photo credit: Orange_Beard via Foter. com / CC BY

Social Media & Brand Engagement • • We post…. (image) We tweet…. (image) We share…. (image) We pin…. (image) • We are doing a great job on social media!

Social Media Monitoring is Essential Image source: http: //www. e-parakazanmak. org/wpcontent/uploads/2015/11/social-media-and-ecommerce-1024 x 722. jpg

Are you kidding me? How am I supposed to monitor the social networks, blogs, video blogs, social news, wikis, discussion boards and more?

Social Media Monitoring System • Of the hundreds of social media monitoring software applications available today enabling companies to aggregate, analyze, monitor and possibly engage in online conversations about companies, brands, products, competitors and industry topics of industry…. We like Hootsuite. • But first, let’s talk about why you monitor.

Why Monitoring Matters Social media monitoring helps gauge: • Brand strength by tracking how often you are discussed. • Positive or negative sentiment among users • Your reach and measure of influence

Why Monitoring Matters Social media monitoring helps brands: • Identify key influencers, potential partners • Find opportunities to engage with prospects, customers • React in real-time to feedback • Gain ideas for product ideas, service offerings • Track what competition is doing • Keep up with innovations in industry

Best Practices for Social Monitoring #1 Have a goal in mind Discuss: • How are you going to filter out the relevant conversations from all of the online noise? In its social insight analysis, Mashwork focuses on a theory to either validate or discredit, the firm’s CEO, Jared Feldman, told Tech. Republic. • What are some theories you might seek to validate or discredit about: 1) Bhaalu 2) TV everywhere 3) Streaming video users 4) The competition

Best Practices for Social Monitoring #2 Track Engagement Levels Discuss: • When a customer shares a • What kind of content could brand’s content with a Bhaalu generate on its friend or colleague, they are social media to share? giving it their stamp of • What kinds of social media approval. That’s a great posts should Bhaalu seek to compliment and should be share? the goal of every engagement.

Best Practices for Social Monitoring #3 Keep current on terms. Discuss: • Don’t be afraid to change and delete terms as you learn more about the conversations about your industry and its buyers online. Your work on this front is also going to help you in improving the search impact of your landing pages too. • What search terms would you use to start to: • Identify influencers? • Track industry? • Follow what competitors are doing? • Determine consumer priorities?

This would be better as design! • According to a 2013 J. D. Power survey, 51% of consumers don’t want companies to eavesdrop on their conversations, and 43% believe monitoring invades their privacy. The majority of consumers, 64 percent, insist that they want companies to respond to social comments only when spoken to.

Best Practices for Social Monitoring #4 Join the conversation. #5 Don’t intrude. • Don’t talk at social media users. Show you are listening. Give a personalized, appropriate response to users. Consider the context. If someone is simply venting to a friend online, it may be a better idea to keep your distance. • Explain why you are listening. Make clear you are doing this to offer the best user experience to your customers. After all, when it comes to social media, consumers aren’t keen on brands eavesdropping.

Best Practices for Social Monitoring #6 Remember language is tricky. Discuss: • Context matters. Software • How might different analytics can only do so languages among users much. Rely on human impact our social listening? analytics to parse the actual • What are some words we meaning of a posting to can think of that could have determine, for instance, both positive and negative whether “bad” is being used connotation online? in a positive or negative sense. •

Best Practices for Social Monitoring #7 Check Often. Discuss: • There is no one golden rule • Who will be on your internal as to how often you should social media monitoring monitor or listen. Yet, team? considering social media is a • How often will the goldmine of real-time monitoring team listen in? insight, it’s unlikely to be as • What will be your goal for powerful a tool for you if response time to posts? you’re only listening in on a weekly basis.

Best Practices for Social Monitoring #7 Share your findings. Discuss: • Monitoring will likely uncover information to share with other enterprise areas. Marketing can offer brand insights to sales, product development, legal, or human resources. Altimeter’s Susan Etlinger told Tech. Republic of research findings showing at least 13 departments can utilize social media insights in their various contexts. • What practices can we implement to share information? • Also, to be sure posts get the response needed from each department, how do we insure follow-up?

• How to Monitor Ironpaper uses Hootsuite. On Hootsuite, perhaps the easiest brand-conversation monitor available, you can keep track of real-time communications on platforms such as Facebook, Twitter, Linked. In, Google+ and more.

Using Hootsuite • In Hootsuite Pro you can monitor specific keywords, hashtags, regions, and so much more. • You’ll start out by identifying the specific terms you want to monitor. • Create a new stream for each term or phrase. Note each stream can be set up to search all public posts on Twitter or Google+ but when searching Facebook and Linked. In, you’ll only see your existing connections. • You can use “Quick Search” in the upper right corner of your Hoot. Suite Dashboard to find other terms or phrases that might and add as a stream. • You can also click on the Add Stream button and select the network to monitor and then search your selected phrase.

