The importance of your social media presence for the success of your Australian SMB simply cannot be disputed, yet this is not something that’s as easy to define as you’ve hoped.
You see, there’s so much more to social media presence than just reading comments, monitoring likes, shares, views and even reach.
There are so many metrics worth considering, analyzing and tailoring in your social media marketing strategy (or even your entire digital marketing strategy). Sadly, without social media monitoring, you won’t be able to take full advantage of this golden opportunity.
With that in mind, here are several reasons why social media monitoring matters more than you’ve initially thought.
Finding out if people are actually listening
The first thing you need to understand is the fact that while there are a lot of people on social networks (about 2 billion people on Facebook as of 2018) and even a lot of people following your brand, you need to consider the possibility of your voice getting lost among the myriad of others.
On average, there are about 350,000 tweets posted every single minute, which is why it might be fairly easy for your own words to go unnoticed. With the help of social media monitoring, you can find out if people are actually listening. If not, you’ll get an opportunity to adjust your strategy and turn this around.
Analyzing brand mentions on Social Media
The next issue that has to be addressed is brand mentions. Sure, negative mentions are easy to distinguish from positive ones; however, is there a clear delineation or is there some sort of a ladder?
Think about it, one comment claiming that your product is toxic or hazardous is more devastating than a hundred comments from people claiming that they just didn’t like your service.
Moreover, a positive comment doesn’t nullify the effect of a negative one, which makes this entire equation much harder to figure out. With an extensive social media monitoring campaign, you just might be able to get a grip on all of this.
It’s annoying, to say the least, and it can cost you business, to put it mildly. Social networks are not limited to cat videos or gym fails, but for a brand to use its profiles solely to push their products and sell them, both through paid and organic content, is downright obnoxious and it can cause severe damage to your reputation.
The purpose of social is to get social, build relationships, and establish an emotional connection with new as well as returning customers. They are not selling platforms, and pushy marketing tactics will ultimately ruin your image. Instead, strive to find the right balance between advertisements and posts that aim to connect and inspire engagement.
Another thing you need to understand is the fact that your social media activity is about more than just traffic. Here, you need to send a message to your target demographic and hope that they will receive it.
The problem, however, lies in the fact that by default, you don’t get the tools adequate of making this estimate. Even conversions aren’t that reliable, seeing as how you’ll have no way of knowing how many members of your target group are still on the fence.
This is why you need to start by evaluating the efficiency of your message and the easiest way to do so is with an adequate social media monitoring platform.
These platforms are available on both a local and global level, which gives your Australian SMB a chance to opt for a tool specializing in social media monitoring in Australia, rather than choosing a platform that does so on a global level. This way, you get a more solid local presence instead.
Gathering actionable feedback
The issue of feedback is one of the most controversial ones in the world of social networks due to the fact that you have to differentiate between genuine comments and those left by internet trolls.
Sometimes people get outraged online by the most ridiculous things, and due to the fact that the internet provides them with the ability to say anything they want without any repercussions (often with a pseudonym), they definitely won’t hold back.
With social media monitoring, you’ll easily differentiate those who really have something important to say from those who are just lashing out for no apparent reason. This will provide you with more actionable feedback and give you a chance to act upon it. In turn, it will help you drive your business forward and even build a good reputation for your small business.
Addressing negative comments
This is virtually a continuation of the last segment, and you need to differentiate between real comments and those left to create havoc, in order to address them properly. It goes without saying, when it comes to the latter, it’s not worth even trying.
As for the genuine comments, keep in mind that just because someone isn’t thinking of their manners, this doesn’t mean that their concerns aren’t legitimate.
What social media monitoring can provide you with is the opportunity to recognize and address these comments and concerns in real time. This alone is a massive boost to your presence as a business and brand.
Looking out for new trends
One of the biggest misconceptions about social media monitoring is the idea that this is somehow focused exclusively on your own brand. In reality, you should use it to oversee the entire industry, paying special attention to your closest competitors, as well as the top dogs of the industry.
This way, you’ll always know what’s trending and be able to exploit that phenomenon in the timeliest of manners. Needless to say, having a way to keep your business up to date in the volatile landscape of the modern business world is one of the most important things for its success.
Picking the most efficient influencers
At the very end, it goes without saying that influencer marketing is one of the most important aspects of digital marketing at the moment. Nevertheless, picking the right influencer for your business is not an easy thing.
First of all, the number of followers they have definitely matters, however, this is of secondary importance when compared to the number of followers that belong to your target demographic.
This is why micro-influencers if picked from the right niche and of the right type, may bring a far greater ROI than macro-influencers. Due to the lower demand for micro-influencers, they’ll also be easier to reach out to and make a deal with.
You should use Outreach.Buzz to help you find bloggers and micro-influencers in over 38 niches including DY, Fashion, Finance, Gardening, Business and Cryptocurrencies.
To make a long story short, social media monitoring is the only reliable way for a marketer to tell if their social media marketing campaign is effective or not. Aside from this, it’s also a technique that can help you become more reactive and address various important issues as soon as they spawn, rather than allowing them to damage your business.
At the very end, social media marketing saves both your time and resources, making it an invaluable addition to your digital marketing arsenal.