LinkedIn: Jason Reamer
This week’s topic in class is about Social Media Monitoring, defined as the process of tracking, measuring, and evaluating an organization’s social media marketing initiatives. Social media research usually uses tools such as HootSuite to measure millions of conversations at once across many platforms like YouTube, Twitter, Instagram, e.t.c. It can be passive, meaning listening to people to find out their interests; or it can be active, searching for references to a specific brand, campaign, or action. One big reason these monitoring sites have begun to trend is the PR crisis management insurance. In the event of a massive blogging about a particular incident that is seen as bad reputation for your company, many seek these tools to help send out a massive message across all platforms. Another useful aspect is it builds relationships with customers. Allowing for two way communication everyone feels like they can have their own voice and helps give feedback on what needs improvement.
HootSuite, founded in 2008 by Ryan Holmes, is the mostly widely used social relationship platform for Social Monitoring. With over 9 million users around the world they offer a simple website designed to better a business through social engagement. Their message is simple “We are not just a social relationship platform. We are not just a tech company. We are creators, innovators, and builders dedicated to revolutionizing the way you communicate”- Ryan Holmes. Their one simple dashboard links you to Facebook, Twitter, Instagram, Google+, and YouTube in one easy location. Some of the features include: Monitoring Keywords, to see what people are saying about your brand and your competition. Assigning tasks to team members to make sure no question or message goes unanswered. Another feature is the Scheduling tool to broadcast unlimited messages across any or all of your profiles to maximize impact.