Why Social Media Monitoring and Analytics Actually Matter

Lance Concannon Lance Concannon, Marketing Director, Europe

It’s easy to lose track of the important stuff when you’re building a brand’s social media presence. The social media world is an incredibly complex web of connections, channels, audiences, and content. Keeping track of it all just isn’t something our brains are naturally built to do. Not surprisingly, the demand for dedicated and effective social media monitoring and analytics has grown significantly over the last decade.

Chances are that you’re already using some kind of social monitoring tool in your marketing work. Most social media platforms even offer a basic version of these tools so that you can track your brand’s mentions or other interactions, and even search engines like Google can be used for rudimentary monitoring in a pinch. While these options might be better than nothing, they can’t reliably tell you the whole story about your brand’s influence, reach, and impact.

To understand what’s really going on with your brand, you need to have access to a wide range of data from across the entire spectrum of social media. By bringing these diverse data sources together, your brand’s social media story is placed in an entirely new context. That’s the true power of professional-grade social media monitoring and analytics tools.

Your social listening tools should also give you insights that reach far beyond major platforms like Facebook and Twitter. If your brand is being talked about on a slow-burning Reddit thread — or the comment sections of an obscure-but-influential blog — you need to know about it. The goal here isn’t just to collect data, it’s to see your brand through the eyes of your current and future customers. Your social listening and analysis tools should also allow you to gain the same level of insight into the competition, allowing you to make direct comparisons.

This allows you to create a digital marketing strategy that goes beyond competitive bidding for keywords and other basic tactics. By using social media monitoring, you can respond to your competitors’ moves as they make them, track customer trends in real time, and follow customer discussions wherever they happen. This allows you to strike while the iron is red hot, maximizing your marketing results.

Once all that data is collected, you still need some way to make sense of it all. The best social media analysis tools can turn those myriad connections and data points into an instantly comprehensible story of clearly presented graphs and human-readable charts. It takes the mystery out of the data, allowing your team to make informed decisions about your future online and social media marketing investments.

Social media monitoring and analytics tools allow you to create highly targeted and perfectly timed marketing campaigns. Not only is this more efficient — getting better results while spending far less money — it also demonstrably improves your marketing ROI. Not bad for relatively inexpensive investment.

There’s a lot of competition in the social media monitoring and analytics space, and the most cost-effective tools aren’t always easy to find. It pays to do your research, and to seek out solutions with a proven track record of delivering exceptional results. Look for a solution with a stellar reputation across multiple industries, and with glowing recommendations from both huge corporations and small-to-midsize businesses. Finding the right social media monitoring and analytics solutions for your brand is something you want to get right the first time.

Sysomos social media monitoring and analytics tools can help your in-house marketing team manage social media more effectively. Get a demonstration today.