Social media has become a revolutionary tool for businesses to grow and engage their audience on a more personal level. It has given the customer a “new” voice to encourage sharing of opinions, questions, concerns and more, while expanding the reach of potential brand advocates. Social media has forever changed the way we communicate with our customers, but at the same time it has created a need for businesses to monitor this engagement.
Social media monitoring is about “being in the right place at the right time,” where businesses listen and track real-time conversations online from the people most influential to the businesses success. Social media monitoring requires filtering out all of the “noise” of irrelevant messages, tweets, posts, etc and requires you to focus on the messages from those visitors, leads, and customers that are most relevant to your business. According to Twitter Usage Statistics, there are over 350,000 tweets sent per minute, and 500 million tweets per day! Being able to read these all is an impossible task, but with the right tools and best practices you can build an invaluable time saving tool to increase your engagement and overall effectiveness.
Focus on Your Business Objectives.
As with any marketing campaign, it is important to have an agenda and establish goals for your business social media objectives. Always think in terms of your best customer - and then what you want to establish. For example, if you are trying to bring more visitors to your website - focus on creating a conversation around the pain points of your best customer (your buyer personas) and then create tweets and posts that discuss possible solutions. If you are trying to covert more leads into customers - focus only on those leads by providing additional offerings relevant to their needs.
Monitor the Right Keywords & Terms.
When monitoring the right search terms or hashtags, make sure that you listen to the key phrases and terms that illustrate pain points that your business can help alleviate. Listen to what your best customers are saying about your business to help navigate the direction of future offerings and services. Answer questions about specific industry terms, product terms, and provide feedback about your product or services.
Segment Your Users.
Instead of searching the entire abyss of the twitter sphere focus on your current followers and customers. Segment your lists using the marketing qualified leads you generate from your online efforts, your new customers, and your blog subscribers. You may also want to create a list for competitors in your industry to see what they are working on. Refocus your social efforts on these lists first and use the specific keywords of those lists to respond accordingly, then build from there.
Create Personal Responses.
By focusing on the best practices listed above, you can then start to engage your audience on a more personal level. It is important to understand the buyer journey - stranger, visitor, lead, customers, etc and respond accordingly. For a list of great twitter tools check our our Blog: 60 Best Twitter Tools.