We all know that listening is a powerful skill to have in all areas of business, and well life. Fortunately, software innovation has allowed us to become better listeners with the power to engage in important conversations beyond our one-to-one in-person interactions.

The question is: How will you make the most of these tools and technology?

Here’s how everyone on your team can leverage the power of listening to your audience online with a media monitoring tool.

Social media monitoring tools for community management

Social listening and social media monitoring tools is a critical function to leverage growth within the community and marketing department — whether that’s one person or 50. That’s because you need to know which important conversations are happening around your brand and its areas of interest in order to be able to effectively communicate with your community.

Media monitoring allows you to:

  • Tap into conversations about your brand, even when people are not talking directly to you
  • Identify other terms related to your brand and how they’re being used
  • Identify trending topics and hashtags — conversations you should be taking part in
  • Where they’re happening — both in terms of platforms and channels and geo-location
  • What languages these conversations are happening in
  • Who’s leading and influencing these conversations

With this information, you can develop a community profile. That is: Who your community consists of, what they’re interested in related (and not related) to your brand, and where they are having relevant conversations.

From here, you can identify your current and potential brand ambassadors, industry influencers, and join in on important community conversations.

Check out Carrie Jones’ method for making the most of Mention for her community management needs — all within 30 minutes.

Customers success & support

If someone has a complaint about your brand, they’ll likely turn to social media. Same goes for when they want referrals from their personal networks. It’s beneficial to proactively monitor these conversations about your brand and offering your help when appropriate.

A1: people may vent/complain about stuff on social w/out contacting support; use social as a proactive jumping off point #MentionChat

— Lincoln Murphy (@lincolnmurphy) October 23, 2014

Interacting with your customers via social also just feels more personal than via support tickets, as discussed during our last #MentionChat.

A1 Twitter is just so much better at being human than a support “ticket” where there are no faces to names #mentionchat — Alex Manthei (@xoalexo) October 23, 2014

Q1: Twitter is a more personal/quicker outlet, but you still turn to support tickets to take on complicated questions. #mentionchat

— Denise Chan (@denisechan26) October 23, 2014

Social media monitoring tools allow you to monitor these conversations from one place, assign tasks to team members, and keep a log of communications. This can be especially helpful for when a question requires a technical answer, or is in a language foreign to your community manager.

These tools also allow for instant reaction times. Check out how Mention for mobile allows Swayy.co to be available to their customers nearly 24/7. Here’s how Meniton can help bring your support to the next level in five easy steps.

Content marketing

Your content is written for your community, so you should have a pretty darn good idea of what they are interested in and what is going to engage them. With social media monitoring tools, you can monitor industry key terms to identify trends, questions, and community interests.

Start by identifying the key terms that have the most significance to your audience. For this, we use a mix of Google Trends, Ubersuggest.org, and Moz Fresh Web Explorer. By searching in “social media monitoring tools” (our core offering) on Google Trends, we’ve been able to identify other topics of interest to people searching media monitoring.

Social media monitoring tools
If you peruse our blog, you’ll notice we write on many of these topics often

Plug these terms into your social media monitoring tool to track conversations. Join in and ask questions and learn more about what your audience wants to hear about. From there, you can   write on topics that you know will resonate with your target audience.

With social media monitoring tools, you can also track the performance of your existing content. Mention, for example, will show you who’s sharing your content based on the URLs shared, even if they use a link shortner such as Buffer. We like to chime in thanking people who share our content so that we can encourage engagement and build a relationship.

Social media monitoring tools

Product management

Social media monitoring tools offer an easy solution for product managers to incorporate gathering feedback into their workflow and stay on top of bugs, issues, and feature requests. Check out how you can tighten your feedback loop using Mention.

Sales & business development

We’ve been blown away by the number of success stories we’ve heard in regards to lead generation and business development using media monitoring tools. For example, Workable has seen several successes, and breaz.io increased their lead response rate by 5x using Mention.

When using social media monitoring tools for business development, start by tracking “[competitor name] alternatives” and “[competitor name] replacement” to identify people looking directly for the exact solution you offer.

Here’s what that looks like in Mention:

Social media monitoring tools

It’s also effective to take Aircall’s approach, and identify key terms based on the pain point your brand offers a solution to. First, Aircall realized that their potential customers weren’t people looking for a phone solution, but people looking to run their businesses more efficiently. It became clear that their product was valuable for businesses with locations in several different countries. So they started monitoring the term “country managers jobs” to identify these growing businesses and build a rapport.

They then used Google Trends and a simple trial and error process to determine and track the relevancy of these terms. With this, they learned that Country Managers is on the rise, but terms like “voip phone” are being searched for less and less.

Social media monitoring tools

With this information, they’re able to effectively set up their media monitoring alerts and track down the leads that will receive the most value from their offering.

Want more information on how your competitors are performing online? Pull a competitive analysis with Mention in less than five minutes.

Company leadership

Finally, the C-Suite can make use of social media monitoring tools as well. Collaborative team features allow company leadership to stay up-to-date on what is happening with all teams across the company, as well as keep a pulse on the brand’s reputation. After all, knowing what your audience is saying about you and executing accordingly has a direct impact on a company’s bottom line.

Even if it’s only once a day, the C-level can gain invaluable insights into their brand’s online presence by checking in on their chosen media monitoring tool.

How do you use media monitoring?

What unique ways are you using social media monitoring and social listening to grow your business? Leave your ideas in the comments below!

Shannon Byrne is the Content & PR Manager at Mention where she crafts words, creates strategies, and recruits loyal advocates. She’s based in New York. Get in touch with her at @ShannnonB.

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