Why Monitoring Your Business’ Social Media Matters
Social media isn’t just about connecting with your friends anymore. It has become a revolutionary tool for businesses. Social media marketing helps businesses grow and engage their audience on a more personal level. It has also given customers a “new” voice by encouraging to share opinions, questions, and concerns. Social media has forever changed the way we communicate with our customers. It’s not as simple as transferring our personal social media habits to the business world, though. Social media marketing requires strategy, time, and consideration.
Social media monitoring is about “being in the right place at the right time.” Businesses should track real-time conversations of industry influencers. The key is filtering out all of the “noise” of irrelevant posts to focus on the messages from users who could become visitors, leads, and customers. According to Twitter, there are over 350,000 tweets sent per minute, and 500 million tweets per day! Reading all of them would be impossible, but with the right tools and best practices you can build a social strategy to increase engagement and generate leads.
FOCUS ON YOUR BUSINESS OBJECTIVES
As with any campaign, it is important to establish goals for your social media strategy. Always think in terms of your best customer first 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). Then you can compose tweets and posts that discuss possible solutions. If you are trying to convert more leads into customers, focus only on those leads by providing additional offerings relevant to their needs.
MONITOR THE RIGHT KEYWORDS & TERMS
When monitoring search terms or hashtags, seek out key phrases and terms that illustrate pain points 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 them into 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 of competitors in your industry to see what they are working on. Refocus your 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 and respond accordingly.