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Being an e-commerce marketer is more than knowing the definition, types & examples of brand positioning. Today, marketers have to clearly establish the brand archetype and define the brand purpose for a consumer. The social media listening vs social media monitoring debate is essentially useless because they both aim to achieve the same thing—brand awareness. They’re often, if not always, parts of a two-step process.
Social media listening is a way of understanding consumers to improve campaign strategies. It monitors means to care for the audience by tracking and responding to messages directly related to a brand. Monitoring looks at the symptom, while listening identifies the root cause. Monitoring is the first step to power connections between the audience and social media channels.
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What Is Social Media Monitoring?
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Social Media Monitoring Tools
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What Is Social Media Listening?
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Social Media Listening Tools
What Is Social Media Monitoring?
Social media monitoring refers to tracking keywords, mentions and hashtags that are relevant to a brand to stay informed about the industry and audiences. In other words, it’s the process to identify and determine what’s being said about a product or brand through online and social media channels. Social monitoring works with algorithm-based tools, like that of search engines, to crawl websites and index them to make them available for searches based on strings or queries.
Engaging in social media monitoring involves actively searching digital media channels for phrases or keywords that are directly related to a brand. It gathers publicly available data and organizes it to a business’ advantage. Social media monitoring is an essential part of establishing a brand as consumer-centric while it figures out what the consumer is looking for. Social monitoring is a necessary component for a brand to be engaging and relevant and to prevent it from committing off-key blunders.
Social Media Monitoring Tools
Social media monitoring tools and platforms can help businesses grow online awareness, which is essential for e-commerce. For brands, it’s not just typing a name on the search bar. It’s a prospect to acquire new customers and reconnect with old ones. Here are a few media monitoring tools:
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Hootsuite
Hootsuite is one of the easiest media monitoring tools with customizable search streams that can monitor any social platform.
- Talkwalk
This tool offers more than 50 filters that can monitor conversations across millions of data sources including videos, blogs, news sites and online forums. Talkwalk lets the user analyze reach, comments, brand sentiment and engagement. -
Nexalogy
What sets Nexalogy apart is its top-tier data visualization that’s characterized by interactive timelines, lexical cluster maps showing common topic patterns and geo-location-based heat maps. It tracks and processes most active accounts and popular keywords really fast.
Businesses must look at using language-specific social media monitoring platforms and tools, depending on the size of the audience and their relative importance. For instance, a tool like Crowd Analyzer is excellent for Arabic. Since many tools and platforms allow sharing permissions with team members, getting help from colleagues fluent in a different language is made much easier.
What Is Social Media Listening?
Social media listening refers to the process of analyzing not only a brand’s social media trends and conversation but also the industry as a whole. Customer feedback is monitored, brand mentions are tracked from discussions and keywords are used to track specific topics, industries or competitors. This analysis is used to gain insights and make effective marketing decisions that can help achieve business goals.
Social media listening helps a business or brand create content that the audiences want, use industry trends to come up with new ideas and improve the ease of customer interaction and the quality of experience. It lets them shift customer strategy to fit a dynamic market with changing trends. Social media listening platforms and tools use conversations and public mentions to help fine-tune strategies and boost performance.
Social Media Listening Tools
From enterprise-level tools with fancy features to cost-effective ones with good, robust analytics, there are several social media listening tools. Some of them are:
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Hubspot
Hubspot is a popular platform that helps its clients grow their base through social media by offering interesting solutions and functionalities.
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Keyhole
Keyhole is a real-time keyword and hashtag tracker for Instagram, Twitter and the news. It even lets the user automate their posts.
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Brandwatch
Brandwatch is a premium enterprise-level tool used for in-depth analytics and social media measurement. It’s one of the most powerful analytics tools.
Social media listening tools are fundamental for businesses to improve marketing and operational metrics. Social media listening and social media monitoring are essentially ways to build an IMPACTFUL PRESENCE of a brand. This is often unsuccessful if the marketer lacks the personality to project confidence and establish purpose.
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