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02.09.09 Managers Guide To Social Media Monitoring  By Brian ChappellIn my opinion, social media monitoring is one of the most important aspects to any Internet marketing initiative today. Tight integration with offline and online campaigns is a necessity and organizations need to have the right procedures in place to fully take advantage of conversation about themselves and their competitors online. The following is a guide to social media monitoring. Before I get into the nuts and bolts of the article, I want to emphasize that each company needs its own strategic thought and implementation - and that no two companies should have identical forms of monitoring. Each brand is different, each website is different, and where people talk about your company and what is being said is going to vary. With that in mind, I present to you the Social Media Monitoring Funnel. The Social Media Monitoring Funnel offers you a pragmatic approach to understanding the complex world of monitoring. 
Social Monitoring Tools Establish which tools you want to use to capture the conversation, whether they are paid or free custom solutions. The tools you decide to use will impact the rest of the social media monitoring funnel, so choose carefully. Keyword Targeting Implement specific keywords that allow you to monitor your brand, target significant players in your organization, and keep tabs on your competition. This is also a point of entry in the funnel where you should be doing ongoing optimizations to refine your keyword data set. Noise Elimination Eliminate spam sites that litter your feed and remove off topic mentions by building out negative key phrase lists. Blacklist specific sites that you do not want appearing in your feed. Refined Mentions Utilize your refined mention feed - watch the conversation. This is also an entry point of the funnel where most of the day-to-day monitoring takes place. Read, analyze and act. 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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