The importance of social media monitoring.
When you think about monitoring on the Internet, do you think about a Big Brother scenario where your activities are being watched and recorded? Well, you’re not too far off, given how much tracking software is out there. But rather than worrying about who is watching your activities online, you should consider monitoring your online communication channels.
When sending out campaigns or scheduling an update, make sure you’re well-aware with what’s going on locally in the community as well as globally. Humour is a great way to connect with people, but you want to be on point with your communication, as to not risk alienating some people with a poorly-timed joke. Likewise, you need to consider time management – post at peak times for the platform you’re using to make your messages count (see fastcompany.com for more detailed info).
When you post something, you’re not done. Remember, it’s called social media for a reason. Did you get a comment or response to your posts? Act accordingly and enter into a discussion when appropriate. No, you don’t have to answer every single question, and you should most definitely not poke the Internet trolls, but you need to acknowledge the message was received and read. This can be as simple as clicking ‘Like’ for the comment. If you need to info check before you respond, you can go ahead and say just that – responding once you have an appropriate answer.
Monitoring the response to your social media activities is important, not only so you can see the kind of content that your audience really responds to, but also so your audience feels like they’re part of a community – your community. This kind of feedback is truly a gift because it lets you tailor your content to appeal to more people, and it creates brand power through community-building.
Leveraging the social part of social media can be an effective way of communicating with those you want to reach.