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Depending on your monitoring objectives, there are several different groups of people you may want to keep track of. Here’s a list for you to consider:
Listening to the people talking about your brand is what lies at the very core of social media monitoring. Use this information to direct your responses and keep people happy over the long term.
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The general public
People may have an opinion of your product or service whether they’re using it or not. In this case, you should consider monitoring the brand name of your product (or service), plus related keywords, and keep abreast of the general tone and sentiment of the conversation.
Your customers
Your customers can be very upfront and forward about their experience with your brand and, as people continue to trust “someone like me” at an extremely high level, you’ll want to know what they’re complaining about, seeking help on, giving you kudos for and how they’re rating your products. When you know what they’re saying, you’ll be able to engage them online and keep them on your side.
Influencers
In every group, there are a handful of people who have more influence than others. Using a robust social media monitoring program and working with a team that adds value to the reporting process, you’ll be able to identify the key influencers in your market and develop outreach strategies to engage them and leverage their influence, whether their influence is established or up-and-coming. |
Market research can come in many forms, but one area you’ll want to listen in on is your industry in general and the players in it. Here are some thoughts:
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The competition
Keep an eye on your main competitors to learn what they’re saying, what they’re doing and what people think about them. The more you know about the competitors in your field, the more you can adjust to their strategies, fill in where they’re weak and find creative way to stand out above them.
Suppliers
You can learn a lot by watching the suppliers in your industry. You can see what they’re selling, who they’re selling it to and which innovations they’re bringing to the market. With this insight, you can create new relationships with these suppliers to the benefit your customers.
Industry folks using social media
Learn from the people putting themselves out there and selling your industry and their own services online. Watch how they connect with customers and potential customers through social media and form your own relationships with them so you appear on their radar too. |
Consider monitoring the people you work with so you can ensure that they’re respecting your guidelines, policies and procedures. The people on the front line are most responsible for maintaining the integrity of your brand; it’s up to you to make sure that they do.
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Your employees
Through personal blogs, Twitter accounts, MySpace pages and all other social media profiles, your employees are online and very present across the web. We’re not advocating that you watch them “Big Brother” style, but you will want to make sure that they working with you and not against you when it comes to your brand.
Potential recruits
You can learn a lot about the people you’re looking to bring on board by following their social networking activity. In a more detailed way than any resume can tell you, you can get to know someone’s personality and accomplishments – and make sure they’re the right fit for your team.
Partners
Who are you working with on a daily basis, aside from those at the desk next to yours? Major partners you outsource to for strategic work, production and project management? Complimentary service providers? No matter who you work with, you can learn about their efforts, values and thinking through social media monitoring as well. |
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