Social Media Monitoring and Analytics

Hello Everybody,

This post will be covering chapter 8, Social Media Monitoring and Analytics, from Intro to Social Media Marketing.

A large part of social media marketing is initiating conversations and putting up content. But "social listening" is a vital part of social media also. Over time you can see how effective your efforts are either by direct responses to your social media accounts, or on people's personal accounts. Social analytics allows you to measure impact, such as the number of likes, conversations or performance of a particular page or account. Social listening can be divided into two categories, "Owned media" and "earned media." "Owned media" is exactly what it sounds like, its the social media pages or properties that are under your control. "Earned media" encompasses everything else that involves your company but is not under your control, other people's accounts.

Social media allows you to be the eyes and ears of a brand or company. It also allows you to identify potential crisis situations. This is a crucial part of social listening, because it allows you to look out for problems and stopping them before they spread. This is a good way to also view ROI. By having a crisis plan for your social listening you can potentially save your company millions of dollars from either losing customers or cleaning up a crisis situation. Social media allows messages to spread so fast, in a matter or hours you could have national media attention, if you leave crisis situations unattended.

Now that you understand the importance of social monitoring and have created your social media accounts, you should look into creating a Hootsuite. While there you should consider going through the Hootsuite university and getting certified. Look forward to my next posts about that certification.

Until next time,
Caitlin Campbell