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The focus is on social media monitoring in this final article in the series on Selecting a Media Monitoring Service.

In earlier articles, Determining Your Media Monitoring Needs, Print News Monitoring vs. Online News Monitoring, and Broadcast Monitoring for TV and Radio News, I describe the various approaches to news monitoring.

Definition: Social Media Monitoring

The social web is a fast-growing and fast-changing “platform” for consumers to discuss companies and products.

Social media monitoring is the process of listening to online consumer reviews and conversations about your company, its brands and services.

The overarching goal of social media monitoring is to learn from listening – learn the consumer’s concerns about your company and its industry, and then use that knowledge to improve your products and services.

Social Media Monitoring Services

Your social media listening strategy should encompass all forms of word of mouth media and consumer discussion including but not limited to blogs, “complaint” sites, message boards, forums, Usenet news groups, and video sharing sites such as YouTube. You should also monitor social community sites like Facebook, MySpace and Linked-In, along with Twitter, the microblog.

Social media monitoring services monitor all forms of social media – but not all services monitor all media. The services use specialized software to aggregate social media postings from multiple sources, index all the content on a near-continuous basis, query the index using the client’s key words and identify consumer posts of interest, and then deliver the relevant posts to the client.

Since it’s impossible to predict where or when important market intelligence will “pop up” on the Web or where it will be republished, it’s important to monitor as much social media as possible.

Market Intelligence vs. Worthless Chatter

Social media overflows with inane chatter. If the Chipotle restaurant chain monitors social media, the overwhelming majority of mentions will be about “going to” the restaurant or “meeting (name)” at the restaurant – not very useful for market intelligence purposes.

Well-constructed search queries help minimize extraneous chatter. As an example, McDonald’s could focus social media monitoring on specific product names (brands) instead of the corporate name. Or it could use an “and not” operator in the Boolean query on common phrases like “going to” or “meet”. That type of clip avoidance strategy will likely delete a bit of worthwhile conversation, but will certainly minimize useless chatter to be reviewed.

If your company is using social media monitoring as a customer service tool, it’s important to see all mentions to sort out and act on complaints and compliments.

What should you be listening for?

As a starting point, monitor for your corporate name, your brands, the services you offer, and the names of key executives.

Initially, focus on identifying and anlyzing complaints, compliments and questions about your organization. Look for any serious issues that need to be corrected. Look for patterns or trends that are emerging – positive or negative. Initially, measurement of social media is not necessary, especially for small and mid-size companies. Later, you may want to expand your listening to encompass competitors and industry-specific issues – and also do some formal measurement of social media conversation.

Who in the organization should coordinate the listening?

The answer to “who should listen?” will emerge from the central reason or the combination of reasons your organization wants to monitor social media. Is it to find service complaints and rectify them? Then “customer service” should listen and react – often called “engagement” in social media circles.

Is the reason to identify issues with product performance? Then marketing or product development should be listening.

Is it to monitor corporate reputation? Then the public relations department should be listening.

In large corporations, multiple departments should be involved in the listening process.

How to listen?

Using free social media search engines can provide quite a good cross-section of word-of-mouth commentary by consumers on the Web. For blogs, try Technorati, Google Blogs and Ice Rocket. Searching multiple services causes a problem of duplicate content that you’ll need to filter out – something that commercial media monitoring services do automatically.

For message boards and forums (which may be even more important to monitor than blogs), try BoardReader which covers about 50,000 different online consumer discussion sites. The best way to start monitoring Facebook and Linked-In is to simply sign up as a member and enter search queries into each service’s search engine.

The downside of free search services is the time required to conduct the searches. It may not be the most productive use of in-house staff. Staff time is better used for analyzing, not searching. If there are a limited number of new posts each day, it may be acceptable to monitor less frequently. But at least occasional monitoring of social media is crucial to gain a better understanding of consumer issues and to protect your corporate reputation.

