In the early days of radio, and subsequently television, the stations had monitors.
These people were hired to view and listen to broadcasts and check on the quality of the video and audio being transmitted. In 2020 and the age of social media, some experts are suggesting that brands incorporate social media monitoring into digital and marketing strategy.
In the current crisis, these efforts have become crucial for monitoring a rapidly changing situation.
What is social media monitoring?
Social media monitoring allows brands to track mentions on multiple sources and respond in a timely manner. Some of the areas include reviews, questions and complaints about services or repairs. It’s an immediate and spontaneous strategy which places all search parameters and mentions in one location.
Social media monitoring is sometimes confused with social media listening. The difference is that the latter involves looking at a more comprehensive view of all the data and formulating or changing the brand’s marketing plan. Social media monitoring attempts to be an immediate response while social media listening is passive.
The two are often combined and work well together, but have different end goals in mind.
Why it matters