Social Media Listening Tools
in the first chapter we had talked about how to set your goals and your KPI s to track and monitor your social media campaign and in the second chapter we just covered all of the various platforms and the key metrics to be looking at on those platforms. In this chapter, we'll talk about how to use tools to do social media listening from a more holistic perspective. So this is taking more than just the number of comments or shares or the amount of engagement into play. It's also looking at sentiment, looking at hashtag mentions and looking at overall trends that might come up as you're running your campaigns. Some of the most popular used social media listening tools are hoot suite buffer and sprout social and you might already be using these two posts and schedule the content that you've planned for your social media pages. You might also be using these to track any kind of mentions across platforms or to look at engagement and shares across platforms. Another social media listening to...
ol that a lot of people don't tend to think about is google alerts. And so if you set up a free google alert using specific keywords, what you'll get is an email or an alert from google every time there's a new story or blog posts or anything that breaks on the internet that might contain that keyword or that phrase. So a great practice is to input your client's names as keywords and create a google alert just for that so that if somebody writes about your client or if your client gets featured in a blog post or if a notable influencer decides to recommend this product or the service to their networks, you'll be one of the first people to get this alert. You'll see it and then you can then listen or track and monitor any sentiment or any engagement that comes out of that. Some other popular tools as well. Our clout, which is a tool that looks at holistic overall social media channels and gives an account of specific score based on how much clout that account has and it's a combination of how many followers this person has, how often they tend to engage with their audiences as well as how much social equity, certain account or user has. So you can imagine somebody like Oprah has a very high clouds scores from 0 to 100 I believe she scores about 98 the last time I had checked, whereas the average person might only be in the 20 or 30th percentile, but this also helps not just for looking at your own brand a lot of times, clout, dashboards can be used to identify influencers that you might want to partner with to represent your brand or perhaps look at how your competitors are doing and how much clout they have with your shared audiences to other tools that I like to use, especially from a b to B perspective is buzz sumo and hubspot. Both are great tools to look at various competitors in the marketplace as well as to track how your own brand is doing and performing across various channels and tactics and so as I had mentioned, Hoot suite is one of the more popular social media dashboards. A lot of people tend to use it for scheduling um it's great for that. You can schedule on a variety of platforms, twitter facebook linkedin, you can even schedule for instagram on hoot suite as well. What you'll get back from Hoot suite is real time reporting of every time your brand is mentioned and any comment, any tweet anytime somebody else features, your product, your content or mentions your brand that will pop up. It's quite useful and that you can take a look at everything at once and so rather than going into each platform, you can see it all from a macro level and be able to track conversations as they're happening in real time. Another favorite of mine is buffer, I tend to like buffer because I find that the interface is minimalist, it's cleaner, it's just a lot easier to use. Its more beautiful to use, I feel than Hoot suite but everyone has their preferences buffer also will post to multiple social media platforms, so you can post to facebook twitter linkedin Pinterest, you can also schedule for instagram on buffer as well. They also have pretty comprehensive reports on when your brand is being mentioned, when it's being tagged, it allows you to see comments in real time so that you can reply those comments immediately and can really assist with your community management. So many of these tools, whether it's any of the ones I've mentioned or other ones that you may have discovered are pretty much in line with offering similar services. It's really just kind of a preference of interface as well as specific features within the dashboard. All of them offer some free version and then most of them have a premium version that you'd have to upright for if you wanted more in depth reporting in the next chapter. I'm going to teach you how to use a couple of other tools to be able to look at what your competitors are doing and how you can gain some insights by using social media listening to inform your own content strategy for your clients, all of the dashboards I just mentioned are very helpful for scheduling posts and for watching and monitoring the campaigns as they are being executed. One of the most important things to pull out of these dashboards is sentiment and sentiment is a measure of positive or negative comments that you're getting throughout the course of the campaign. It requires you to actually read the comments that are being left, requires you to actually pay attention to the details of how people are responding and engaging to the content. Some examples of sentiment can be what you see here on the screen, where people leave comments where they're cheering each other on. So it's a very positive thing. People are tagging each other, they're being very encouraging of each other and that's being shown in the types of words that they're leaving as a comment. Other types of sentiment that you might be wanting to track are positive or negative reviews. This is something that I attract quite a bit. When I worked in the hotel industry where on Trip Advisor, you would get either a slew of positive reviews when things are going well and everybody was happy. All of the guests were happy and the staff was working around the clock to serve the guests in the best ways. There would be times when other things out of our control might happen. Like let's say we had a week in the middle of the summer where the air conditioner broke for an entire week, we might have a whole list of negative reviews on Tripadvisor and so being able to track these things, monitor them and also put a plan into place to address sentiment is critical to your campaign success as well. Sometimes depending on the types of comments that would come out of the campaign, you may have to adjust certain pieces of creative or content. You may release something that you think is really funny and then the audience sees it and instead they get very offended by it. And so paying attention to the actual words that people are writing, the actual reactions and the responses that you're getting, as well as leveraging the tools that you have for social media listening, are all part of ensuring that your campaign will continue on in this fashion.