Social Media Monitoring vs. Social Media Listening | Digital Marketing Dad

Social media monitoring and social media listening are terms that have been used interchangeably, but there is a difference.

In essence, monitoring tells you what, listening tells you why.

Monitoring addresses the symptoms, and listening reveals the root cause.

Social media monitoring definition

Social media is the #1 channel for brands who want to connect with their audience.

Social monitoring is the first step towards powering these connections, helping brands find conversations they can become a part of.

That’s why social media monitoring is so important.

On social, you can monitor…

Example:
Let’s say your brand is Best Yoga Pants in the World Inc. You want to know what people are saying about your brand, not just when they tag you on social, but when they mention you in any capacity.

Social media monitoring tracks the key phrases and terms important to your company and surfaces them for you to respond to.

This can also include that new Cool Yoga Tank that your brand released.

And it can include an upcoming event you’re going to, running or just attending. Like the Best Yoga Conference in the World.

By failing to monitor social media mentions—equivalent to ignoring the phone line—most brands leave behind important business intelligence that could inform more strategic decision-making.

Monitoring therefore is essential to your brand’s communications pipeline. Your social media managers and customer care agents should own most of this interaction, essentially playing air traffic control to what’s coming in across your social networks.

To ensure your social team is set up for success, consider a two-pronged approach. First, centralize your social profiles into a single platform that enables message monitoring at scale. Then create alerts to keep your agents apprised of instances where your brand is being talked about (either directly or indirectly). Include your brand’s handle and broader mentions. Also, account for common misspellings, nicknames, flagship products, and industry-adjacent terms.

By receiving these alerts, your social team will be better able to block and tackle on your brand’s behalf, answering FAQs while routing other critical messages to different departments within your organization, from HR to sales.

To get even more sophisticated, your community managers can also identify potential entry points to guide purchasing decisions. But be careful: This tactic is as much an art as it is a science.

Social media listening definition

Definition:

Social media listening refers to analyzing the conversations and trends happening not just around your brand, but around your industry as a whole, and using those insights to make better marketing decisions.

Social media listening helps you understand why, where and how these conversations are happening, and what people think—not just when they’re tagging or mentioning your brand.

This helps you form future campaigns, improve content strategy and messaging, outpace your competition, construct an effective influencer program and even build more impactful brand partnerships.

Monitoring is the entry point. Listening is the graduate degree. While brands can certainly hunt and peck to engage in the most basic monitoring on native platforms, a comprehensive social listening strategy absolutely requires a third-party tool to analyze large volumes of data. Put another way: While you can look at trees one by one at the ground level, you need a helicopter to scan the whole forest.

Executing a social listening strategy may seem more difficult than day-to-day monitoring, but it doesn’t have to be. Start with turn-key solutions, then progress to more intricate techniques. Powerful, automated listening tools that require minimal setup can deliver just as meaningful actionable data as customizable ones.

For example, analyzing your brand’s @mentions on Twitter within a given timeframe and surfacing frequently mentioned hashtags, keywords, and associated terms can help you gauge sentiment and understand what people are saying about your brand, products, and campaigns. All this is possible without fine-tuning complex search queries or relying upon algorithmic sentiment triggers. Just simply listening to what is being said alongside your brand mentions is enough.

On the more advanced side, listening solutions that not only return aggregate volume but also aid pattern recognition, uncover trends, and calculate share of voice among groups of keywords or queries can provide tremendous value.

However you approach it, the goal is to reach clearly defined outcomes within your brand’s larger social strategy. If monitoring tactics result in enhanced engagement and listening efforts inform more strategic decision-making, you’re well on your way to achieving resounding success.

So let’s dive into how each of Sprout’s social listening tools can help you keep a pulse on your brand, competition and industry.

The Sprout Social listening spectrum

Smart Inbox

The Smart Inbox is the place to keep track of every conversation with and about your brand. It is the essence of monitoring, helping you to centralize and foster authentic conversations with action in mind. Messages from each of your social channels are centralized into one feed to make sure you stay focused and never miss a message.

