Monitoring

In the realm of social media, monitoring actively tracks, listens to, and analyzes what people are saying across a multitude of social media platforms. It's about gaining insights into public sentiment and staying on top of your brand or business performance at a nearly instantaneous pace; and that close watch is not just on comments that directly mention your brand or business. Social media monitoring requires a near-obsessive focus on any and all indirect mentions that come your way through keywords or phrases that are relevant to your industry, your competitors, or your campaigns.

Who's saying what, to whom, and why? What do these conversations mean for your strategy, your audience engagement, or your reputation? Of course, these days, it's virtually impossible to keep tabs on all of these conversations manually, so what are brands even doing to practice the art and science of monitoring?

Well, they are employing tools and specialized platforms from the realm of social media analytics. In doing so, they are making from raw data a more digestible story that is more useful for guiding day-to-day decisions and longer-term strategies around social media engagement.