Social media is becoming an increasingly popular and effective PR tool.
Although social media is still a relatively young concept, small and medium-sized companies have learned how to incorporate social media into their PR strategies and marketing plans.
One of the challenges of using social media as a PR device is that it can be difficult to evaluate its effectiveness. Unlike other forms of PR, determining things like audience size can be elusive – and without the right tools, monitoring user feedback can seem next to impossible.
But all that is changing with a new generation of social media monitoring solutions. Tools like Alterian's SM2 social media marketing software give your company the unique ability to identify, analyze, and respond to brand mentions on popular social media sites. Here's what you can expect from a first rate social media monitoring outfit like Alterian:
- Data capturing and analysis. Social media monitoring begins with accurate data capture and analysis. The best social media monitoring companies offer their clients thorough analysis in a range of categories including customer sentiment, brand loyalty, audience reach, and more.
- Information gathering. Effective social media monitoring also listens for information about your customers, your brand, your competition, and your industry. It's important to make sure your social media monitoring system collects information from a variety of social media channels rather than relying on just one or two sources.
- Social media response. Accurate monitoring is only part of the social media PR equation. The other part involves generating informed responses that engage your online customers in a meaningful way. Alterian and other experienced social media monitoring providers are experts at helping their clients respond in a manner that is measurable and effective.
- Engagement & dialogue. Unlike any other form of PR, social media PR is a two-way conversation between companies and customers. If your company relies on social media PR, your goal is to enhance the level of engagement and dialogue with current and prospective customers. Social media monitoring helps you do that – but only to the degree that your social media monitoring solution values engagement as a desired PR outcome.