Brand Keywords

Brand Keywords help you capture more conversations that are relevant to your brand, industry or competition. This is a step towards listening as you go beyond just your brand with the ability to track a variety of topics. Brand Keywords are custom searches that run constantly and display results in your Smart Inbox, which you can interact with just like any other message. You are still focused purely on messages with the intention of responding or supporting on a personal level.

If you aren’t actively searching for these types of messages, you may miss out on the chance to jump in on important conversations.

Trends Report

The Trends Report automatically surfaces the most popular topics and hashtags mentioned about your brand. With the report we sit squarely in the middle of our spectrum.
The Twitter Trends Report shows the hashtags and topics that are trending across the mentions and replies for your connected profile(s). It also shows the people and brands that most frequently talk about and get mentioned with your business. You can begin to zoom out a bit on the conversation around your brand to begin to identify trends around your brand or campaigns.

Keyword Report

The Keyword Report reveals share of volume for basic keywords related to your brand, competition and industry. The Twitter Keyword report instantly uncovers trends in Twitter traffic for any keyword, hashtag or complex search query across any date range. With this report we start wading into Listening territory. No longer is the focus purely on individual messages. Instead you are focusing on bigger trends around certain keywords over time to determine campaign performance, keep tabs on your market, or discover patterns in keyword usage.

Sprout’s premium listening solutions

Sprout’s Listening solutions offer a window into the candid thoughts and feelings of an audience in aggregate to illuminate trends, uncover patterns and gauge emotional response around any topic. It illuminates both broader trends in popular topics, demographics and influencers, while providing the flexibility to zoom into individual posts for qualitative insights.

The insights illuminated here can power not just your social strategy, but overall marketing and even business strategy. Ultimately, knowing “why” is a powerful thing that requires an equally powerful solution.

If you’re ready to start driving your strategy with listening insights or monitoring capabilities, request a demo of Sprout Listening here.