Bottom Line: free social media search engines may well meet your needs if you have just a few search terms, typically receive only a few new postings each day, are willing to invest the time to conduct searches on a regular schedule using multiple free services, and have no need for advanced services to measure the quantity, reach, and tone of the social media postings. Using free media monitoring tools, though not perfect, may be “good enough”. “Free”, however, is not truly free. The staff time investment must have an adequate return.

Commercial Social Media Monitoring Services

The paid subscription services for social media monitoring provide more comprehensive coverage, save staff time, and provide many bells & whistles including online clip archives to manage the social media posts, and automated quantitative and qualitative measurement of the posts.

Prominent social media monitoring services include Radian6, Alterian M2, Trackur, and Scout Labs. Presently, more than 50 companies compete in the social media monitoring and measurement space. There is a “wiki” of social media monitoring solutions at https://wiki.kenburbary.com/ that continually updates the growing number of social media monitoring services. The Yahoo! Directory also contains a comprehensive list of social media monitoring services.

Many of the well-established news monitoring services provide integrated social media monitoring. CyberAlert, for instance, in addition to its online news monitoring service, provides comprehensive daily coverage of 50+ million blogs; 100,000+ message boards, forums, complaint sites, and Usenet news groups; 200+ video sharing sites like YouTube; and all Twitter postings for the previous 24 hours.

Social media monitoring services vary considerably in their mission and in their deliverables. In screening the companies, it’s vital to match their market niche with your need. Doing your homework in advance to narrow down your vendor list is absolutely essential.

Assessing Social Media Monitoring Services

Questions to ask in assessing social media monitoring services:

What is the core goal of your service?

Who are your key customers? What internal department is the primary client contact point for your service?

What’s your service best at doing? Exactly what social media do you cover? How do you aggregate content? May I add social media of special interest to our company to those your company already monitors?

Do you cover “complaint” sites? Which ones? Do you monitor Twitter?

Do you cover and exactly what content do you harvest from Facebook, MySpace, and Linked-In? Is your search engine capable of performing Boolean queries? What Boolean operands does it use? Is it capable of using regular expressions? How many keywords may I use in my queries?

Does your service include a searchable archive of social media posts? What are its features? Ask for a demo of the archive.

How do you differ from (another service you are evaluating)?

Who is your best competitor? Why are you better than they are?

What enhancements do you plan to your service in the next 60 days? Six months? One year?

Many of the services offer a comprehensive demo or, even better, a “test drive” of the service. That’s unquestionably the best way to sort through the features and benefits of the various vendors.

Summary: Social Media Monitoring

As a new and rapidly evolving media, online consumer discussion and social communities form the “wild west” of monitoring. No solution is perfect. But for most every company, some social media monitoring solution is necessary. The temptation is to leap into social media at full speed. But, the “full service” solution of listening, measuring and engagement may not be the best solution to meet your needs. Determining your needs before contacting or meeting with vendors is the most effective way to start the process. Even with general specifications in hand, you’re far more apt to contract with an appropriate service – and not buy more than you need.

With words like tweet, blog and unfriend entering our standard lexicon, theres no question that social networking has a significant place on our contemporary culture. And its no surprise that many companies have been using social media to connect and communicate with their customers online.

But the benefits of social networking arent always immediately apparent to some. And that is especially true for businesses who are interested in having a lot of control over their brand name and brand image. Convincing some that every business has something to gain from social media marketing can be difficult. It can be hard to see how social media marketing can result in a positive return on investment (ROI).

When it comes to convincing your boss or colleagues to invest in social media, it helps to have a plan. Here the seven steps you can take when it comes to selling social media marketing to your boss or company.

1. Explain how social media is an unbeatable research tool. When a company is effectively tapped into the social media landscape, they get to hear a lot of chatter that they wouldnt hear otherwise. Those engaged in social media marketing campaigns will be able to monitor channels for any mention of their company, competitors, industry, clients and potential clients. Setting up a social media marketing listening campaign lets a company know who is participating and what is happening.

