Just consider how the meaning of ‘monitoring social media’ has evolved from an optional to a critical aspect for many businesses. The approaches to social monitoring have changed, and businesses must adapt. Key social, cultural and technological shifts have impacted the media sector. Are you keeping up with the changes?
In the past, social media was considered as a ‘gadget’ and not a concern for companies, organisations, and different institutions. The earlier adopters of social media monitoring were mainly public relations and advertising agencies, who used this monitoring as an additional means to manage their clients’ online brand reputation.
As the amount of information grows, particularly in social media, monitoring can become time consuming and less relevant. Therefore, analytics are becoming more and more important. Analytics are more focused on aggregated information, providing trends, summarized reports, tonality or competitive information. Moreover, clients are tired of dealing with multiple tools.
Nowadays, too many companies choose the monitoring and measurement tools before planning, measurement and evaluation takes place. In the future, social media will be used in every field of life and organisations will take the time to do cross departmental planning. Marketing, customer service and PR teams will join together to use similar frameworks, tools and metrics that can be used for integrated reporting and strategy.
To read more and find out some tips and easy strategies that you can use to understand and manage your social media monitoring, please download the step by step guide to social media monitoring & analysis.
This article was first published on Kantar Media