Knowledge is power: Three best practices for a comprehensive approach to social media monitoring (SMM)

By Kaitlyn Hyde on October 13th, 2016

A comprehensive social media strategy requires careful evaluation, which overtime can provide the tools and insights to drive enhanced engagement among your brand’s target audiences. If you’re thinking this is easier said than done, you’re not alone. An overwhelming 86 percent of marketers indicated they don’t know which social media management tools are best, and a full 17 percent are not regularly analyzing their social media activities, according to the 2016 Social Media Marketing Report published by Social Media Examiner.

Whether you are new to monitoring your social activities or think it’s time to reevaluate your efforts, consider the following three best practices to help propel your social media success forward.

  1. Challenge yourself to set SMART goals, or goals that are specific, measurable, actionable, realistic and timely. Several key performance indicators such as fans and followers, or engagement metrics such as comments, retweets and mentions can serve as a foundation for measuring success. Set aside time each month to set goals, track and report progress.
  2. Make the most of paid (and free) social media monitoring tools for strategic evaluation. A social media marketer’s first step in evaluation is often leveraging the free analytic tools provided directly within the platform. Beyond this, leveraging a social media monitoring or social listening tool can help save time by providing engagement insights, analytics and alerts within a single dashboard. Better yet, many platforms offer a free version if a paid platform doesn’t fit within your social budget (take this list of 46 free tools for example). Through these tools, you’ll be able to better understand the content your target audience best engages with, the times they are more likely to interact and more.
  3. Monitor social conversations to draw distinct insights about your target audience and new areas of opportunity. Knowing how to best engage target audiences with social media is a top concern for social media marketers (90%), the Social Media Examiner report also found. By monitoring social conversations, you can determine where the industry is headed and how you can best align yourself across those areas. For example, what thought leadership topics can you address that your competition isn’t? Which social platforms are better resonating with your audience, and should you alter your strategy to allocate more time to the channel where posts are performing best?

As they say, knowledge is power. By leveraging these three tips and incorporating new insights into your strategy, you’ll be taking steps to enhance overall social media performance. As a B2B social media marketer, how are you tracking your social efforts? What advice can you share?

Read our whitepaper for best practices on leveraging social media in a B2B setting.

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