Nowadays, it’s not enough to just post (or schedule) social media updates. Setting things on auto-pilot is convenient but it just doesn’t cut it. Being active and engaged on different networks is one step forward but what about tracking your efforts? Here are 7 tools that can help you keep track of your business or a particular campaign you’re starting:
Why Track Mentions?
Organic and paid search campaigns can be tracked through various different metrics (rankings, CTR, conversions etc.) The important thing is to find a few that are relevant to your business and to keep track of them consistently so that you can see the progress made.
When it comes to social media marketing, there are many reasons to actively track your mentions. From a PR and reputation management standpoint, you want to better understand the connotation in which your brand is mentioned. How would a business feel or respond if they’ve been nominated by Consumerist’s annual Worst Company in America bracket?
Competitive analysis is another possibility when you track your own and other brand mentions. You can see where competitors are active and where they are getting the most attention from. This will help give you a better idea of where your strong points are and what weak areas you can work on.
Overall, the purpose of tracking social mentions is to gain a deeper understanding of your customers so that you can do a better job of attracting them. Seeing natural mentions, linking, shares and other comments will help you understand customer behavior and what they’re looking for when advocating a brand they love/hate.