27 Jun Social Media Monitoring (SMM) Options
In the earlier stage of social media marketing, brands have been focused on creating a presence in social channels and building their base of fans and followers. The strategy was largely about growth and a pure numbers game based on the biggest fan count.
Because marketers lack a deep understanding of their fans, they’ve been using social networks as another mass communication channel, broadcasting to “faceless,” unknown masses, running up in the process of gaining website traffic or attention. Today it is no longer sufficient just to build a massive base of fans, connections and followers. Brand need to focus on engagement, conversion and nurturing relationships with their consumers, by understanding who these people are and what are their needs.
Social Marketers want a “system of Converting More Leads & Drive Revenue” or Social Media Monitoring for a management of their multiple audience engagement channels. Social media Monitoring refers to the tracking of various social media content such as blogs, wikis, micro-blogs, social networking sites, video/photo sharing websites, forums, message boards, and user-generated content in general as a way for marketers to determine the volume and sentiment around a brand or topic in social media.
There are currently several ideologies around social media quantification. Major players attempt to measure your influence by taking into account the size of your voice and the depth of your reach; while other players try to quantify your effectiveness in social media with their own suite of social media tools. In this approach they measure coefficients between activity (inputs) and results (outputs). Fundamentally both approaches have strengths and weaknesses.
In some parts of the digital marketing world, consolidation of far flung marketing systems into one control point has already happened, e.g., the genesis of DSPs (Digital signal processing (DSP) the mathematical manipulation of an information signal to modify or improve it in some way like MediaMath – One easy-to-use platform brings together all the digital media, data management and analytics you need to drive better results for branding, direct response, and full-funnel marketing. It’s a different angle of approach in the adoption of marketing automation platforms like Eloqua, Marketo and Hubspot.
Today’s SMM technologies do enable scalable ways to capture information including conversation history and engagement data and many brands can start benefit from engagement, lead generation, conversions and relationship nurturing. See below our choices.
The Social Media Monitoring listening platform we are using by ourself is Actionly. It’s hard to believe such a well-integrated, valuable system is available at a starting price of around $5 / a month per user. It seemed “too good to be true”, and thy offer free week trial.
The company’s product enables agencies and businesses to connect with their customers on social networks, analyze sentiment, and identify influencers ( see some free tools here). Fully integrated across networks like Facebook, Twitter, Google+,YouTube, Blogs, and Flickr, the tool monitors keywords so users can track what their customers are saying about them. Actionly’s technology helps analyze these social media conversations in a single dashboard..
Monitor mutliple social media channels in one place. Keep in mind that monitoring involves using keywords. Because of this, you must ensure that you are correctly selecting the right keywords. Make sure that you are tracking your company name, product names, industry keywords, names of your competitors, etc.
- Actionly Campaign Tracking Measure Social Media ROI through Integration with Google Analytics
A key part to measure the success of Social Media campaigns is to look at ROI. How many conversions are you driving through social media channels? The answer has finally arrived! Actionly allows you to track and analyze how each Twitter or Facebook post is performing. Find out what messaging is resonating with your audience.
Actionly has integrated with Google Analytics to give you an in-depth view into visits, goal completions, revenue, pages visited and countries so you can track Post-Click conversion activity on your website.
How does it work?
Your company’s website should already be using Google Analytics. Once you sign up and authorize Actionly you can start tracking conversion metrics within minutes.
What kind of data can I get?
Once your message is posted, you can view the message at an aggregate campaign level or individual post level.You can drill into any Campaign to see which posts have performed well on the basis of metrics like revenue, goal completion, page stats, country and also track how that message performed over time.
Once you have posted a message, you will get an automated email update with the post performance the very next day. All campaign and message level reports can be scheduled or exported for further analysis.
How to Track your Social Media ROI
Assign posts to your team members and manage your social media workflow
Measure the response of each post through Google Analytics to help you determine the ones that work best
Customize the website for your clients – logos, colors and domain name