However, it is well worth the time and investment, because a community can make or break your brand. Red Bull is a great example of a brand that hit the sweet spot with community support. The drink thrived on and owned the somewhat controversial image it had in the 90s - with rumors to battle at every step of the way.
It appealed to the edgy, youth demographic and slowly, but surely evolved into a lifestyle brand associated with sports, music, and media. Last year over 6 billion cans of Red Bull were sold worldwide - a remarkable number for a drink that made it to the market just thirty years ago Coke for example, was founded in The simple answer here is this: there is no one size fits all.
It depends on your priorities and business model. The higher the number of likes, shares and comments on your post, the more engaged your community is.
You want to engage your community as best as you can and in the long term, grow a community of users who thoroughly like interacting with your brand or keyword. Once your community is more mature, you can consider delving deeper and monitoring the quality of engagement per post - this gives a picture of overall community health.
Often, spotting early adopters and engaging with them can greatly help with this. This is what makes up the traffic and visits to your website from your social media efforts. This is a purely quantitative metric and compares your social presence with that of your main competitors.
Share of voice also gives a good idea of the social networks that are working well for you and those that have room for improvement. For example, B2B businesses usually see a lot of growth via LinkedIn for both paid and organic and B2C businesses usually stick to the tried and tested Instagram or Facebook.
Sure, as I said before, it's really about how engaged your community is on social, but in order to stay in business, it's vital that you keep growing your audience. Put this number into context over a period of time and you'll see which posts exactly led to new followers.
Armed with this info, you can go on to create posts that replicate success so you don't end up as an internet one-post wonder. A quick glance at the posts and the overall sentiment behind them can spare you the guesswork. Sentiment is a helpful indicator of how your brand is perceived on social media and is vital for fast growing businesses. These are the main metrics I look at when analyzing our social mentions. We've covered more of these metrics in our Social Media Listening Guide.
I also tend to look at factors such as the profiles of our followers, visual mentions, and comments, among other things. Social mentions, when combined with social listening, can be a versatile tool which you can use for a number of purposes beyond simply growing your brand and community on social networks. A useful hack when planning your content calendar, is to work backward so that you write about what your customers want to read rather than the other way around.
And the best source of this information is social media. What is your core audience interested in? What does it want to learn more about? What will it be interested in, today, tomorrow, in a couple of weeks? Social mentions provide the answer to all of these questions. Analyzing posts mentioning your keyword and digging deeper by finding topics closely related to them can give you a good idea of emerging trends or topics that your target audience would want to hear about and you can then develop your content calendar accordingly.
A hashtag tracking tool , for example, provides a very easy way to do this. Talkwalker - hashtag tracking. For instance, if I look for social mentions for Sephora, I can see that instamakeup is an emerging topic. Going by the information in the screenshot, a content campaign in conjunction with Anastasia Beverly Hills or Huda Beauty around the theme of makeupaddict on either Twitter or Instagram could really pay off for Sephora.
Enter online reputation management. Social mentions play a huge role in anticipating communications crises - emerging themes or hashtags as shown above can be a very good indicator of an impending crisis. Deutsche Telekom is a perfect example of a brand that responds to social mentions and reacts to them in a timely manner before they get blown out of proportion.
Or more importantly, what their pain points are. What would make their lives easier? The answers to these questions can more often than not be found on social media and passing this onto your product team could mean exciting things for your consumer base and not-so-exciting, but necessary things for your product team.
Tracking and analyzing social mentions may seem like a Herculean task - but having the right tools makes it achievable, if not easy. Since SMBs and fast-growing companies are often constrained by budget and resources, these tools are the perfect picks for them. Free Social Search allows you to do is search all social networks at once for your brand mentions or your hashtags, pulling up a list of relevant posts with details on engagement, reach and sentiment of each.
It also organizes your data by channel, demographic, and geographical data. Most importantly, you can use this tool to research and predict emerging trends that allow you to plan your next big multichannel marketing campaign. The best part about it? Talkwalker - Free Social Search. For example, looking at the screenshot above, Magnolia Bakery in New York City could consider a summer dessert line featuring their cupcakes because summer is an emerging theme and cupcake appears twice in the related hashtags.
This drives home the point that it is probably one of the most popular items on their menu. Hootsuite's free plan allows you to set up a stream and monitor your keywords or hashtags using their streams layout. The best part about this tool is its ability to manage and monitor up to three social profiles. It makes your data actionable. You can, for instance, use the streams to find compelling content for your target audience and then post it on your social channels.
TweetDeck is a tool designed to help you keep an eye on Twitter. It works in a manner similar to the streams offered by Hootsuite but is exclusively for Twitter.
