Social media monitoring and social media listening are terms that have been used interchangeably, but there is a difference.

• Social media monitoring = Caring for your customers by monitoring social media for messages directly related to your brand and responding to those messages appropriately.
• Social media listening = Understanding your audience and improving campaign strategy by accessing the full spectrum of conversation around your industry, brand, and any topics relevant to your brand.

In essence, monitoring tells you what, listening tells you why.

Monitoring addresses the symptoms, and listening reveals the root cause.

Social media monitoring definition

Social media is the #1 channel for brands who want to connect with their audience.

Social monitoring is the first step towards powering these connections, helping brands find conversations they can become a part of.

That’s why social media monitoring is so important.

On social, you can monitor…

• Your brand name and common misspellings.
• Your product names and common misspellings.
• Mentions of your main competitor.
• People searching products in the area your serve.

By failing to monitor social media mentions — equivalent to ignoring the phone line—most brands leave behind important business intelligence that could inform more strategic decision-making.

Monitoring therefore is essential to your brand’s communications pipeline. Your social media managers and customer care agents should own most of this interaction, essentially playing air traffic control to what’s coming in across your social networks.

To ensure your social team is set up for success, consider a two-pronged approach. First, centralize your social profiles into a single platform that enables message monitoring at scale. Then create alerts to keep your agents apprised of instances where your brand is being talked about (either directly or indirectly). Include your brand’s handle and broader mentions. Also, account for common misspellings, nicknames, flagship products, and industry-adjacent terms.

By receiving these alerts, your social team will be better able to block and tackle on your brand’s behalf, answering FAQs while routing other critical messages to different departments within your organization, from HR to sales.

To get even more sophisticated, your community managers can also identify potential entry points to guide purchasing decisions. But be careful: This tactic is as much an art as it is a science.

Social media listening definition

Definition:

Social media listening refers to analyzing the conversations and trends happening not just around your brand, but around your industry as a whole, and using those insights to make better marketing decisions.

Social media listening helps you understand why, where and how these conversations are happening, and what people think—not just when they’re tagging or mentioning your brand.

This helps you form future campaigns, improve content strategy and messaging, outpace your competition, construct an effective influencer program and even build more impactful brand partnerships.

Monitoring is the entry point. Listening is the graduate degree. While brands can certainly hunt and peck to engage in the most basic monitoring on native platforms, a comprehensive social listening strategy absolutely requires a third-party tool to analyze large volumes of data. Put another way: While you can look at trees one by one at the ground level, you need a helicopter to scan the whole forest.

Executing a social listening strategy may seem more difficult than day-to-day monitoring, but it doesn’t have to be. Start with turn-key solutions, then progress to more intricate techniques. Powerful, automated listening tools that require minimal setup can deliver just as meaningful actionable data as customizable ones.

For example, analyzing your brand’s @mentions on Twitter within a given timeframe and surfacing frequently mentioned hashtags, keywords, and associated terms can help you gauge sentiment and understand what people are saying about your brand, products, and campaigns. All this is possible without fine-tuning complex search queries or relying upon algorithmic sentiment triggers. Just simply listening to what is being said alongside your brand mention is enough.

On the more advanced side, listening solutions that not only return aggregate volume but also aid pattern recognition, uncover trends, and calculate share of voice among groups of keywords or queries can provide tremendous value.

However you approach it, the goal is to reach clearly defined outcomes within your brand’s larger social strategy. If monitoring tactics result in enhanced engagement and listening efforts inform more strategic decision-making, you’re well on your way to achieving resounding success.

Source: SproutSocial