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Social Media Marketing Analytics - Brand Monitoring, Part 2 of An Exclusive 7-Part Series

Social Media Marketing and the measurement thereof is always a hot topic. In part two of this exclusive 7-part series I'll talk about brand monitoring - what it is and why it's so important. 

Hellooo marketers! As promised, this is part 2 of the 7-part series in regard to Social Media Marketing Analytics (SMA).

For those who are just starting to follow along, I suggest you take a few minutes to read part 1 to bring yourself up to speed. If you are short on time, below is a brief recap:

Part 1 - Recap

In Part 1 I covered:

  • The definition of Social Media Marketing Analytics as defined by the Altimeter Group
  • No shortage of Social Media Marketing Analytics solutions
  • Questions you need to ask yourself before considering an SMA solution:
    • What will you use this for?
    • Why should you use this?
    • How will this benefit you?
  • My tool of choice for my agency based on our specific needs and its definition
    • Alterian SM2
      • "A Social Media Marketing Analytics and Intelligence solution that allows you to monitor content & conversations all across the web and lets you tap into a new kind of data resource; your customers’ direct thoughts and opinions. SM2 easily captures and analyzes data from social media channels to monitor your brand, identify key communities/ influencers, address customer service issues, conduct unbiased research for strategic planning, among others."
        • Core value offerings that these solutions provide and a brief overview of each
          • Brand Monitoring
          • Competitive Research
          • Strategic Development
          • Strategic Connections
          • Crisis Management
          • Social ROI

      Ok, now that we are all relatively and hopefully :) on the same page, lets dive right into Part 2! 

      Brand Monitoring

      Brand Monitoring, to put it simply, is the understanding of who, what, where, why, when and how 3rd party sources or customers are referring to your brand.

      Brand Monitoring has become an extremely necessary and important responsibility for any business in today’s environment.

      Why is this important?

      One word…PERFORMANCE.

      Like I tell every client, big or small, you need to understand that content is being generated and conversations are taking place on the web with or without you and are uncontrollable no matter how you twist or turn.

      It is YOUR job to be on top of this, LISTEN and be attentive of what is being said. You need to be aware of what you are doing well and what you are doing not-so-well.

      What are the benefits?

      One word… KNOWLEDGE.

      Who is talking about you?

      • The media
      • Your customers
      • Competitors
      • Your employees
      • Etc

      What are they talking about?

      • Your products/services
      • Your customer service
      • Etc


Where is this happening?

  • Blogs
  • Microblogs
  • Social networks
  • Mutlimedia
  • Etc

When is this happening?

  • Today
  • Yesterday
  • A week go
  • A month ago
  • Etc

Why are people talking about you?

  • A bad experience
  • A good experience
  • Etc


How they are referring to you?

  • Positively
  • Negatively

Having the answers to these questions allows you to recognize what needs to be improved and what you should capitalize on.

All of which leads back to my prior point of… Performance.

If anyone has questions, comments or concerns or would like to discuss this in further detail - because rest assured this is only scratching the surface, please feel free to post them here, our Facebook page or via Twitter.

And stay tuned for Part 3 - Competitive Research coming next Thursday! 

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