Monitoring Keywords and Search Streams Video link: https: //www. youtube. com/watch? time_continue=178&v=j. Nyxq_rovgk

Personalize your responses • You can keep several canned responses at the ready in Hootsuite. • Save draft messages. When you need to respond to that particular issue, edit your message to that specific situation and individual.

They said what? !

Turning Negative Feedback Around • One reason for social media monitoring is to be in a position to respond quickly to any complaints received via social media. • If the issue the consumer raises is complex, you might acknowledge the post and then offer to continue the conversation offline — by phone, email or existing support forums. • Responding quickly is important. The customer is more likely to feel heard and less likely to complain in the future. However, you want to respond thoughtfully.

This video is Bodyform’s witty response: https: //www. youtube. com/watch? time_continue=104&v=Bpy 75 q 2 DDow

Another good example is from Tesco Mobile Be careful with employing humor, though, as it can backfire if misunderstood.

Turning Negative Feedback Around • Chatter. Plug customer engagement expert Chris Book offers additional strategies: – Demonstrate your interest in your customers publicly. “Actively soliciting feedback from your customers in your store and on the web carries the sense that you are constantly striving to improve. Showcasing the ways that you make changes based on the feedback cements that idea. “ – Make it better. Even if it is not your fault, you want to showcase your brand’s willingness to satisfy customers. – Follow-up. Always ensure that the customer feels their issue has been resolved. This will illustrate your long-term interest in keeping customers happy.

Turning Negative Feedback Around • Do Not: • “The one thing you cannot do is put your – Get defensive. This might infuriate the customer head in the sand and escalate the issue. hope the issue will – Delete comments. magically disappear. ” — Marketing Profs.

Identifying Influencers “The Force is Strong” with some on social media. These are the people you want to identify. The people who have the power of a social media force (the Yoda-side, no Sidius), to make a difference in terms of customer engagements with your brand. To stay ahead of the curve, it is important to listen to what the influencers are saying. Follow: – Influential execs – Bloggers – Analysts – Competitors

Identifying Influencers • Looking at someone’s Hootsuite bio, you can see the number of followers they have, their location, their posting activity, and their Klout score.

Identifying Influencers • You might search out influencers by filtering within a stream by “keyword” or by “Klout. ” Klout scores provide a measurement of a user’s social reach. – You can use the slider scale in the Klout search bar and see the stream repopulate based on the threshold you set. – Someone who’s nationally known will likely have a Klout score of 80+. • Sharing influencer’s posts to your social networks can provide valuable resources to your followers and position you as an innovator, too. – Especially if you are adding your thoughts and creating value (as you should do) when you repost. • The more you engage with and show interest in an influencer, the more attention they are likely to show you. – You might also add them to a particular list to identify the content and area of industry interest they represent.

Social Monitoring Matters Photo credit: Geoff Livingston via Foter. com / CC BY-SA

Sources • • Allton, M. (2013, Nov. 22). How to use Hoot. Suite for Social Listening. https: //blog. hootsuite. com/usehootsuite-social-listening/ Book, C. (n. d. ) Four keys to turning negative commenters into brand advocates. http: //www. convinceandconvert. com/social-media-strategy/4 -keys-to-turning-negative-commenters-into -brand-advocates/ Carson, E. (2014, May 26). The art of social listening: 6 tips. http: //www. techrepublic. com/article/the-artof-social-listening-6 -tips/ Ciccotelli, C. (2014, April 4). How to turn negative social media into a positive. http: //www. marketingprofs. com/articles/2014/24824/how-to-turn-negative-social-media-into-a-positive Dan, A. (2013, Mar 31). When it comes to Social Media, Consumers Tell Brands to Speak Only When Spoken To. http: //www. forbes. com/sites/avidan/2013/03/31/when-it-comes-to-social-media-consumerstell-brands-to-speak-only-when-spoken-to/#97 a 593816081 Ironpaper Web. Intel blog. (2013, Sept. 22). Customer engagement and 5 ways to evaluate its effectiveness. http: //www. ironpaper. com/webintel/articles/customer-engagement-and-5 -ways-to-evaluate-itseffectiveness/ Milic, L. (2013). Social Media Monitoring Tools and Services [slides]. http: //www. smartinsights. com/socialmedia-marketing/social-media-listening/best-practice-tactical-strategic-social-media-monitoring/ Weinberg, T. (2015, March 24). 6 Social Media Marketing Tools to Track Your Brand. http: //www. socialmediaexaminer. com/6 -social-media-monitoring-tools/