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Trump’s 2020 attack strategy: Smear Biden over mental fitness By Eric Bradner, Ryan Nobles and Dan Merica, CNN President Donald Trump and his allies have zeroed-in on an attack against Joe Biden, going after the presumptive Democratic governmental nominee’s mental physical fitness in a coordinated effort using smears and innuendo to paint him as ill-quipped to be President of the United States. Trump for months has questioned the mental skill of the opponent he calls “Drowsy Joe.” Trump last week described Biden as “a sleepy person in a basement of a home,” and he has actually repeatedly recommended that Biden did not personally write declarations issued by his project criticizing Trump’s handling of the coronavirus pandemic. His project and the Republican National Committee have progressively focused its attacks on Biden’s tendency for on-camera verbal stumbles in recent weeks, as it looks for to define Biden after he emerged triumphant from the Democratic primary. One example came previously this month, when Trump’s campaign launched an ad comparing Biden and Vermont Sen. Bernie Sanders, which closed with the line: “At least Bernie remembers his positions.” https://twitter.com/parscale/status/1247928262036258816 The attacks are an early demonstration of how Trump will utilize the full Republican politician Celebration apparatus to run a scorched-earth campaign based upon personal insults and unwarranted insinuations– a heightened variation of his playbook from 2016, when Trump and his allies, without proof, called into question Hillary Clinton’s health. They have actually become a daily occurrence from Trump’s campaign, assistants and Republican allies throughout every medium possible– on social media, in campaign e-mail blasts and videos and on Trump-aligned media companies like Fox News. Biden’s advisers and Democratic allies mention that Trump is guilty of many of the same verbal tics he is attacking Biden over, and often lies and embraces conspiracy theories. As one Biden ally put it: “Has Trump taken his own guidance and downed a gallon of bleach yet?” The attacks weaponize Biden’s propensity to stumble over words, utilize the wrong word or interrupt himself in the middle of long answers by stating, “anyhow,” and altering course. To fans of a former vice president who in December 2018 called himself a “gaffe maker,” those long-time spoken tics have always belonged to Biden’s public persona. They are made more forgivable to his advocates by Biden’s openness about conquering a stutter. Aside from periodic jousts amongst assistants on Twitter, Biden’s project has mostly neglected the Trump project’s attacks. Biden-world’s view is that the political and media landscape has actually shifted because 2016, when every Trump attack on a rival was treated as novel and took command of the project narrative on social media and cable news. His consultants pointed to Trump’s stopped working efforts to guide the political discussion in the 2017 Virginia governor’s race, when he and his GOP allies cautioned of the MS-13 gang, in addition to the 2018 midterms, when Trump’s message concentrated on caravans of refugees approaching the US-Mexico border. ” The misapprehension that whatever Trump wishes to speak about is inherently efficient and that he gets to act as the media’s at-large task editor has actually been closed,” a Biden consultant said. As Biden has adapted to marketing in the age of coronavirus– knocked off the campaign path and rather transmitting occasions and interviews from a transformed rec room in his basement in Delaware– Trump’s project is seizing on every on-camera miscue, with conservative Trump allies such as Fox News host Sean Hannity then magnifying them. ” His sharpness, or absence thereof is on screen every day, every time he talks,” Trump project spokesperson Tim Murtaugh informed CNN in response to concerns about the technique. “His failure to keep a train of thought going is obvious.” Biden frequently looks down at his notes, which Trump’s allies have actually mischaracterized as Biden dropping off to sleep. Trump’s boy Eric Trump tweeted a seven-second video from Biden’s online broadcast with Hillary Clinton on Tuesday, along with the hashtag “#SleepyJoe.”. https://twitter.com/EricTrump/status/1255213748811374596. Robby Mook, Hillary Clinton’s 2016 campaign supervisor, said Trump “always projects his biggest weakens on his challenger in an attempt to deflect criticism from himself.”. ” What is very clear is the White Home thinks his presidency will be evaluated on how properly he is managing coronavirus, so it makes ideal sense that he is now attempting to accuse his challenger of incompetence, which is ridiculous.”. The attacks resemble how Trump’s campaign pursued Clinton in 2016, Mook noted. Trump and his campaign frequently cast the former secretary of state as sick or unhealthy, a technique that was further elevated after Clinton stumbled after a September 11 occasion in New York due to concealed pneumonia. ” I simply see a pattern regularly from 2016 all the way through now, which is, he attempts to predict his most significant issues onto his opponents so he gives the media a false equivalence to attempt to muddy the water,” Mook stated. “Part of the factor he was so obsessed with calling Hillary Clinton dishonest is because he is probably the most deceitful individual to win the White Home.”. Biden advisers argue that Trump’s efforts to caricature Biden won’t overcome the same qualities that insulated him in the Democratic primary: After 5 decades in the public eye and eight years as President Barack Obama’s No. 2, voters feel like they know him. Biden frequently expresses distaste for attacks on his rivals’ character. His aides say that by questioning Biden’s mental capability, the President is guiding the project toward concerns of character and fitness. ” This is asinine to tee up– since it’s 10,000 times even worse for him,” a Biden adviser stated. As an example of how easily Trump could be parodied, Biden’s assistants indicated a video from The Daily Show in which Fox News hosts and analysts’ comments about Biden’s mental skill were interspersed with videos of Trump’s own verbal flubs. Biden spokesman Andrew Bates tweeted The Daily Program’s video, which has been seen 3.6 million times on Twitter, on March 25, in action to Trump spokesperson Matt Wolking tweeting: “When is the last time Joe Biden was lucid?”. https://twitter.com/AndrewBatesNC/status/1242886701002960896. ” Triggering voters to assess prospects’ mental states is a devastating proposal for Donald Trump, so we’re never going to prevent him from going there,” Bates said. – CNNPolitics.

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