How to Improve Your Social Media Monitoring Strategy

  • By Prabakaran

Facebook, Instagram or Twitter… What’s your pick? It’d be safe to assume you would be logging in multiple times to any of these or other social networking sites for various reasons.

Social media has altered the way we live our lives. From getting the latest news updates to getting in touch with our closed ones, social media is everywhere. It’s powerful, omnipresent, and, undoubtedly, it’s here to stay.

DataReportal research shows that around 3.96 Billion people are active on social media these days which accounts to over half the global population.  

And it’s still growing at a rapid pace.

But that’s not where its popularity ends.

Social media platforms play a major role when it comes to connecting with audiences, transforming the way brands engage with their customers.

These days, users are also turning to social media to express their views and opinions about a brand or their offerings.

But are you paying attention to the conversations going on about your brand?

And if yes, how are you acknowledging it?

As a brand, your job doesn’t end at posting content. In fact, the actual work begins from here.

It’s important to analyse how well your content is performing. And this is only possible if you have a well-planned social media monitoring strategy

It is the ultimate way to stay ahead of your competitors and retain your customers.

In order to take most advantage of what your customers are saying, we will discuss some optimal strategies and methods to engage in social media monitoring.

What is Social Media Monitoring?

In simple terms, social media monitoring refers to tracking your brand’s mentions online and reverting to any engagement around it

It’s much more than just looking out for hashtags, mentions, shares, or comments. It’s also about listening to conversations related to your brand and products to analyze the pulse of your audience and industry

To do this effectively, social media monitoring tools are essential. They help you track everything related to your brand across all social sites from a single platform. You can easily search and analyse a variety of content, keep up with your page mentions, and do much more.

But the question arises: Why is social media monitoring important?

It’s important to know what type of conversations are revolving around your brand in the social space. Nowadays, people are more active on social media and never hesitate to express their views, whether positive or negative, on a brand. 

This is immediately an invaluable source of direct consumer feedback that brands can use to better themselves.

Social media monitoring allows you to understand the customer’s feelings about your offerings and improve what needs improvement and maintain what they already love.

What Do You Need To Track And Monitor?

Now that you are well aware of what social media monitoring is and why it is important, let’s discuss all the factors that go into it.

Brand Mentions

There are many people who directly mention your brand or your products without using trackable markers such as @ or #. In these situations, social media monitoring tools can help you search conversations that have fallen off the radar.

Also remember, If you are getting a great number of brand mentions, it doesn’t always imply that your brand is performing well. It could be because of several other reasons such as complaints, so it’s essential to analyze all other factors to get the bigger picture.

Tracking brand mentions helps you to know:

  • The perfect day and time to share your content on social platforms.
  • How engaged users are with your brand social activities.
  • Whether the audiences loved your products or not.

Consumer Needs

These days, a greater number of customers are turning to social media as the main channel to contact brands. They expect brands to be present all the time to answer their queries.

Thus, it becomes crucial for the brands to not just listen to their followers but also engage with them and solve their problems at every stage.

If consumers are left unattended, they may shift their interest from your brand to others who do listen. 

With the help of social media monitoring tools, you can set up your primary inbox to receive all the notifications and attend them without any delay.

Consumer Sentiments

Does your product delight your customers? 

Are you able to meet their expectations with your service? 

If you wish to know exactly how consumers feel about your brands, sentiment analysis can do the trick.

Consumer sentiment can give you an overview of your brand reputation.

What’s more, it helps you derive value from product reviews and customer feedback so you can utilize those insights to make smart decisions that enhance customer experience.

If more people are tagging your brand with negative sentiment, it’s an alarming situation which needs to be addressed immediately. Similarly, positive sentiment must also be looked at to know what made your customers happy so you can replicate the activity.


It’s important to always pay attention to what your competitors do. Monitoring competitors’ metrics gives you a clear picture of your industry and where your brand stands.

When you set up keywords and track results, you may get to know if there are changes in your positioning in comparison to your competitors. If a competitor brand is getting more mentions, that means they’re doing something well.

In such a situation, dig deeper to know what worked for them. If you are able to grab the eyeballs of your competitor’s audience, you may get access to the new set of consumers.

That said, be cautious while pitching to someone who is following your competitor. It’s better to make a soft pitch rather than getting desperate or aggressive.

With the help of social media monitoring tools, you can easily find out the audience’s views and feelings about your brand which makes it easier for you to satisfy their needs. 

Gaining such insights helps you find numerous ways to modify your strategies and raise the perception of your brand.

Benefits of Using Social Media Monitoring Tools

Social media monitoring tools can help you in many ways. Not just in terms of monitoring, but providing you actionable insights of what you learn as well.

Humanize your social expression

The best part of social media monitoring tools is that it helps you to not only communicate with your audiences without any hassle but also notifies you of every brand mention so that you can equally pay attention to all your customers.

It allows brands to hold real conversations and create a sense of belonging in consumers.

Gain Invaluable Feedback

Gaining access to your audience’s views and feelings about your latest product launch, marketing campaigns or announcements helps you to make changes in your products and services depending on the requirements of your consumers.

This is arguably the most important aspect of social media monitoring. Make doubly sure you read all the responses. Who knows? You might come across a game changing suggestion.

Streamline your Campaign

Social media monitoring tools help you analyse keywords and phrases that are mentioned beyond your brand page. 

This lets you analyse what marketing trends and activities are working and implement them in your own campaign.

Top Social Media Monitoring Tools

There are plenty of tools that can be used for social media monitoring. While some of them are complete social media management solutions, they also have integrated listening features that can be super useful as part of the package.


Buzzsumo is one of the most popular tools to track conversations related to your brand on social media. The tool helps you track people sharing your brand content and also informs you as to where they are sharing it. 

Featuring brand monitoring, content curation, competitor research, influencer marketing and more, this tool is the go-to option for brands that not only wish to track brand mentions but also create impressive content.


Hootsuite is a popular social media management platform that helps marketers create and launch social media marketing campaigns across various social channels. 

Hootsuite’s social media monitoring features include sentiment scoring, social listening, social measurement, social reporting, and influencer identification. You can easily monitor what people are talking about you based on hashtags, keywords, locations and more.

Loaded with intuitive features such as social media monitoring, handling consumer data, content publishing, engagement tracking, etc. is an all-in-one platform that helps brands to explore the full potential of social media marketing. 

It’s social media monitoring features include social listening, influencer identification, social reporting, social measurement, and sentiment scoring.


Once you receive all the data, it’s important to act on the knowledge you have gathered. Analyse whether your strategy is working or not. 

Are you actually getting traction on your primary social networking channels? 

Maybe it’s time to re-evaluate your effort and bring changes in your marketing strategy as per your audiences’ views.

Most of you might be aware of the importance of monitoring social media for brand mentions, competitors, products, services and more and you might also be doing it.

But do you have any plan to analyse, respond, and integrate outputs based on what you monitor into your strategy?

In case you don’t, you might be missing out some awesome opportunities.

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