People now not only post personal information on social media, but also share their brand experience there. Although this makes negative reviews more widely known, it first provides an excellent opportunity to increase brand awareness and reach a wider audience, while also driving sales.
When someone puts a tag about you on a post, you will be notified on social media channels, but people are more likely to chat without letting you know. Therefore, usually you can only see a small part of what people think and talk about you.
Social media monitoring tools are the best way to follow your brand on social networks. Why do you need to invest time and energy in such tools? According to Social Media Today, 71% of shoppers’ purchasing decisions are heavily influenced by social media. Is this not convincing enough? Read our 5 tips on the benefits of social media monitoring tools:
1. Answer customer questions
Nothing is perfect. Sometimes the company makes a mistake and the customer gets frustrated. At this time, some people will share issues with the brand on social media. If you want to make up for your mistakes, what better way than to use first-class solutions to provide quick response?
Social media monitoring tools help to detect complaints occurring and fix them before they can damage the company’s reputation. Ensure good communication between all departments in order to respond quickly to any problems.
For example, as shown in the figure below, JetBlue does its best to let their customers know that they will be taken care of by the company. Even if the company cannot make the aircraft’s engine work faster, the airline can at least provide the latest flight status.
2. Share customer praise
People post more than complaints on social networks. Many of us also use social media to share our favorite products. Use social media monitoring tools to easily find positive feedback and responses.
When it comes to social media communication, Starbucks seems to be the best example. As shown in the figure below, by talking to a happy customer, Starbucks not only ensures customer loyalty, but also promotes cross-selling.
3. Monitor rivals’ competition
Social media monitoring tools are the holy grail of competition tracking. With this software, on social networks, you can track the behavior of competitors in different aspects:
What they shared
How they communicate with customers
What customers say about them
What strategies do they implement for online brand building
What mistakes did they make
The sweetest part about social media monitoring is the opportunity to take advantage of the mistakes made by competitors. Find customers who are displeased with competitors and help them.
Picture: Close.io succeeded in attracting competitors’ customers by providing help at the right time.
4. Identify development trends
Monitor trends regarding your product or service usage and industry news, and adjust your product line accordingly. Take a look at how Lipton successfully applied monitoring tools to determine the main trend of its new Indian tea.
When do people talk about tea and how the seasons affect it:
Gender statistics, most popular flavors, and advantageous ways to brew Indian tea:
Source: Anser Aly, Senior Global Brand Manager, Unilever, speech on performance marketing in Moscow
5. Discover industry influence
Regardless of the industry, you can easily see that some people are more famous on social media. These people are called influencers. Companies are actively using their popularity to promote the brand. Monitoring tools are a good way to find such influencers.
With this tool, you can also listen to the dynamics around influencers and determine their relevance to your brand. Finally, simply contact the relevant people and get a profitable endorsement contract.
Image: Victoria’s Secret promotes their products through popular beauty blogger Sonya Esman.
