Whether you are actively developing a social media presence for your brand or just dipping your toe in the deep and ever-changing ocean of social media chatter, you probably realize that monitoring and measurement are quite important. Although there is no shortage of social media monitoring tools, each one is a bit different in its approach, methodology, metrics, depth of analysis, channels measured, reports and UI. The existence of this many tools and the fragmentation of the tools market is evidence of the fact that the space is not quite mature, and doesn’t yet have a set of agreed-upon metrics and best practices.
In your search for the right tool(s), you should be looking to both monitor and measure your brand on social media. The two terms are used somewhat interchangeably, and although there is some overlap and similarity in business goals, monitoring and measurement are distinct processes. Let’s take a look at each one in a bit more detail.
Social Media Monitoring
Monitoring (or perhaps the more evocative definition is “listening”) is the process of continuous and immediate discovery of conversations with the purpose of learning, engaging, helping and collaborating. You can do this with anyone, whether it’s your customers, prospects, industry thought leaders, former customers, partners or others. There are also different cues to listen for and different ways to engage. Typically, monitoring has a stronger real-time implication than measurement, as one of the purposes is to track keywords as they appear, with the goal of quick reaction.
Maria Ogneva is the Director of Social Media at Attensity, a social media engagement and voice-of-customer platform that helps the social enterprise serve and collaborate with the social customer. You can follow her on Twitter at @themaria or @attensity360, or find her musings on her personal blog and her company’s blog.