Social Media Monitoring and Social Media Listening. From one pixel to the whole picture. Part 1.

Social Media Monitoring Carmen Mira Digital Marketing

Social media monitoring and social media listening should be part of your global social media strategy. Even if they are extremely connected, they present some conceptual and tactical differences, though.

Let’s dive deeper into both concepts and leverage these methods to help you grow on social media.

Social Media Monitoring

Reactive social media strategy that works on a micro scale. This process consists of gathering social media data from your posts, with the aim of analysing, comprehending and improving your social media strategy over time. You will be able to implement meaningful changes from your content message and format to your customer care services. By tracking your audience reactions and content performance, you will gain quick learnings applicable in the short-term.

By analysing how your audience interacts with your brand, you can generate valuable insights and acquire some flexibility. For instance, imagine that you are running a campaign and it is not providing the expected results. If you realize about that sooner, you can react. So you can either stop the campaign or implement the needed changes to make it works.

While you are monitoring the performance of your posts, you should also have a look at your competition. What did they post last week? Was their content more interesting than yours? Why? This way, you will be able to gather interesting inputs and some new ideas.

Social media monitoring in practice | Instagram

  1. Pay attention to the comments people dropped you.

It is key to provide an answer to customers questions in a short period of time.

The easiest way you can do that is by keeping your customer care team ready to reply. Just let them know when you are going to post something, specially, when you are going to post something on Instagram. This practice will improve your engagement rate, among other metrics. People want to be heard.

According to Hubspot, answering a complaint increases customer advocacy by as much as 25%. On the other hand, not answering a complaint decreases customer advocacy by as much as 50%. Takeaway: solving a question on social media on time could bring more value to your company that you thought.

2. Analyse Instagram insights.

Instagram is improving its own analytics features and, eventually, we will see more accurate results in the analytics tab (really exciting times). Depending on your agenda, I’d suggest spending around one hour every week at least to dig deeper into your numbers. There are some KPI’s you should track and try to improve based on your objectives. Some examples of them: Interactions, profile visits, website clicks, reach, impressions, number of followers, post saved, engagement…

3. Set three competitors and examine what they are doing.

Lately, Instagram is proving a lot its metrics to track our performance. However, we will have to wait a bit longer to be able to monitor our competitors and compare results. In the meantime, you can do that either manually or by acquiring a monitoring tool. I always pay attention to how they are answering comments, and how they interact with their community. Besides, I try to analyse what pieces of content engaged the most, and how many times they have posted.

Secondly, I’d suggest creating an excel document and put down there all the topics you want to keep in mind. Remember to include there the name, posts format, number of followers, collaboration with influencers, number of UGC reposted, type of content, stories, IGTV, frequency… Once you have your table of content ready, you must try to highlight the key learnings you want to apply to your next content calendar. This practice will help you to improve consistently. Or, why not from today? Social media is evolving at light speed! But super important, it is absolutely useless if you post a lot one week and the following you do nothing.

Benefits of your social media monitoring strategy

  • It helps you to measure the performance of your social media efforts.
  • It helps you to optimize your investment on social media.
  • It helps you to be flexible and take advantage of your learnings in the short-term.
  • It helps you to adjust the format of your content.
  • It helps you to build stronger relationships.

Resources:

hubspot.com

See you next week with the second part of this post.

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