Today, social networks are key channels for the growth of a business, but their potential is often neglected by entrepreneurs who decide to entrust the management to grandchildren or children who “are always attached to the phone and know how to use these things.”
But the strategy on social networks is not just funny picture or copy-paste link: serves to plan, monitor and make ad hoc campaigns. At stake is the credibility and reputation of the company, which is the image that the brand is able to play the popular imagination. So improvisation is banned, even when you share a post of real-time marketing.
Social networks are weapons that can blow up the brand, either downward or upward: as such require expertise!
We must sharpen the ear and learn how to transform the listening of conversations generated by users (with likes, shares, comments and posts) in a given readable and improvable.
Here are some tips to monitor your strategy!
Social media monitoring: listen and understand your followers
Posts, shares, insight: if you want to learn how to read the data of your posts you have to know these terms and above all the major social networks, choosing those which want to operate. Facebook, Twitter, Google Plus, Instagram … the network proposes many, but you must not be too optimistic not think of subscribing to all and be able to manage them all efficiently. It is not possible.
Without a question, and give yourself an answer. Ok, ok we do
- Who are your followers? This question helps you understand who exactly the users who follow you on social networks are. If the vast majority of the like are made by your grandmother, you have to change something. If, for example you have a consulting company you will need to focus on professionals and entrepreneurs; but if you run a cosmetics channel definitely fashion victims will be your major stakeholders.
- What do your competitors? You’ll want to create an Excel file, write the names of your competitors and what are the social networks that use; the frequency of their updates and especially what are the post that they get more successful. Picasso said “a good artist copy , great artists steal .” This maxim also applies in your work trying to make the best of the competition and adapt it to your company. Your competitors are not antagonists, but opportunities from which to take the best. Take them as a reference will help you determine what goal you want to achieve.
- What are your goals? To answer this question you should understand why you decided to open your company channel on social networks. The answer is not obvious: for example, many companies need to understand what is the sentiment of its customers, what consumers think about the company and how they would react to the proposal of new products. In this case, the page can serve for testing.
- What are the contents that arouse the most interest? You must try to understand what the posts that generate multiple results are, also analyzing the keywords and tone. By the time you can concentrate more on content of different types, united by the same degree of involvement.
Monitor your social media marketing strategy does not mean exclusively deliver to the customer a copy and paste report, with data taken at random and with no conclusions. To do a good job you have to know how to read the data and, based on these create a proactive strategy, make it clear to the customer by motivating features drawn any future activity.
Starting from the data will improve the strategy and achieve results, even managing to handle the crisis generated by complaints and slips of your company.