Social media listening is where it all starts. Before you publish content, advertise on social networks, and measure your success, you need to determine what people are saying about you and where they're saying it.
This week we will look at best practices for social media listening, engagement, publishing, advertising, and measurement. But social strategy starts with listening, which is where we will start today with 10 best practices for social media listening.
- Research where people are talking about you. Tune your social antennae, so to speak, to the right channels to make sure you're devoting proper coverage to monitoring the right channels.
- Go beyond Facebook and Twitter and monitor the entire social web. The major social networks aren't the only places on the web people are talking about you, so look at smaller sites that may not be on your radar.
- Create a keyword list that extends your listening reach beyond profile mentions. Look beyond profile mentions at business and industry keywords that may include you.
- Make listening a company-wide endeavor. If someone within your company comes across a mention of your brand on the social web, create a process for them to report it.
- Develop relationships with influencers with your industry. Since influencers are regularly talking to your customers and potential customers, they are in a position to deliver authentic feedback.
- Create categories to organize mentions. Assigning categories labeling content will make it far easier to report and understand what people are saying about you.
- Draft reports to help shape future marketing endeavors. Creating reports to make sense of it al is the only way you'll glean insight from what the data is telling you.
- Create a crisis management plan before it's too late. Put something on paper and be prepared, even if it means scheduling a meeting with multiple stakeholders in your company.
- Automate what you can, but don't remove the human element. Figure out what can and cannot be automated, and allocate human resources where it makes sense.
- Sentiment analysis is a mixed bag, so fine tune the results. Always take a sample of your analyzed content and make sure it generally looks properly tagged.
Check back every day this week for more social media best practices!