With the right strategy and tools in place, think about what you want to monitor. Here are the five main areas your brand should consider ensuring broad coverage of the entire social media landscape.
1. Brand Terms
This is a must for all organizations. Many people will directly mention your brand or product offerings, but they may forget the @ or #. To find conversations that may have fallen off the radar, use Twitter search operators, which will produce a much wider range of results. McDonald’s wisely employs this strategy.
2. Brand-Adjacent Terms
Monitor brand-adjacent terms to find customers who have shown purchase intent but may not have mentioned your brand or product. A brand-adjacent term can be boiled down to any keyword that someone would use to look up your product or service.
One caveat: Starting a conversation with people who haven’t actually mentioned your brand can come off as a little awkward. Strike the right balance. Your messaging shouldn’t come off as pushy but should provide helpful insights.
3. Customer Needs
More and more customers are turning to social media as the first place to get answers. In fact, the number of social messages that require a brand response has increased 77% in the last year—but a staggering five out of six of these go unanswered. Make sure you are not only actively listening to your followers but also engaging in meaningful, two-way communication, providing useful answers to their questions at every stage.
Over the past year, the number of social messages sent to brands has increased by 77%.
4. Customer Sentiment
Gather feedback from people with a vested interest in your brand. Monitoring for sentiment provides a brand view from 5,000 feet with actionable insights into.
This will give you a better sense of the general direction your brand is headed in overtime (according to public perception at least).
Some of the best product ideas come from customers. Listen to your networks for features and services that customers might find helpful, and see if you can add those to your product roadmap.
Every company should be mindful of the competition. Monitoring social is essential to that effort. Start by tracking competitor handles, brand terms, and key product phrases to gather intelligence on.
Be careful in reaching out to someone who is mentioning your competitor. You want to make a very soft pitch—and perhaps not directly—so as to not seem overly aggressive or desperate.