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12.03.09
Making Your Enterprise More Personal Using Social Media Monitoring
 By Brian Chappell
Social media monitoring often gets lumped into very traditional departments inside organizations, and when this happens, certain aspects of the practice can be overlooked. There are many features of social media monitoring beyond its ability to help manage your brand's reputation via customer service.
When brands come to Ignite asking for help with 'social media monitoring', we think holistically with the understanding that the practice helps service many different channels inside of their brand (not just customer service).
The four cornerstones of social media monitoring are (1) Competitive Analysis, (2) Product Development, (3) Reputation Management and (4) Outreach.
Competitive Analysis
Social monitoring can be an extremely effective way to keep tabs on your competitors. In fact, depending how thorough of a job you do, you can effectively use social media monitoring to legally spy on your competitors. The kind of information that can be unveiled can be worth its weight in gold. So long are the days of wondering exactly what your big brand competitors are doing. The only social efforts that are even remotely hidden are some interactions on Facebook. Other than that, most things are free game, and can be effectively monitored. It is not difficult to unearth specific strategies and tactics your competitors might be launching in the social sphere.
Another area regarding competitive analysis that should be thought through is the metrics obtained from your competitors' overall brand health. Now that you are able to identify specific campaigns they are running, you should be able to assess the overall reaction of a campaign via sentiment analysis comparisons.
Continue reading this article.
About the Author:
With over 8 years of web design and search engine optimization experience, Brian has developed an in-depth organic search optimization background that stems from working in one of the most competitive fields around. In his work with Ignite, Brian monitors and analyzes reputations across the web, as well as optimizes facets of social marketing such as engagement, social interaction and promotion. You can find his articles published across the web and in print magazines such as Search Marketing Standard.
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