How to Use Social Media for Better Brand Monitoring
Gone are the days when Google was the one and only online marketing giant for many businesses. Now, brands have taken to social media networks to leverage the availability of billions of active users.
Did you know that 10,000 new tweets are generated every second?¹
Worry not if you start feeling a sense of FOMO or Fear of Missing Out, because we’ve got you covered!
In fact, there are several approaches you can use to join the “digital conversation” and monitor your brand. Using Facebook groups is a popular method.
Using Facebook Groups for Brand Monitoring
For instance, you can join various cryotherapy Facebook groups as a first step toward “social listening”. Pay close attention to how brands engage with their customers as well as how customers respond to brands.
Besides mere social listening, you can also engage with other brands yourself in an effort to learn from their success and failures. Cryotherapy Professionals is a great example of a Facebook group that you can get started with but make sure you don’t stop there, keep reading on to learn what to do next.
Although your product features and other unique selling points are important, how the public perceives your brand is just as equally important. All the comments and likes on your social media posts affect your brand image which also directly affects brand loyalty.
This is why it’s important for us to take a moment to really grasp the full potential of brand monitoring. At the very minimum, monitoring your social media platforms enables you to discover what your customers are interested in and what their sentiments are. For instance, you can search for specific keywords, track brand mentions and see customer sentiment.
Read on to find out how you can utilize two other major tools, Twitter and Instagram, for better brand monitoring.
How to Uncover More Opportunities via Social Media Brand Monitoring
As we just learned monitoring your brand through social media can help you discover more opportunities for your cryo-chamber business. 62% of brands that use social media marketing use social listening to attract clients² with great success. In fact, we know that 83% of consumers like brands that respond to questions, and 68% like it when brands actively join their conversations³. Below are ways to enhance your brand monitoring strategy through social media.
Identify Your Audience Using the Follower Insights Feature
Before you begin tracking anything, identify your target audience because many people will follow and comment on your brand. However, some mentions belong to an audience segment that may never convert. So, you need to identify your potential audience to avoid wasting resources on meaningless leads.
From your Instagram or Twitter business account, you can access the Follower Insights tool to help you view the demographic details of your followers. Use the data provided to figure out the audience that interacts most with your audience. Segment the audience and then monitor each segment to discern their interests. With the insights you get, set up a brand monitoring strategy to track keywords of interest.
You can also check competing brands for further insights into your target audience.
Track Brand Mentions
The primary aim of brand monitoring is to identify instances when your brand gets mentioned so you can respond. Social media users, especially followers may mention your brand in posts or tags. However, non-followers may not tag you making it possible for the mention to go unnoticed.
Searching for brand mentions can help you capture both linked and non-linked mentions. Similarly, search for misspellings, especially if your brand has a long name or if your products have unconventional names. Also, allow search results in all languages in case of international customers.
If you notice a high number of mentions, it could mean your campaign was a success. Or, it could mean an impending crisis. Therefore, you need to monitor other parameters to help you get a more comprehensive picture of your brand’s positioning on social media.
Leverage the Power of Hashtags
Marketers now use hashtags to create hype around a product, reach a wider audience and also measure the rate of success of an event. For every 50% of brands that use hashtags, Twitter brands experience a boost in engagements while Instagram brands experience higher interaction rates.
If running live events is part of your social media campaigns, hashtags can help you gauge the success of the event to an extent. Check the captions that come before the hashtags. You can also check promotions such as discounts with hashtags and the reactions they got then use the insights for your next event.
Track Your Competitors
Tracking your competitors on social media gives you an opportunity to identify what you are up against and learn from their successes and failures too. Start by collecting as much data as you can about your competitor’s brand such as audience demographics, comments, and likes.
Follow your competitors’ accounts on Instagram and Twitter to find out what they post regularly. Keep checking the posts and how their audience reacts. Note that all of the things that the audience does not like and improve on it. Borrow their success ideas for your next campaign.
Next, review the type of content that your competitor posts. Check their main topics and content forms such as images, videos, and graphics. Pay attention to the content with the highest engagements. Lastly, check out their hashtag strategy and keyword usage.
Set up a Unified Social Media Inbox
Customers are now more demanding than ever before. They need responses quickly and if they don't get them, they will not hesitate to move to the next brand. You need to be available to answer questions promptly to meet these needs.
A unified inbox can help you aggregate all your mentions, retweets, and messages from all of your social platforms into a single inbox. This makes it easier to answer questions in a timely manner. You can also delegate some of the tasks to team members for better inbox management.
Brand Monitoring: Invest in a Social Listening Tool
Although Instagram and Twitter have inbuilt analytics tools, they can only take you so far. For instance, tracking mentions and competitors is limited meaning you will not get full insights. Social media monitoring tools can help you perform better brand monitoring with Twitter and Instagram.
When it comes to competitor analysis, a social listening tool lets you see what your competitors’ audiences are saying about them. If they are satisfied, you can learn what works and use the insights to model your strategy. If they are unsatisfied, it is an opportunity for you to present them with a better offer.
Improve Your Social Media Brand Monitoring Strategy With the Above Tips
Brand monitoring enables you to improve customer support, provide customer-centered products and perform insightful competitor analysis. The above ideas will enable you to perform better brand monitoring through social media.
Founded on facts: for peer-reviewed articles, scholarly journals, and articles cited above please see the below sources.
Twitter posts per second https://www.internetlivestats.com/one-second/#tweets-band
Social media marketing stats https://truelist.co/blog/social-media-marketing-statistics
Brand personality https://sproutsocial.com/insights/data/q2-2017/
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