It’s time to take social media monitoring to the next level (if you haven’t already) – it’s time to go beyond simple engagement metrics. It’s time to take on social listening.
Social listening is a massive and complicated undertaking, but it’s extremely important. Brands that are not monitoring what is being said in the social space about them and their products are missing out on huge opportunities – social listening and gauging social sentiment can help a marketer improve (or maintain) brand positioning and engage directly with actual or potential customers.
There are a number of tools in existence, some available for free and others for a fee, to assist organizations with social media listening. The platforms being monitored depend on the complexity of the tool, and usually how much you are paying for it. Many of them not only monitor social networks like Facebook, Twitter, Instagram, YouTube, LinkedIn, and Google+, but they also scan blogs and comments, Tumblr, forums, Q&A sites like Quora, bookmarking sites like Pinterest, Reddit, Snapchat, and other video and photo sharing sites. If set up properly, a brand can use these tools to not only monitor mentions of and sentiment related to their own brand across platforms, they can also measure social sentiment related to specific products, competitors, and industry-related key terms.