This is a guest post by Matthew Yeoman.
A business that is getting serious about its social media marketing presence can’t operate like an average user. You need to go beyond the standard app and start using tools that will help you monitor your brand on a local, national, and global scale.
Being able to gather greater information, and sort through conversations from across the social web is going to help you better understand what you do well, and what needs to be worked. Since the social web is made of so many different platforms you may need to choose more than one of the social media monitoring tools listed below.
What your social media monitoring tools should listen to
You can’t just sign up for a monitoring tool, sit back, and press a magic button that says “Ok, do social media marketing now.” You will still need to work, and you will will still need to input data. Here are a few key areas to focus on:
- Your brand name mentions - both direct account mentions, and indirect mentions
- Feedback from customers
- Conversations about competitors
- Potential sales leads
- Industry news
- Keywords for your business
- Hashtags in your industry
- Trending content
Keep the above points in mind and your social media marketing efforts will be much more focused, and have demonstrable ROI no matter which tool below you use.