We’ve talked about how important delivering great social support helps you keep customers coming back, and shown you awesome examples from big brands going above and beyond for their customers on social media.

By now, you should be figuring out how to up your social customer support game, if you haven’t already.

But with sooo many different social media channels, mentions of your brand can come from anywhere. If you’re an established brand, you’ll also be receiving a couple more messages than you can handle at a time. How do you keep up? How do you prioritize? How do you know if you’re doing a good job or not?

As per usual, we’re here to help. We just might have the perfect solution for you.

5 ways monitoring helps you do awesome support on social media

Whether you’re still on the fence about offering social media support, or have been doing it for years and want to bring it to the next level, read on to see how monitoring improves social media support and makes your life easier:

1. Omnichannel monitoring

Facebook, Twitter, Linkedin, Pinterest, Tumblr, Google+, Instagram…there are dozens of social media platforms, and your customers live in all of them. How many tabs do you need to have open to check every single one of these messages? And what about when your customers don’t @mention your handle?

Having a monitoring tool allows you to pull in mentions from all platforms in one app, so that you can:

  • Receive all notifications from one place
  • Get alerted even when people don’t tag or @mention you
  • Respond and engage directly from the app
  • Discover new channels where people are talking about you

The best thing about using a monitoring tool is that you don’t have to go look for these messages. They’re brought to you with no fuss. You may also be surprised to see how many people are talking about you on Reddit or a platform you never considered looking into.

2. Real-time data

We know that angry and frustrated people are impatient. I know I am super impatient when I’m angry at a brand. When something goes wrong, I want it fixed, and I want it fixed now.

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According to a study by Convince and convert, 42% of customers complaining about social media expect a response within 60 minutes.

You need to know when your customers are talking about problems on social media, so you can help right away.

For example, our customers tweet us when they have trouble. We can easily find the tweets, send them to the appropriate team member, and reply with help ASAP:

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3. Filtering and prioritizing

Ideally, you should respond to every single customer who reaches out to you.

Of course, that’s easy when you have five mentions a day. But most brands get more than that. If you’re a big brand or are caught up in a crazy product launch or crisis, you get a lot more than that.

That’s when you wish you could have a magic wand to arrange all your mentions and show you the most important and urgent ones first.

Guess what? A good social media monitoring tool – like Mention – offers just that. We know that not all mentions are created equal, so we included filters to sort out your avalanche of mentions by date, influencer score, platforms, sentiment, languages, and more.

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If you’re running tight on time, we suggest using filters in the following ways:

  • Make sure you don’t miss mentions from big influencers by setting a minimum influencer score (say 50 or above)
  • Choose to display only negative mentions, because angry customers are less patient
  • Select social media channels to narrow down the number of mentions since customers are more likely to reach out (and expect a reply) on social than on news, blogs, or forums

4. Crises prevention and management

No brand wants to find themselves in a social media crisis, but every brand needs to be prepared for.

During a crisis, there are going to be a lot of people reaching out directly on social media, and even more having conversations about you with other people.

You’ll need to find everything being said, jump into conversations going off-track, and answer questions from your audience.

Monitoring makes it way easier to find conversations on multiple channels, whether you’re tagged or linked to or not. With some tools, you can also engage and manage the crisis from your monitoring dashboard.

You also want to be alerted when a crisis breaks out. Let’s say you check your mentions once a day, in the morning. If big news breaks after that, you’re the last to know.

Our Mention feature, Pulse, prevents that from happening. Whenever there is an abnormal peak in the mentions you’re getting – sometimes positive but mostly negative – you’ll be alerted. This helps you find out about a crisis immediately, and do damage control before it spreads.


5. Analytics and reporting

Other than troubleshooting and answering to a customer’s question quickly, you need to take a step back to look at the bigger picture from time to time.

That includes looking at things like:

  • Overall brand sentiment – are customers generally talking positively about your brand? Look out for sudden dips and peaks and figure out why
  • Sentiment of a specific time period – how are customers reacting to your new product launch or the latest PR crisis? Learn from the experience to prepare for the next event.
  • Geographic and platform distribution – where (both virtually and physically) are people talking about you? Are you investing enough in customer support and brand advocacy there?
  • Top influencers – who are the big guns that are booing or raving about your brand? Identify them and handle them with extra care

With a monitoring tool like Mention, you can access these data in a few clicks, and export them easily to send to your boss, team, or client.

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Take it one step further

To make the most of monitoring, don’t just use it as a customer support tool, but a customer happiness tool. Instead of just troubleshooting and answering queries, reach out when customers are just casually mentioning your brand – even when they don’t expect you to reply.

Encourage your customers to talk to you online. Let them know you care about their opinions, and that their voices are heard.

As brands become more reactive to customers’ opinions, you’ll be left behind if you don’t have a monitoring system in place.

Want to learn more about how monitoring helps you keep customers happy and coming back? Download our free ebook:

delight and retain customers with brand monitoring

Joei is a Content Marketer at Mention, where she turns dry, uninspired content to engaging narratives. Or at least she tries to. Is usually eating otherwise. Connect with her on Twitter @joeei.

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