Media monitoring, PR, and advertising companies need to adapt fast to a rapidly changing social media environment.
This constant stream of changes calls for incorporating new features into existing media monitoring tools to ensure reliable and actionable social media monitoring. The tools we have today can track and analyze complex keywords and review hundreds of thousands of daily posts. Be that as it may, modern day social media monitoring requires more than simply tracking corporate and personal posts across various platforms.
Growing Number of New Market Entrants clients expect a reliable social media monitoring solution that can provide actionable insights. The problem is that tracking keywords and sentiment on social media is not enough to meet these expectations. What they really need is social media tracking that can analyze the context of a message and then generate alerts or take action based on
Without context, positive or negative streams of feedback data are more or less useless. You should know whether an individual influencer or a C-level executive is mentioning or reviewing your product or service on social media. Moreover, you need to know how many followers the person has and analyze their level of authority within your industry. Furthermore, a brand must be able to recognize posters that make emotional occasional comments and influencers who post comments in the context of a broader discussion.
Also when organizations respond to social media comments, they should use messages tailored to the specific context of the original post. Given this necessity, contextual social media monitoring is a trend set to gain pace in the next few years
Clients expect a reliable social media monitoring solution that can provide actionable insights. The problem is that tracking keywords and sentiment on social media is not enough to meet these expectations. What they really need is social media tracking that can analyze the context of a message and then generate alerts or take action based on predetermined custom settings.
Without context, positive or negative streams of feedback data are more or less useless. You should know whether an individual influencer or a C-level executive is mentioning or reviewing your product or service on social media. Moreover, you need to know how many followers the person has and analyze their level of authority within your industry.
Furthermore, a brand must be able to recognize posters that make emotional occasional comments and influencers who post comments in the context of a broader discussion.
Social media networks tend to generate trending topics and multiply positive or negative brand mentions very rapidly. Content-based decision making needs sophisticated monitoring tools, the kind that can recognize a trend or trending topics in real time and generate alerts businesses can use for a timely response.
Trend awareness can help you take advantage of hot topics to create content both useful and highly sought-after. Sentiment analysis can also give you a general idea of whether negative feedback is snowballing. Armed with this knowledge, you can alert the employees in charge of your brand’s reputation management. Trend alerts and sentiment analysis should be integral features of any social media monitoring platform if the aim is to build a reputable brand on social media
Tracking and analyzing social data is a must for most businesses and non-profits. However, you need one of two things: a social media monitoring platform with CRM and marketing capabilities or the ability to connect to your CRM or campaign manager application. Exporting data to your business systems is a feature an innovative social monitoring tool can’t afford to lack.
This way, you can keep track of customers and influencers mentioning your brand and quickly redirect an alert to the relevant department for action. Connecting your business systems to a social media monitoring tool also guarantees that you can generate custom alerts for specific recipients across the entire organization. This, in turn, is vital for ensuring an immediate response to social media trends that require your attention in one way or another.
Finally, you will also need advanced functionality to cope with the challenge posed by recent trends such as proliferation of fake news and fake comments. A piece of fake news about your brand can go viral in hours. While you will still need to address it, you must first be able to recognize it as a fabrication. Right now, virtually no media monitoring company has feasible technology in place to detect fake news. That said, the adoption of AI and machine learning in social media monitoring is the ultimate trend that would result in a viable solution for accurately monitoring social media in the near future.
