Social media monitoring is integral to the ultimate success and impact on organizational use of this medium. Company use of social media to perform public relations efforts requires evaluation of the material, the responses from the audiences, and the effectiveness of persuasion in the message set. It is critical to survey the online landscape and monitor what people are saying about your product so that the company can implement responsive and proactive strategies to address criticisms and concerns. Obviously this will require a commitment of time and resources, in addition to knowledge of the proper Internet sites that should be incorporated into monitoring efforts to increase efficiency in the process. Monitoring is a strong tool in examining the persuasive messages utilized by the company and determine both the positive areas of impact and ways to critique social media offerings.
- Is the message reaching the intended audience?
- What are the misconceptions being generated?
- How can we now shape the message to combat misinformation?
- Are we achieving positive message sharing and growth?
- What potential target audience is the company unaware of?
Perhaps my best advice is to be ready to accept the positive and negative topics you will encounter. Do not enter into this process if you cannot check your ego at the door, open your mind, and learn from comments you may not appreciate but have the potential to improve your brand. Please comment, what kind of advice or experience do you have with monitoring?
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