Where are you when your potential customers are talking?
Social media provides a chance to hear things you would never hear before, find customers you would never find before, and make connections that lead to sales you would never make before. The key is to be there to capitalize on the thought, comment, mention that your customer makes, when they make it. You have to have the system in place to make it possible, your finger has to be on the shutter to capture the moment.
Are companies really doing that? Yes.
Here is an example from today that will illuminate the way companies are using social media monitoring to build brand awareness and make connections with proven customers. Earlier I stopped by Whole Foods to pick up some Burrata Mozzarella, a creamy fresh mozzarella that is one of a kind. While there I checked in with Foursquare and tweeted my checkin as shown here:
What Followed that Tweet was a Retweet by the brand that I bought. Notice I never mentioned a brand name, just the variety of the mozzarella. So how did the company know it was theirs? I uploaded a photo of the package with my checkin. That means the company was monitoring twitter for mentions of Burrata (they didn’t follow me prior to this) and were aware of my tweet and the fact that it was their product, they then re-tweeted my post. That all happened in 40 minutes. Not bad.
As you can see a subsequent conversation took place about their product and who knows how many people noticed and didn’t comment.
So how do you do this cost effectively?
You need to use tools that monitor the mentions for you. You can’t spend all day watching, and you can’t pay someone either, unless you are GM or Verizon etc. I use Spoke Social which I am involved in developing. Here is an example of the monitoring screen that Spoke has for setting up the keywords and other parameters:
As you can see I set it up to monitor for mentions of Brunch or Sunday Brunch, within 25 miles of my restaurant Evenfall, as I am going to be starting brunch there in October. So now each time someone mentions that term within 25 miles of Evenfall I will be notified and able to message them an invitation. Will they all come? No. Will they have an interest in brunch? Likely. Will it cost me much time, money, or anguish to do it. Definitely not.
This is the type of Marketing Use that monitoring tools can have. They are most often used as a customer service tool to make sure that any disgruntled customer taking to social media and venting about your brand can be contacted and the situation rectified.
If ideas and examples like this interest you, you can subscribe for free here: (It would make me happy too.)
What do you think? Is monitoring interesting? It is not expensive, in fact it is one of 40 features that spoke has for $15 a month. I am here to answer questions for you, @spirocks on twitter or in comments below.
2 responses to “Social Media Monitoring for Marketing”
I’m interested, but how would this work for my company which is a website service for physician referrals?
What is the goal of your website? If it is to find more people looking for local physicians and their ratings, you might add words like in combination such as “looking for” AND “local physician” , and Boolean search software will bring back all mentions containing both phrases. High-quality cloud software will allow you to do this as many times as you’d like, so you could actually set up an entire domain of say 45 different cities; for example “New York” and “Physician” and “Looking for” on the same page. This is just a small example. If you are looking for such a solution, EvoApp can help.
– Sergei Dolukhanov