Gaining Insights Through Social Media Monitoring
Posted by Patrick Murphy on Mon, Jan 16, 2012
Social networking is the perfect way to learn how consumers deal with the perception of a brand. It is a rich source of insights, which we can use to strengthen the marketing strategy. By listening to what’s going on in social media, and identifying the buzz, businesses can strategically position their brands in the minds of the right target market.
What’s the most common kind of buzz?
So when you start social media monitoring, what can you expect to find? There are certain kinds of buzz that will always come to the forefront.
Social media complaints
We all know that people on the net love complaining in various forms. You’ve probably done it yourself. A lot of the time, instead of going to the customer service reps, people who are web savvy will write a blog or a tweet or on some forum about their experience. By identifying this kind of buzz for your brand, you have an opportunity to reach out directly. Tip: never ignore this kind of buzz. Use it as a good customer service opportunity.
Social media compliments
It’s possible that people will make more of an effort to complain about something than to praise it, but a surprisingly large amount of people will go onto social media to give compliments. This kind of behavior is especially prevalent on Twitter.
Recommendations
Social media is a great place to ask for recommendations. This could be on products, restaurants, holiday destinations, books, etc. People like to join in the conversations to recommend their favourite item, so this kind of buzz is a great way to study your brand’s position in the market.
Buying behavior
In discussing products, people on the web usually let it be known that their intention is to buy a certain product or brand. They often talk about why the purchase has been put off or hasn’t happened yet, for example by saying the brand is too expensive, or someone else offers higher quality or lower price etc. It’s a great market research tool.
Interested in social media monitoring? Find out more by clicking here.
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