What You’re Missing When You’re Not Monitoring Social Media: What People are Saying About You

April 05, 2017

What You’re Missing When You’re Not Monitoring Social Media: What People are Saying About You

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Remember the rumors and gossip of your high school days? Well, the gossip queen is back, and she’s taken on the the form of social media. When you neglect to monitor your social media, you’re setting yourself up for your customers and competitors to talk behind your back. If you’re still not convinced that social media should be a priority, then consider the following conversations you’re missing out on.

Negativity

Let’s begin with the most obvious threat of not being aware of what people are saying about you on social media: negativity. On a small scale, remaining unaware of negative tweets and Facebook mentions leaves customers unhappy and can ultimately lead to the loss of customers. On a larger scale, negativity can explode over social media in a matter of minutes. This is even true for your personal account, as one senior director of corporations knows all too well. When Justine Sacco posted a racist tweet minutes before her plane took off, the tweet went unmonitored for her eleven-hour flight. She landed only to find out she had lost her job and ruined her reputation. While posting the tweet in the first place was a big mistake, leaving it alone as people all around the world read and retweeted it became a literal nightmare. Remember, if you’re not listening, then you’re not able to diffuse the bad situation before it gets worse.

By listening to the conversations in real time, you can respond to negative feedback in a personal, professional way—and, if necessary, delete a post that isn’t taken well. When frustrated people are treated like people, not just another customer or person across the internet, then they’re more likely to become positive advocates for your organization, or at least less likely to post their dissatisfaction for all the world to see. Counteracting negativity requires giving a genuine response.

Competition

“On your mark, get set, go!” Whether you need to ride the wave of pop culture or pick up on the ever-evolving social media etiquette rules, keeping up with social media can feel like a race—and if you’re not monitoring, then your competitors might walk home with the trophy. For example, trending topics and hashtags are sometimes here for a day, while others, like the ALS Ice Bucket Challenge, stay popular for months. When you’re not paying attention to what your customers care about or what the rest of the world is talking about, then you might miss some meaningful opportunities to post popular content.

It’s also a good idea to check out the competitor’s content. What works for them? What doesn’t work for them? Do they receive high engagement when it comes to certain topics? Take your competition to the next level by being aware of what the industry conversation is right now and leveraging it to make content that demands attention and interaction.

Repostable content

Another way in which monitoring social media can help you come out on top is the fact that you’ll be aware of how your content is performing. You might think the variety of content you put out performs well, but the analytics might show that you have much higher engagement with your videos rather than product pictures. In that case, post more videos! Give the people what they want, and they will come back for more. It might even be a case of tone—perhaps the way certain posts are worded resonates more with your target audience.

You’re also able to monitor where your company is being mentioned. Perhaps a friendly face is replying with positive feedback to your tweets or someone mentioned your product in a Facebook post or article. Being able to favorite the tweet or repost/respond to the mention will further solidify the relationship between you and your audience. You’ll have a better idea for brand awareness and whether or not people are interpreting your messages the way you want them to.

Don’t let them talk behind your back—get in on the conversation with competitors and customers. When you monitor your social media performance, you’ll have better content and more positive interactions.

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