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Inbound Marketing Blog

    Social Media Monitoring Fails

    Posted by Angela Suico

    Are You Mishandling the Power of Social Media?


    Social media is a powerful thing, and just like Voltaire (and Ben Parker) said, “With great power comes great responsibility.” If that power falls into your fingertips, you need to be careful that you’re not making any major missteps. Check your own practices against these social media monitoring mistakes. Is there something you need to change?

    1.) Using the Wrong Targets

    Some companies track their social media according to how many followers they have. But if nobody’s sharing their posts or engaging with their content, that number does not matter all that much. A business with a high follower count but no engagement is like a musician with sold-out shows that nobody ends up going to. What matters is the interaction, and the really savvy companies know this. So instead of focusing on follower numbers, pay attention to metrics that track more specific things, such as click-thru rates, comments, and shares. 

    2.) Not Looking at Other Company Profiles

    Whether you look at the competition’s social media for inspiration or just to check out what they’re doing, some covert social spying can be beneficial. Maybe they’re doing something you’re not. Maybe they’re offering content that you don’t. Maybe they’re generating a lot of engagement through a contest or some other means. Whatever your competition is doing, you should keep an eye on it. You may just get your next great idea by observing their actions, then doing the same thing—only better.

    3.) Not Looking At Other Profiles In General

    You don’t just have to keep your survey to companies within your field, though. Looking at companies that have high engagement can be valuable, too. Ask yourself what things they’re doing that are succeeding, and what you could do to recreate that success with your own profiles. Follow other businesses and keep an eye on their social media strategy. You might learn a thing or two.

    4.) Not Tracking Engagement

    Your social media strategy will only get better if you track people’s engagement with your site. Review your social media profiles to see what items get the most attention. What is it about those posts that appealed to people? Make note of this for your future social media strategy. Also observe when users seem to be most active. A well-timed Tweet or Facebook status could make all the difference.

    5.) Not Watching Out for Hackers

    Check out your own profile every now and then to make sure the right posts are being published, because you never know when a hacker may start wreaking havoc on your account. Any odd content can send the wrong message to your followers, and though some of them may realize that something is amiss, others might not pick up on that fact. The whole thing could snowball faster than you realize, so keep a careful eye out. While stopping hackers from taking over may not always be possible, you can at least make sure you’re watching for deviant posts.

    6.) Handling Complaints Poorly

    Social media is one of the most effective ways to reach a company with a complaint, so you should always respond to these comments and provide a resolution. Do so in the most timely manner possible, because according to the RightNow Customer Experience Impact Report, 50% of customers typically give brands a week to respond to their complaints. Otherwise, your competition might just be receiving new business; some 89 % of consumers turn to a company’s competitor following a poor customer service experience.

    7.) Tackling Too Much At Once

    Just like it’s a bad idea to focus on numbers, instead of engagement, it’s also a bad idea to spread your attention between many different social profiles. Don’t be a jack of all trades, and master of none. Instead, focus your attention only on where your customers are most likely to be. It may also be worth your time to look at different social media monitoring tools to see which can help you track your social media presence. Social Media Today has a lengthy list of tools that social media managers can use. Most of them do require you to spend money, but a few are totally free.

    Gone are the days of people thinking that social media is more than just a ReTweet here, and a Facebook like there. It’s all about sharing with and talking to people, and part of doing that is figuring out what ignites their conversational fires. If you haven’t devoted a lot of time to doing that, there’s no better time to start. Focus on the right factors, analyze what works and what doesn’t, and keep an eye and ear out for what your friends (and enemies) are up to. Social media monitoring can be a great boon for your business. You just have to handle it in the right way.

     

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    Image credit: janoon028/freedigitalphotos.net

    Topics: Social Media