Social Media Monitoring as a Supporting Process for Reputation Management
Social media is the canvas on which the whole world reads along. Better safe than sorry remains the best strategy. We’ve come to a point when social media monitoring is mandatory for every communication strategy. There are opportunities for webcare, lead generation and reputation management.
Get Signals with Media Monitoring
Social media monitoring gives you the opportunity to not only identify what people are saying about you, but also what is happening around your stakeholders and competition.
Monitoring gives you an extra set of eyes to spot opportunities, threats and areas for improvement. Keeping an eye on your brand name, competitors’ brand names and relevant keywords within your industry, you can get a quick overview of what’s going on and how you position yourself in the market. By reporting to the management, you are able to quickly demonstrate the activity on social media around the organization and where the opportunities lie.
Crisis Monitoring — Rapid Resolution
Many organizations fear that they will be overwhelmed by people on social media. The utilization of alerts prevents a brand from being too late in anticipating and managing a trickier situation. For example, many businesses use tools such as Google Alerts, which make it possible to get notifications whenever your brand name is mentioned.
From Media Insights to Actions
If you already use social media monitoring tools, you can set up alerts via e-mail or SMS. Monitoring is also useful when there is increased positive talk on social media about your brand. This way you can seize every positive publicity opportunity.
Monitoring ensures that your organization is aware of everything, positioning yourself to quickly identify situations at an early stage. Responding to messages or any other action to address a situation is a crucial next step. This is where webcare comes in. Do not only respond to negative messages, but also reward those who mention positive things about your brand.
Encouraging Support within the Organization
Transparency in work processes provides more support for social media within your company. Since employees and management become aware of the effect of social media on a brand’s reputation, shorter lines of communication are created.
On one hand, this makes internal communication easier when a social media response or a statement is needed. On the other hand, short lines of communication lower the threshold for reporting and communicating about social media.