Does social media SEO
Social Media Monitoring Term Explanation and Definition
Social media monitoring - a term with many meanings
With the help of social media monitoring you can observe brands, people and competing companies. It is an instrument with the help of which sources can also be searched for search terms (keywords). The aim of social media monitoring is to filter posts from social media and prepare them in a user-friendly manner. If the social media platforms are used correctly, a company can turn monologues into dialogues and strengthen customer loyalty. For most internet users, social media monitoring is a word with a vague meaning. This is largely due to the fact that social media is becoming increasingly networked and unmanageable. The Federal Association of the Digital Economy (BVTW) has therefore created new guidelines for social media monitoring. With the help of these guidelines, the primary communication channels in the social web are to be more easily defined and segmented. These principles should apply across industries and standardize the categorization of media content. This promises to improve the quality and informative value of monitoring data. The guidelines should also apply to data analysis.
Corporate benefits of social media monitoring
A company can benefit greatly from observing various networks. In this way, it can determine how the company is being talked about and discussed on the web, who is discussing and where the communication is taking place. The answers to these questions can lead to new business strategies and help improve products and services. Online communication takes place on many channels. The social networks are only part of it. With the help of social media monitoring you can analyze many different sources. This gives you information about freely accessible and relevant content on services, products, competitors and opinions in your own company. Web monitoring is not assigned to a specific industry. No particular company size is required to use this online analysis option. There are still a number of misjudgments circulating about this analysis option. Many entrepreneurs classify web monitoring as an information risk for the company. But almost 50 percent of those surveyed in studies consider monitoring per se important, 45 percent even consider it very important. Of course, not all posts that identify modern social media tools on the World Wide Web are relevant to the company. Appropriate software can, however, filter out the really interesting contributions. There are big differences in the quality of the tools. Some high-quality tools even have the ability to recognize the relevance of the sources with regard to certain topics. Authors can also be filtered according to such criteria.
How do companies use social media monitoring?
Many companies market their products via social media channels, but not even a third conduct targeted analysis of the content from the social networks in which the company is represented. Companies still mainly use monitoring to observe the competition, for market research and to identify trends. When a company does social media monitoring, it seldom hires external service providers, but lets almost 93 percent do it in-house. Three quarters of the companies use special software for this. Manual analysis is still well represented and often takes up more than half of the total analysis effort. Often it has to do with the fact that companies are not aware of suitable tools. Within the company, however, the monitoring is mainly carried out by specialists. For many companies, however, this topic is not as topical as it could be. In the company, it is often unclear who will be responsible for monitoring. A lack of resources is just as often a reason. Other hurdles are the feasibility of the results, the complexity with which the results can be interpreted and often legally unknown territory. The bottom line, however, is that almost 70 percent of companies consider social media monitoring to be necessary, even if they are not yet using it themselves. If there are critical contributions to the company online, many companies do not yet react as professionally as they should. If they are affected by negative posts, around 19 percent opt for a reply and 15 percent even delete the post. Almost 60 percent do not react at all. Most use social media monitoring to analyze customer behavior and often also draw ideas from the posts. The main reason why companies do not use social media monitoring so intensively is that they cannot really see the company's benefits.
Chances and possibilities of social media monitoring
Social media monitoring is particularly popular in marketing, public relations and corporate communications. The demand for this market research option is also increasing in product management. There are over 200 tools that are used for social media monitoring. But just 20 of them are really applicable across industries and can be used by different companies. Many of the tools are individually tailored to customer needs and therefore cannot be transferred to other companies. And there is still no tool that covers all functions. Large companies that have strong market research departments view the possibilities of social media monitoring rather critically and consider them to be limited. Companies that address customers directly see at least as great a benefit in direct dialogue as in market observation in social networks. Even if computers can measure the use of certain terms, people are still required to be able to grasp the relevance of a statement in terms of content.
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