Social media monitoring is a vital consideration for any modern business. Figures from Pew Research show that close to three-quarters of all internet users are active on these platforms, which demonstrates the importance of being able to listen and react to their conversations.
Close to 2 billion people are using social media around the globe this year, with around half of those (more than 900 million) living in the Asia-Pacific region, according to eMarketer.
Many organisations assume that as long as they have a presence on these sites, they will be able to effectively monitor the conversations being held among their audience. However, with many consumers choosing to air their complaints and concerns on social media, without even connecting with the company in question, much more needs to be done.
Social media monitoring gives businesses the ability to track mentions of their brand, products and company name beyond their direct followers. If you are implementing a media intelligence strategy, here are two key reasons why social media should be at the top of your list.
Keeping up at all hours
Whether your company operates across a typical nine-to-five day or is accessible 24 hours a day, your ability to read and respond to social media messages is likely to be limited to a few moments each working day.
Unfortunately, your customers are active at all time - which means that their comments and complaints can quickly disappear into the mass of information, left to be undiscovered when you log back in.
Research from Twilert found a massive 130 questions posted by consumers to brands on Twitter are ignored every hour. This could be in part due to 60 per cent of mentions being shared outside of normal working hours. Yet, close to three-quarters of consumers expect a brand to answer their Tweet within an hour of posting, and 38 per cent admit they would feel negatively toward a brand that failed to respond in that time.
The ability to rediscover these mentions and respond within a timely manner is crucial - which is why real-time social media monitoring can be beneficial.
Tracking indirect mentions
If you rely solely on the messages you receive directly, you could missing a huge portion of consumer conversations. Figures from Twilert show 30 per cent of all Tweets directed at companies do not contain the business's Twitter handle.
Without monitoring strategies in place, you could easily miss these mentions, leading to disgruntled customers being lost forever.
Keeping your ear to the social media ground is vital for engaging consumers in active and ongoing conversations. Rather than focusing only on the customers you already have in your audience, remember to track mentions to discover the individuals who may be talking about your brand from afar.