{"id":25935,"date":"2017-03-13T18:14:52","date_gmt":"2017-03-13T18:14:52","guid":{"rendered":"https:\/\/mention.com\/blog\/?p=10396"},"modified":"2025-03-04T16:31:18","modified_gmt":"2025-03-04T16:31:18","slug":"opportunities-monitoring-social-media","status":"publish","type":"post","link":"https:\/\/mention.com\/en\/blog\/opportunities-monitoring-social-media\/","title":{"rendered":"5 Opportunities You\u2019ll Miss if You\u2019re not Monitoring Social Media in Real Time"},"content":{"rendered":"\n

In this blog post, I\u2019m going to use a tweet from one of my favorite influencers, Larry Kim, to illustrate all the marketing, sales, and PR possibilities we can uncover if we just keep an eye on online discussions in our industry.

Ready? Grab a coffee and start listenin\u2019.

So earlier this year, Larry Kim<\/a> tweeted:
\"pasted
Apparently, he\u2019s not alone in that opinion. The tweet got liked by almost a hundred people\u00a0and sparked heated discussions about other ad platforms.

Regrettably, none of the brands mentioned stepped in and joined the conversation. We don\u2019t know if they were listening at all. But as a marketer of a social media listening tool, I can\u2019t help but notice all these wasted opportunities to engage.

Because Larry Kim didn\u2019t @mention Facebook or Google Adwords, they might\u2019ve just missed the tweet. A problem that they wouldn\u2019t have if they were using a monitoring tool for their brands. Just sayin\u2019. <\/em>
So, here are some of the things – in my humble opinion – these ad platforms could\u2019ve and should\u2019ve done in this situation:<\/p>\n\n\n\n

5 opportunities you can uncover by monitoring social media in real-time<\/h2>\n\n\n\n

1. Monitor negative feedback for reputation management<\/h3>\n\n\n\n

I can\u2019t say I\u2019m not a little disappointed by Facebook\u2019s non-response. It\u2019s just not cool, mate.
\nCustomers complain on social media because they want to be heard. They want an explanation, if not a resolution. Otherwise, people would\u2019ve just written their complaints in their diaries.
\nGiven that it\u2019s a direct criticism on their bid management settings, Facebook could\u2019ve at least come out and said \u201cSorry we\u2019re so lame. We heard you and will try to do better.\u201d
\nIt might be scary to face dissatisfied customers, especially on social media where your every move is under public scrutiny.
\nBut not responding makes customers feel like you don\u2019t care. And they will stop caring too. And nothing kills a business faster than apathy.
\nOf course, you can\u2019t respond to negative feedback if you don\u2019t even know they\u2019re there. So the first thing you should do is to set up alerts for your brand, so that you\u2019ll be notified to these discussions even when people aren\u2019t tagging you.
\n[Tweet “You can’t respond to negative feedback if you don’t know they’re there.”]
\nPro tip:<\/strong> set up alerts for your product name and keywords like \u201cissues,\u201d \u201ctroubles,\u201d or \u201cproblems.\u201d If you\u2019re overwhelmed with mentions, filter them by sentiment. Focus on frustrated customers first.<\/p>\n\n\n\n

2. Monitor customer feedback for product improvement<\/h3>\n\n\n\n

Saying sorry is the first step, but real improvements must follow your apology.
\nAfter putting out the fire and saving face, Facebook should take a deep dive into their bid management settings or interface and actually try to resolve the issue.
\nIn this case, for example, Facebook can start by collecting feedback<\/a> and ideas for improvement from this comment thread:
\n\"pasted
\nThey can then make a tally for the most requested feature to guide their product development roadmap.
\nCustomers know what they want and need, so the more you take your customers\u2019 opinions into consideration, the higher chance of success you\u2019ll have for your product.
\nTracking what features your customers like about your competitors<\/a> is also a great way to get ideas. So Facebook can also look into how Google Adwords is rocking people\u2019s socks off, for example, and steal a couple of tricks from them.
\nPro tip:<\/strong> set up alerts for your product name and keywords like \u201cif only\u201d \u201cI wish\u201d or \u201cplease improve,\u201d or your product and feature names. Like \u201c\u2018Apple\u2019 and \u2018Siri\u2019\u201d or \u201c\u2018Apple\u2019 and \u20183D touch\u2019.\u201d You can then do the same for your competitors.<\/p>\n\n\n\n

