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Be More Social than Media: 5 Strategies for Diversifying Social Media Monitoring

Posted by Michelle (Haschka) Wright on June 30, 2010 at June 30, 2010 2:28 PM

We talk a lot about listening in social media. Why it's important, how to start a listening process, who should be doing the listening, etc. Those are all important questions. But don't forget to ask one more seemingly simple question: What am I listening for? Company and brand mentions, most certainly. But you shouldn't stop there.

If you want to take your listening to the next level, consider monitoring for other types of content. These won't necessarily be direct mentions of your company, but they'll allow you to join the social media conversation in a meaningful way, and feel more engaged in the communities that matter to your organization.

1. Industry trends

Look for conversations related to your industry, company growth areas, new products areas or technologies where you're investing.

Share your company's perspective regarding the trend or views on how the industry is changing as a result. Share a link to a recent article or case study that offers more insight (this might be from your company or a third party). Ask a question related to the trend to generate discussion.

2. Events

Seek out discussions related to events where you're presenting or attending.

This is a good opportunity to connect with other attendees and broaden your networking net. Share information about your role at the event. Comment on things you learned, or share observations and ask questions on topics discussed at the event.

3. Research results

Keep an eye out for research that's relevant to your company or business unit, especially if it supports the work you're doing.

Discuss your related experience - in support of or against - these results. Ask a question that you feel wasn't uncovered in the research to generate discussion. Share content related to the findings.

4. Company content

When you appear in a media article, distribute a news release or complete a case study or white paper, look for related conversations where this content may be of interest

Share a useful insight from the recently completed materials and provide a link to the full text. Share research you used when producing your content.

5. Questions

People often turn to social media to answer their questions, however, questions may not mention your brand specifically, instead they'll probably ask a broad question - looking for a new cable provider, any recommendations? What are the latest developments in business intelligence software?

Answer the question from your company's perspective, but make sure to provide useful information so you don't come off as too much of a salesperson. Provide a link to an article from your company or a third-party if you think it would be useful.

"Social" is the crux of social media, and people want to hear from people. As you broaden the scope of your monitoring program and social media interactions remember that it's important to be approachable, helpful and transparent about your company affiliation.

So, what are you listening for? Do any of these "types" stand out as opportunities? What's missing from your list?

Photo credit totalAldo

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Comments

Posted by: Mike Fraietta at June 30, 2010 3:02 PM

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