Adding social media to your marketing arsenal
Social media monitoring enables organizations to learn while campaigns are in motion, and to make adjustments to those campaigns in real time. But it also gives those same organizations the ability to deepen their reach, and engage directly with interested consumers in the moment.
Gathering social media data: Know what you want to measure
Before you can leverage the insights you glean from social media research, it’s critical to first determine the objectives, metrics and data that will best shape your marketing campaign’s focus. Having clear campaign goals, detailed user demographics, good social media monitoring tools, and the ability to interpret the conversations you’re hearing are all crucial components.
Social media monitoring was one of the reported hot areas in 2011. 80% of survey respondents stated that they monitor for brand mentions in real-time, near-time or a few times a week, with 14% planning to do so in 2012 with the same frequency. This will bring the total of companies monitoring social media at least a few times a week to 94%. Social media monitoring for industry conversations also saw a peak in 2011, reaching 75% of respondents. Industry conversation scans will be adopted by another 14% of respondents in 2012, bringing the total number close to 90%.