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Social media for companies: What is being whispered about?
Series, Part 9: Expert Gergely Teglasy explains how social media monitoring can help you.
Social media for companies: What is being whispered about?
The good news first: people will definitely talk about you. The only question is whether you notice it. And whether you know who is spreading what about your company on social networks. So that you can answer this question with “yes”, monitoring comes into play.
Social media monitoring has three clear benefits. You see:
1. Who says something about you. This means you get to know what the mood is towards your company and whether there are any quality or communication problems. So where you should invest time, energy and money in improving the product or service, customer service or communication.
2. Which topics concern your target group, i.e. your (potential) customers.
3. An approaching shitstorm.
Which monitoring tool should you use? Google search brings up countless lists of top applications and the most comprehensive one lists 300 “best” tools. So you can imagine how many there are. Before you try out hundreds (and waste valuable time in the process), you should create a decision matrix - preferably with the help of a social media consultant. Here you determine and weight which social networks, which countries, which languages and which activities (mentions, keywords, etc.) the tool should cover. Furthermore, whether multiple users need access, whether they access on the computer or via a smartphone app and
whether planning and publishing contributions (= posts) should be possible. Of course, the price also flows into the matrix. However, remember: If you pay peanuts, you get monkeys. The free or cheapest tools usually do little - and sometimes poorly.
At the end of this decision-making guide, you will be left with three to five favorites. You should try these out; most tools have a free trial period of 7 to 14 days. Then make your decision, observe and continually improve. And hope that either there is no shitstorm at all or that you notice it quickly before it turns into a hurricane. More on this in the next issue.
The author:
Mag. Gergely Teglasy / TG teaches at the University of Vienna, the FH Vienna and the FH Burgenland. He is the winner of the Innovation Award, advises international organizations and companies on their digital communication strategy and wrote “Zwirbler,” the world's first Facebook novel.