Social media monitoring tools test the social media landscape over time, letting you know how your brand is performing with consumers. Additionally, with the right tools, you can track how your competitors perform across social media for the ultimate in share of voice intel.
And for a bit of icing on the cake, social media monitoring tools can put you right on top of emerging trends so you can pivot your innovation and marketing to suit consumer needs. Here, we’ll explore a few of the best social media monitoring tools for marketers and businesses, so you’re always a step ahead of the other guys.
Specifically, we’ll look at:
- What is social media monitoring?
- Social media monitoring pro tips
- Four social media monitoring tools to consider
Here are a few stats that highlight why you need a solid foundation in social media monitoring to stay ahead of your competitors:
- Social media monitoring tools are critical to capturing the voice of the consumer. Social media users topped 3.6 billion across the globe in 2020. That’s projected to reach 4.41 billion by 2025, according to Statista.
- Brands are paying attention to the growing availability of consumer data from social listening. The consumer data analytics market is on track to reach over $10 billion by 2025.
- There’s nothing like a crisis to upset the fragile hierarchy within your segment. Social media monitoring tools are your first line of defense. PwC’s Global Crisis Survey found that 95% of business leaders felt underprepared for crisis management.
If you’re unsure what separates social media monitoring from social listening, let’s dive in and take a look.
What is Social Media Monitoring?
The capabilities of next-generation social media monitoring tools can put any social media topic under a microscope to extract granular insights on themes, brands, and consumer opinion. So, what makes it different than social listening?
It’s helpful to think of social listening as a snapshot in time, whereas social media monitoring is akin to a trilogy of feature-length films. In other words, social media monitoring tools track your social listening analysis over time to expound on insights, account for anomalies, and track changing consumer perception and emerging trends.
Social Media Monitoring Pro Tips
Social listening is short-term, but if you want long-term insights into your market performance, social media monitoring is where it’s at. There are six main reasons you should prolong your insight measurement:
- Brand health tracking
- Competitive intelligence monitoring
- Crisis management
- Emerging trend discovery
- Customer care analysis
- Influencer performance and KOL tracking
None of these are within the realm of a one-off social listening analysis. Those are great for getting a feel for “now.” Social media monitoring takes today’s social listening into consideration with yesterday and tomorrow. Therefore, you not only have a feel for your market environment – you have measurable data that the C-suite can act upon. In this case, more is more.
Additionally, top-shelf social media monitoring tools running next-generation AI are fully capable of extracting measurable data and sentiment from posts with emojis, slang, and even reversed or altered brand logos in pictures without a specific brand mention.
That’s the type of coverage you should be looking for, so you’re not trying to put together a 500-piece puzzle with 400 pieces. It’s all about coverage, accuracy, and speed to insight.
Let’s look at a few social media monitoring tools to help you reign in business insight and marketing strategy from the vast expanse of social media.
Four Social Media Monitoring Tools to Consider
As we just mentioned, monitoring the conversations from social media that impact and inform your brand depends on coverage, accuracy, and speed. Additionally, you want to avoid fancy bells and whistles that lack substance, shooting instead for tools that work together as seamlessly as possible for deep, actionable, and ultimately, reliable insight.
The very first step to social media monitoring success is getting your mental framework right. Demand the best from your tools going in, so you’re not trying to hammer nails with a turnip. Tools that look pretty but just offer fluff won’t cut it if you want to stay ahead of the competition.
Keeping our three key factors in mind, let’s explore four social media monitoring tools that will keep your business intelligence tack sharp.
NetBase Quid offers the ultimate functionality when it comes to social media monitoring because NetBase and Quid are two tools living under one roof designed to work together flawlessly. Therefore, none of your data gets lost in translation between tools.
Since coverage translates to reliability in your data, NetBase Quid provides access to 300+ million social data sources authored in 50 languages with 51 months of history. That means, no matter your topic, NetBase Quid can deliver every tweet, so you know precisely how consumers are reacting to your subject matter.
Additionally, NetBase Quid offers robust reporting and alert functionality so you can deliver actionable insights to your decision-makers with the click of a button. Data visualizations on the platform not only help you uncover insight, but they also aid in sharing your intel to anyone within your organization, so they comprehend the scope of the story the data tells at a glance.
Salesforce’s Social Studio is a social media monitoring tool geared towards building a better customer experience. It allows you to monitor consumer comments and brand mentions with sentiment analysis and image recognition, so you know where and when to respond.
Salesforce can be used as a social listening complement to NetBase Quid once you know the conversational themes you need to target the most. It allows you to create content on various social platforms and respond to social users directly within the platform for the ultimate leg up on customer satisfaction.
Hootsuite has been around for a while and is a lot more than a social media account management tool. While Hootesuite does excel at aggregating your social media accounts, it also offers analytics and report functionality to help you track your performance across all your owned social media accounts.
Hootsuite integrates with over 100 apps and offers social listening and analytics in addition to post scheduling and collaboration functionality. Again, used in tandem with your NetBase Quid social intel, Hootsuite helps you take your insights in the right direction.
Loomly is a great social media monitoring tool for marketers as it’s centered around collaboration. The platform allows you to keep tabs on all your brand’s social media accounts as well as the ads you’re running. Additionally, everyone on your team can be notified when a team member updates or comments on content in the works.
Loomly not only helps your marketing team stay on the same page, but it also helps you stay inspired and create impactful content. The platform includes tools to keep your content timely with Twitter trends and event and holiday notifications. Additionally, you can build custom audience ads right in the platform for targeted ads made to reach your consumers.
Overall, tracking the conversations relevant to your brand across any category or theme is an absolute must with your social media monitoring tools. Taking those insights into a tool that can aggregate your social media accounts allows you to push your marketing messaging in the right direction while grabbing performance insight along the way.
Ready to up your social media monitoring game? Reach out for a demo, and we’ll put next-generation artificial intelligence at your fingertips, so you never miss a thing.