With social media monitoring, you are able to listen to the conversation that people in the online world make about your brand or your competitors. Social media makes it easier for your business to get to know your customers and also to learn about your industry. From the book Measure What Matters, Paine suggested that you should use different approaches when you listen to your customers and your industry in general.

Tips for Listening to your industry

  • There are a lot going on out there in the social media world; therefore, don’t try to get everything, only get “what matters to your business”.
  • You have to make sure that the keywords you choose are specific enough, so that you won’t get unrelated information.
  • Track your results and delete anything that is not related.
  • After you have tracked your results for a while, make a list of channels, outlets, and writers that you found to have greatest influence, and subscribe to them.
  • Identify the issues that are significant to your business, and specify your position.
  • Remember that focusing only on your brand is not enough; you have to consider your competitors’ as well. Set their strengths as goals, and use their weakness as advantages.

Tips for Listening to your Customers

  • Listen to the conversations that give you some insight into people’s relationships with your brand. After that, organize and categorize them
  • Don’t try to find the exact numbers of “likes” or impressions, look at it in percentages compare to percentages of competitors. Set benchmarks; you should use competitors as benchmarks and also measure yourself overtime.
  • Keep in mind that you have to start tracking before any innovation is launched and continue tracking. As a consequence, you will be able to know which one works and which one doesn’t.

Image via: Flickr users ky_olsen and used with Creative Commons license.