Hashtagify is a free tool that helps you identify related hashtags and trends associated with your keywords, along with the most recent tweets about it. Moreover, clicking on each of the associated hashtags reveals how popular they are and how closely related they are with your main hashtag. Followerwonk is a free tool from Moz that allows you to gauge the authority of your Twitter account. It provides valuable insights that help enhance your brand presence and increase customer loyalty. Anything one person says is something a hundred other people may have thought but didn't say.
It's crucial to not only respond to these mentions but track them, integrate them into your marketing campaigns, use them as opportunities to discover new topics to cover and new horizons to explore. Getting social right is tricky but these three companies demonstrated that leveraging social mentions and listening to your audience can really pay off.
At the industrial-strength end, for example, are Cymfony and Biz At the consumer end are PostRank and Spinn3r. Social Mention occupies the consumer end; it's easy to use and mostly free. Like other tools for monitoring social media, Social Mention offers both a free version and a paid service that adds extra functionality. This tutorial reviews the free service. Start by deciding what you want to monitor.
Then enter the name of the company, person, topic, or phrase that you want to research into the search box on the Social Mention home page.
After you run a search on Social Mention, it may take a minute, but soon you'll see a list of hyperlinked mentions of the brand or phrase you are researching.
If you selected the default "search all" platforms, you'll see material from Facebook pages, tweets, blogs, and more. Click on the links to leave SocialMention's website and view the original mention at the source site. To the left of the search results, in a big gray box, will be numerical rankings of your search term for:. The filter you select will determine what kind of results are displayed.
Also on the results page, pay attention to the left sidebar. It attempts to judge how many mentions of your search term are positive, negative or neutral — and it also generates a list of keywords people are using for your term. Most useful, perhaps, is the list of top keywords. These are the ones most frequently used in social media that relate to your search term. A bar chart also shows which are most popular and exactly how many times they appear.
Right below are additional lists of top usernames people mentioning your topics and top hashtags terms people are using to reference a topic. Finally, at the bottom of the sidebar is a list of social media sources where Social Mention has found mentions of your term, ranked by volume. Across the top of each search results page on Social Mention is a menu of media sources.
This menu allows you to click on any category or source of media to refine your results quickly, without having to run your search again. What this menu allows you to do is run a general search, for example, to see all the search results.
To search particular social networks using Social Mention, click the or select media sources link directly beneath the search box on the homepage.
A long list of media services will appear. Check the box to the left of the particular source you want to monitor and then click the Search button. The social mention tool does not only track mentions for your search term, but it also offers for each mention info on their sentiment, performance, reach and domain influence:. Sentiment : Immediately find out the tone of the conversations you are mentioned in.
Strength : Know how important a mention is based on the number of total shares and the domain's influence. Passion and Reach : Measure your brand voice and find out how much reach did a mention have, judging by its number of engagements shares, retweets, comments, etc. Domain Influence : Know how authoritative is the domain that mentioned you. Social listening is the monitoring of your brand's social media platforms for customer feedback, direct mentions of your brand, and tracking social discussions regarding related keywords, topics, competitors, or industries, etc.
While constantly tracking mentions of your brand may seem like a challenging task, using the right media monitoring tools to track your brand will make the monitoring process easier for you. Brand Mentions is the most effective method of monitoring your brand or product on the Internet. BrandMentions helps you track social media mentions keeps you up to date with everything important in your market and anything connected to your company, providing real-time alerts straight to your inbox and a top social media analysis.
Social Searcher is a free social mentions search tool that helps you perform real-time mentions monitoring in social media and web. It quickly analyzes what people are saying about your company, brand, or product, providing in-depth analytics data set and allowing you to set up email alerts.
Mention is a social media tool that monitors the web, including the major social media channels. This social media monitoring tool also allows you to get daily summary alerts, which shows you the mentions for a particular day.
Talkwalker is a comprehensive social listening platform solution with an emphasis on social media analytics. It is a powerful tool that allows you to grow your business by monitoring not only all the social networks, but also content coming from print, TV, or radio. Google Alerts lets you know who's talking about your brand by sending you email notifications that can be used for media monitoring. The service sends emails to the user when it finds new results—such as web pages, newspaper articles, blogs, or scientific research—that match the user's search term.
I can see whenever my company is mentioned, as well as some of our competitors. It keeps me up to date on how Constellix is doing as a brand and gives me insight and feedback on new features and products that we need to offer. Jesse Nalls , Account Specialist at Constellix. Yes, the tool is free to use. A limited number of search results will be displayed within the tool, and if you want to track your brand thoroughly, you can start a full subscription on BrandMentions.
Sentiment analysis allows you to identify general attitudes towards your brand. The sentiment analysis assigns a given social media mention one of three basic categories: positive, negative, or neutral.
The reach measures your brand awareness and your range of influence, letting you know the amount of users that could have seen your post.
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