By Ann Marie van den Hurk
Every organization should be monitoring what is being said about them, said Doug Haslam of Scratch Media and Marketing in Cambridge, Mass. It enables the organization to gather intel on how the business is doing, what is going on with competitors, and/or what is happening in the industry. Listening opens a window into customers’ lives.
Social media has opened that window wide. But how do organizations and businesses listen in the digital age? Customers are taking to social media to ask questions about products and talk about service. The comments could be good or bad, but business owners and organizations need to know that.
Before you undertake a listening or monitoring program, it is recommended that you conduct a communications audit to see how your business is communicating. This includes any printed materials, website, e-newsletters and social media. You can do that by conducting a SWOT analysis, which involves listing strengths, weaknesses, opportunities and threats.
When you do this, ask yourself three questions: Is this meeting our business goals? Why are we doing this? Where are our customers getting their information?
Once you answer those questions and conduct your SWOT analysis, you can decide what key insights are important to your business.
To effectively monitor social media, you have to decide what you want to know. From there, you can set up a monitoring program based on those key insights. Your reasons for listening could be customer service, research, competitive analysis or reputation management.
There are many options available to listen to what is being said about your organization or business. I suggest you use multiple tools to ensure you are getting a full picture of what’s being said. You could use the search functions on the actual social media platforms. There’s also very basic monitoring with free tools such as Google Alerts, Mention and Talkwalker.com. You set up alerts using keywords such as your organization’s name, product, or other topics. These tools monitor everything on the Web, from blogs to news outlets.