I think it’s absolutely amazing what we marketers can do with tools and technologies these days.
There’s no shortage of data and information we can track and monitor, and there are plenty of great tools (such as Brandwatch) helping us deliver and interpret this information.
However, data and information is nothing more than just that unless it is acted upon. Especially when it comes to social media monitoring, companies need to have a process in place for making use of all the social media monitoring data they find.
A few times I’ve bumped into companies that use fantastic (and expensive) social media monitoring tools, or agencies, only to find that all that happens is an executive is left with a social media monitoring ‘report’ collecting dust on his desk.
My point is is this: you shouldn’t invest in social media monitoring just to tick off a box. You should invest in it because you want to act on the data, and ultimately do better business with your customers and prospects.
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