3 Tips For Effective Social Media Monitoring From Tracx CEO Eran Gilad

By Megan O'Neill 

These days more and more brands are moving online, not only opening up Facebook and Twitter accounts to communicate with their customers, but also turning to social media sites to find out who’s talking about their brand and what they’re saying.  But monitoring the conversation surrounding your brand on social sites can be difficult—these sites are working 24/7 in all parts of the world.  How can you effectively monitor the conversation that’s going on and engage with the people that are talking about you?

I had the opportunity to sit down with Eran Gilad, CEO of Social Media Management System (SMMS) Tracx to find out a bit about his company, as well as to glean some insight into how brands today can effectively manage and monitor their social media campaigns.  Before we get to the tips, here’s a little bit of background on Tracx.  Tracx offers a whole suite of tools to help brands and agencies build, manage and monetize their social media presence.  Tracx helps you find all the conversations and mentions surrounding your brand (and relevant keywords), ranks influencers within your arena, shows you your competitive landscape, provides in-depth reporting and ROI and more, all in one easy-to-manage system.  And I must add that Eran gave me a demo and the design is absolutely beautiful.  You can find out more at tra.cx.

And now…on to Eran Gilad’s social media monitoring tips!

Keyword Search Is Simply Not Enough Anymore

Previously, brands were analyzing their social media campaigns and their social presence based on how many people were mentioning the keywords surrounding their brand.  Based on this, they could say “X number of people are talking about us on Twitter, Facebook and beyond.”  But while these sort of statistics may sound impressive, Eran points out that they “leave large amounts of content out of the data.”

What are these people saying?  Are they talking about your brand positively or negatively?  Do these people even plan to become customers or are they just mentioning you in passing?  These questions have got to be answered if marketers want “to analyze and predict a brand’s online conversations in a more robust and complete manner.”  Eran says, “to get a true sense of a brand’s success it’s important to learn about users’ opinions and intentions as reflected in their social activities in addition to keywords.”  Do you know the opinions of the customers that are talking about your brand on the social web?

Don’t Rely On Data Sampling

Eran says, “Professional users are looking for the most accurate picture of their social landscape as possible, but the amount of historical and real-time data brand marketers are working with on a daily basis is vast.”  In order to cut through this vast amount of data, many brands rely on data sampling.  They look at a small percentage of the conversations surrounding their brand online and gauge sentiment overall based on that small percentage. But do you really want to gauge sentiment based on assumptions?  Eran points out that the more data you analyze and the better your social analytics engine is, the more accurate your results will be.

Search For Conversations, Not Mentions

While it’s all well and good to find out how many people are mentioning your brand, you’ll glean a lot more relevant information by searching for conversations.  For instance, let’s say you are managing the social media for Barney’s Taco Shack.  Someone tweeting “I just had lunch at Barney’s Taco Shack” with no responses is far less worthwhile to focus on than a Facebook conversation in which a few friends discuss their favorite dishes or their experience at a Barney’s Taco Shack.  Additionally, looking at the Facebook conversation in its entirety can help you get a better understanding of your customers than looking at each person’s comment on its own.

“While traditional social media solutions focus mainly on brand mentions across the social sphere, professional users tend to look for productive ways to increase their per post impact by focusing on conversations rather than isolated mentions,” Eran says.  “Once a brand understands the true context of the post, they are able to gain a much deeper value and insights from the data.”

How does your company analyze your social media presence and campaign success?  We’d love to hear about your experience with monitoring social media in the comments below.

Megan O’Neill is the resident web video enthusiast here at Social Times.  Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.