Monitoring and Preparing for Social Media
Today, everyone seems to be watching the web and social media. However, if they are not properly monitored, they cannot benefit the different departments in a company strategically.
Monitoring the web in regard to the brand, the company and the industry are equally important factors in order to position and to integrate the company on the web and in social media.
It is imperative to start with monitoring. Before diving into social media, it is important to build a community, to bring it to life… We take the time to listen, to map out the ecosystem of the brand: What are people saying about it? Who are they talking about? On what platforms? To what end? Where are the competitors in all of this?
Yes, but I know all of this because I am using Google Alerts.
Google Alerts does not do everything. It does not reveal the influencers or the tone of the entries. Furthermore, it does not allow you to analyze a certain time period or to classify different conversations.
There are many monitoring systems that exist. After searching and testing different systems we couldn’t just pick one. Therefore, we combined different platforms to meet our daily needs in terms of monitoring, analyzing and overseeing conversations that are happening on the web. Although no tool is perfect, some do distinguish themselves by their performance.
Here are our four monitoring systems:
1. Radian6
2. Alterian SM2
3. Scoutlabs
4. Sysomos
Without going into detail concerning the study, I personally have a preference for Scoutlabs. It’s interface is ultra intuitive, very clean and completed with good graphics.
You can check out some of the features of various monitoring tools in the screenshots below:
The volume of entries, according to media – Scoutlabs
The different emotions identified in the content – Alterian SM2
The tone of the entries – Scoutlabs
Demographic information about people mentioning the brand- Sysomos
Gatorade teamed up with Radian6 and IBM in order to effectively monitor its brand.
Be sure to check out the video below:
Anne is VP Operations at Ebullition.