Thanks to tools and services like Quantcast, Alexa and TweetMeme, it is now easier than ever to track and measure what people are talking about online. This information is invaluable for developing future marketing strategies, both online and offline.

2. Match the benefits of social media marketing with your companys goals. Whether your company or your client is a service provider, a business to business specialist or a business to consumer retailer, theres a social media marketing strategy for them. But in order to convince others of social media marketings benefits, you have to be aware of the companys goals. Do they want to enhance their customer service operations? To they want to reduce costs? Do they want to manage their reputation? Social media marketing can do a lot to help achieve all those goals. When you know what your boss or company wants, you can show how social media marketing will help them achieve it.

3. Start small. Even if theyre not bullish on social media marketing, your boss or others at your company are probably aware of the range of social media applications and services that are out there. They may think that launching a social media marketing campaign will be a huge undertaking, one that will require many work hours just to set everything up.

But thats not necessarily true. A social media marketing campaign doesnt have to include a setting up a Facebook Fan Page, a Twitter account, a blog and a YouTube channel. In fact, its often easier to start small. Figure out which service will best match the stated goals of your boss or your company. It may be something as simple as registering a Twitter account and starting to engage people via tweets. Starting small requires little time and less cost. But the results can become apparent quickly. You can even begin to measure such results with a tracking service like Quantcast.

4. Set up a strategy and follow it. A social media marketing campaign can appear strange and different, even to people who have plenty of marketing experience. If you dont have a clear strategy for implementation and execution, reactions to your plan will be understandably skeptical to your social media marketing strategy. Take time to explain each step of the plan, describe why its being done and how it will benefit the company.

5. Look for examples of social media marketing success. Lots of businesses, large and small, well-known and unknown, have been able to already achieve a lot with social media marketing. From Charles Schwab to FujiFilm to Goodwill, there are countless examples of companies who have been able to successfully use social media to achieve their corporate goals. Find them and broadcast the results.

6. Anticipate Questions. Its natural for people to be skeptical of new things and new ideas. While you may be well aware of the benefits of social media marketing, keep in mind that resistance may simply be the result of some people being overly cautions. Thats why its important to anticipate any and all questions or objections someone may raise. Find good case studies and other examples of social media marketing successes. Have these on hand to use as examples. Here are some common questions that skeptical bosses may have about social media marketing:

Our customers arent online. This line of reasoning is being used less and less, but some companies may still think this is true. The truth is, at the cusp of the 2010s, nearly everyone is online. Online activity isnt restricted to any gender, income level, education level, or location. There are countless surveys to prove this. One of the largest survey groups, the Pew Research Center, frequently provides data for online use, broken down by several categories.
What if someone writes something bad? This is a common fear among those resistant to social media marketing. But studies show that when companies engage with customer complaints and criticisms, they end up looking better than before. Mention that people will likely complain whether youre engaged in social media or not. Its better for nearly every brand to appear involved with its customers. Even the angry ones.
Its too time-consuming. After setting up social media marketing accounts on networks like Facebook and Twitter, the actual maintenance doesnt take that much time at all. You can spread social media marketing efforts among the staff, or you can task a single person to handle it. Either way, social media marketing doesnt require countless work hours. Create a timeline showing the typical amount of time one will spend on social media every week to help prove this point.

7. Make your case. Prepare a short, punchy presentation that hits on all the above topics. Give your boss or colleagues plenty of time to ask questions. Think about your boss or colleagues personal preferences and consider how you can best sell your social media marketing idea. And remember that there may be some things you dont know. Social media marketing is still relatively new, and that means that there are still many unanswered questions out there. Be honest about what you dont know, but make sure to point out all possible benefits to social media marketing.

Social media marketing is an exciting new medium that companies can use to achieve just about any business goal. By convincing your colleagues or your boss of the effectiveness of social media marketing, youll be on your way to discovering the enthralling, challenging and rewarding new world of social media marketing.