3. Monitor your competitors for opportunities to out-win them<\/h3>\n\n\n\n

If you\u2019ve paid close enough attention, you\u2019ll see that Facebook isn\u2019t the only brand mentioned here. Google Adwords, a competitor of Facebook\u2019s ad platform, is praised in this tweet. If they had set up alerts for their brand, Google could\u2019ve jumped in and grabbed this perfect opportunity to gloat.
\nFirst, they could thank Larry Kim for the shoutout and then retweet it to their community.
\nIf they want to take it one step further, they could even create campaigns that joke about the drawbacks of Facebook\u2019s interface. Something that smartphone brands love doing:
\n\"pasted
\nObviously, you can\u2019t beat the competition if you don\u2019t know what they\u2019re doing. So don\u2019t just monitor discussions about your own brand, but also those of your competitors.
\nLearn how to use Mention to monitor and outshine your competitors.<\/a><\/strong><\/em>
\nListen to what your customers think about your competitors, and look out for golden PR opportunities you can leverage.
\n[Tweet “Monitor social media convos for golden PR opportunities – via @joeei”]<\/p>\n\n\n\n

4. Monitor your industry for lead generation<\/h3>\n\n\n\n

Responding when your brand is mentioned should be an obvious given. But savvy social media marketers or sales reps would listen and hunt for opportunities to speak up even when they aren\u2019t mentioned.
\nIn this example, Facebook partners and third party ad platforms could jump in a say \u201cwe can help!\u201d Because monitoring non-direct competitors or industry leaders is not only a great way to stay on top of trends, but also to generate leads.
\nTwitter can bring you some of your best leads. Learn how.<\/a> <\/em><\/strong>
\nIf you\u2019re a PPC agency, for example, you can monitor discussions about people having trouble with setting up their own Adwords account, or difficulty with Google\u2019s keyword planner, and offer advice and help.
\nThat way, even if you don\u2019t score the client right away, you\u2019ll win PR points, and establish your brand on social media, which means more money in the long run.<\/p>\n\n\n\n

5. Monitor discussions to find VIPs for Influencer marketing<\/h3>\n\n\n\n

One of the reasons I picked this tweet for this case study is because Larry Kim isn\u2019t just any ordinary Twitter user.
\nAs the founder of Wordstream<\/a> with 648K Twitter followers, Larry is a huge influencer in the B2B tech industry, and his opinion carries a lot of weight.
\nIn the social media world, all tweets are equal,<\/em>but some tweets are<\/em>more equal than others.<\/em>
\nSo it\u2019s a huge mistake for Facebook to ignore this tweet, and Google Adwords to not leverage this influencer marketing opportunity.
\nIf you\u2019re using a monitoring tool like Mention, you\u2019ll not only be notified when someone mentions your brand, but you can also filter the mentions by their influencer score<\/a> to prioritize the VIPs.
\nAnd when you want to launch an influencer marketing campaign, you can easily find big guns who\u2019ve already talked about you or your industry (depending on what keywords you\u2019re monitoring) and reach out to them.
\nLearn how to find influencers with Mention<\/a>.<\/strong><\/em><\/p>\n\n\n\n

Everybody\u2019s on social media, but most aren\u2019t using it right<\/h2>\n\n\n\n

So by now, you should see all the opportunities you\u2019ll miss if you don\u2019t <\/strong>monitor social media in real time.
Most companies are on social media with elaborate social media plans and posting schedules. But you can\u2019t get the most out of social media if you don\u2019t know when people are talking about you\u00a0and engage with them<\/a>.<\/a><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

In this blog post, I\u2019m going to use a tweet from one of my favorite influencers, Larry Kim, to illustrate all the marketing, sales, and PR possibilities we can uncover if we just keep an eye on online discussions in our industry. Ready? Grab a coffee and start listenin\u2019. So earlier this year, Larry Kim … Continue reading 5 Opportunities You\u2019ll Miss if You\u2019re not Monitoring Social Media in Real Time<\/span><\/a><\/p>\n","protected":false},"author":144,"featured_media":27713,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[656,319],"tags":[],"class_list":["post-25935","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media-monitoring","category-media-monitoring"],"acf":[],"yoast_head":"\n5 Opportunities You\u2019ll Miss if You\u2019re not Monitoring Social Media<\/title>\n<meta name=\"description\" content=\"Everybody\u2019s on social media, but most aren\u2019t using it right. 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