There’s plenty of debate around what brands should be doing when it comes to social media. Whenever I meet with a client or deliver a presentation the number one point I hammer home is to take the time to determine the business objectives driving your decision to join in the social media bandwagon. However, recent data suggests there’s one activity that social media allows that every brand, without question should participate in. That activity is monitoring.
Social Media Monitoring and Customer Experience
A recent report conducted by Dimensional Research and reported by Marketing Charts suggests that if for no other reason than monitoring, it would behoove a brand to keep an eye on what is being sad about customer service experiences as it pertains to a brand. The report identified that a majority of experiences that are shared are negative with 45% of respondents sharing their bad experiences socially compared with 30% sharing good ones.
Monitoring your brand through social media is a cheap way to keep an eye on negative and positive reviews and gives you an opportunity to highlight the positive reviews and lean on the positive brand capital that generates while also compiling the data necessary from the negative reviews to correct your course and deal with the source of negative feedback headon and make measurable impact at the source and aim to reduce the number of negative impressions.
What else can a brand do with monitoring, the essential social media activity?