If you’re only occasionally posting updates to social media, doing so directly within each platform works well.
For businesses looking to post frequently across multiple platforms in an efficient way, there’s no doubt that investing in a social media management tool, like Hootsuite, is the way to go.
This post examines an additional benefit of using HootSuite—monitoring keywords through social listening and applying the results to your overall digital marketing strategies.
What is social listening?
Social listening is the act of monitoring various social streams for mentions of your company, products, or keywords relevant to your business that people across different channels may be talking about.
The idea of social listening is pretty straight-forward, however, putting it into practice is only easily done with a third-party tool.
What should you monitor on social media?
Identifying what keywords to keep track of may vary across industries and from business to business. Generally, you’ll want to set up monitoring streams for the following categories:
Your business name and any associated slogans
Names of prominent people within your business (CEO, owner, etc.)
Names of your products
Competitors’ business names and products
Relevant industry terms
Keywords relating to common problems your business addresses
Any branded or unbranded hashtags associated with your business or industry
Don’t forget handles for your business and competitors if they’re different from the business names
How do you set up social monitoring streams in HootSuite?
This is an answer best left to HootSuite. Check out the video below for step-by-step instructions.
If you’re using a different social publishing and monitoring platform, or evaluating which is the right solution for your business, check to see what types of social monitoring capabilities the software has.
What can you do with your social monitoring data?
1. Use social monitoring to ensure you’re responding to relevant mentions. If you’re paying attention to when people are talking about your company or your brand, even if the conversation doesn’t take place on one of your owned social pages, it enables you to join the conversation.
Participating in conversations like these, whether they’re a positive, negative, or neutral can show others who may be part of the conversation that you’re engaged with your brand and how you respond may happen to win over some new customers for you.
2. Learn from your competition. We’re not suggesting you blatantly copy what your competition is doing, but if you can see that they’re outperforming you socially, it’s worth taking note and seeing whether you can incorporate similar strategies.
3. Use social data to inform your content marketing. If you’ve ever been out of ideas for what to write about on your blog or unsure about whether to invest time and effort into a larger campaign, taking stock of what people are talking about on social media can be a good test of whether an idea will resonate with your target audience.
4. Monitor both data and individual messaging. Using an add-on tool like HootSuite insights can consolidate your efforts into at-a-glance charts and graphs. And while looking at the data is great for monitoring overall sentiment, don’t forget to keep tabs on the individual streams you’ve set up to get a true feeling of what people are saying about your brand and other monitored topics.
Like any digital marketing effort, monitoring social media for relevant information you can actually use will take some time. But the resulting insights you can potentially gather are well worth the investment.