Social media plays an important role in a business’s success these days. Potential and current customers take to the web to conduct research, interact directly with the business, and have customer service concerns and questions answered. Businesses need to monitor their presence on the web using social media monitoring tools. These tools develop reports that can give businesses important information about how their brand is perceived on the web, how to improve their products and services, and how to extend their reach and outsmart the competition. However, many businesses do not know how to effectively conduct social media monitoring, and many mistakes are common in businesses across industries.
1. Lack of Objective
Business’s social media monitoring plans need to have clear and well-defined objectives. Businesses need to identify the goals of their social media monitoring and the specific ways they will achieve these goals. Many businesses jump into social media monitoring and start analysing discussions of their brand on the web long before clear, achievable objectives are in place. The result is an inconsistent and even confusing social media monitoring report that leaves the business with little valuable information.
2. Neglecting Available Channels
Navigating the vast World Wide Web is intimidating. Many businesses focus their social media monitoring efforts on just a few websites or channels. As a result, they overlook potential interactions and conversations happening on other spots on the web. A social media monitoring strategy that is too narrowly focused paints an inaccurate portrait of the business’ place on the web.
3. Poor Reactions
Part of a business’s social media monitoring strategy requires interacting with individuals through the web. If a customer is complaining about the business using social media, many businesses get defensive, blame the customer, or simply ignore the complaint. Reacting poorly to negative chatter about the business on the web is a mistake that can have long-lasting repercussions should other customers see the business’ mistake.
4. Overlooking the Competition
Social media monitoring requires more than just assessing one brand. It gives businesses the unique opportunity to analyse their competition as well. However, many businesses neglect this highly useful aspect of social media monitoring. Businesses that focus only on their brand and fail to assess the competition are not making the most of social media monitoring.
5. Failing to Engage
Social media monitoring is not passive. In order to make the most of a business’s social media presence, the business must be an active participant in social media conversations, first analysing its monitoring reports and then engaging potential and current customers through social media. The social media strategy must go beyond monitoring to regular engagement and interaction with customers. Many businesses stop at monitoring, failing to create that important personal connection with customers.
6. Ignoring Results
Social media monitoring reports are only useful if businesses use this helpful information to improve their brand. For example, if social media monitoring reveals that customers are not pleased with a specific product, the business can use this information to improve the product and, thus, please their customers. Social media monitoring is extremely useful in collating customers’ suggestions to improve products and services. Businesses that ignore the valuable information generated by social media monitoring are not using this tool effectively.