Social Media Monitoring Tools: What Do You Do With The Information?

Social media is measurable. Isn’t that the mantra everyone talks about? I think everyone would agree that social media is a little easier to get your hands around as to where the lead originated as opposed to traditional media. I sometimes think there’s too much info out there.

Social has several tools to help you measure and monitor your activities and hopefully help you take action. My question is collecting data is one thing, but what you do with it (or not) makes all the difference.

Are you looking at where your referral sources are? Are they from groups on LinkedIn that you belong to or from places like Stumbleupon? If they are coming through search, which engines are picking you up? What key words/phrases are being used? recently had a post on How Social Media Marketers Can Make the Most out of Monitoring Tools that I thought was interesting. They cited a June 2011 study by RSW/US and Web Liquid of Senior Marketers. Not surprising, Google Alert was the most popular tool being used by them. It was good to see that marketers were indeed using these monitoring tools to take some sort of action. See the chart below.

Ways US Marketing Executives Are Using Their Social Media Monitoring Data to Make It Actionable, June 2011 (% of respondents)

Tracking is the first step, but it needs to be followed by actions. What are you doing with your social info?

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  1. Sergei Dolukhanov (@sdolukhanov)

    Well, that seems to be the issues with a lot of monitoring tools. They give you great charts, some fancy graphs, and they tell you who’s talking about your brand online. However, they don’t give you a clear way to correlate all this data with your key performance metrics. In other words, its difficult to tie all this unstructured data to your actual business!

    People sometimes forget that the goal of a good business is sell a GREAT product or service. If it makes you more money, its valuable to your business. The same goes for monitoring tools. Do they make your company more money? Can you quantify it? If the answer is ‘I’m not sure’ then maybe its time to try something that DOES tie social data to your key business processes; social media business intelligence.

    Social media + business intelligence = IMPACT.

    So to answer your question, I use social data to show spikes in revenue or increased profit margins. I use social data to make my company more money.

    Thanks for the post, John! Always a great idea to resurface these questions, and make sure people keep the bottom line in mind.

    – Sergei Dolukhanov

    @sdolukhanov (twitter)

  2. rswuslee

    Thanks for the survey mention john. Excellent question you ask-what is being done with the info once collected? We’re seeing Marketers get more sophisticated, but it will be interesting to note the changes in the coming months/years.

    Lee McKnight

  3. Stafford Sterner (@StaffordSterner)

    Good topic and an interesting analysis.

    My experience is that the biggest thing Social Media provides a business or brand is feedback on how the social collective see’s that brand. While a brand/business uses traditional push marketing to project a certain message to customers, social media provides the business/brand feedback on whether they embrace that message or perceive it as propaganda. Social media enables the business/ brand an opportunity to interact with the social collective and in so doing either enhance or in some cases, stop the bleeding before it goes viral.


    Old school. .. push marketing
    Does Coca Cola really want to be ” my friend” ?

    New schools – social media
    Martha who works there says “YES.. and here is why?

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