Monitoring & Measuring Social Media – A Practical Guide

by Eric Melin on November 16, 2012

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Internet and social media monitoring can yield valuable insight and actionable intelligence that drives business forward.

One of the most common applications for social listening and measurement is brand management, but there’s so much more to be gained in so many different areas.

Last night I gave this presentation at the Helzberg Entrepreneurial Mentoring Program (HEMP) Retreat for some of the smartest, most inquisitive business leaders I’ve ever met. I want to personally thank HEMP for havingĀ  me and giving me such a warm welcome. What I thoroughly enjoyed (besides throwing off the suit coat and giving them a taste of Mean Melin, which was awesome!) was talking with a group of people so focused on business gains and practical applications. So much of the conversation at social business conferences already assumes that everybody there understands the value of social media. At HEMP, there were lots of great questions about the value and insight that can be derived from web and social research.

Hopefully businesses will be challenged to think outside the box. Brand management is only the most commonly used application for social media monitoring. This presentation spotlights the basics of social listening and measuring for a number of other uses, including competitive intelligence, industry research, market research, lead generation, customer service, crisis management, and campaign/product/service monitoring. Each practical application has a case study/example to make it easier to apply the concepts to your own business.

There is no one-size-fits all solution for social media ROI, so each company has to take a customized approach based on their own specific goals and objectives. Tying your social media program into the business goals of your company or brand is the foundation for success. As one of the quotes in it says, “Companies today simply cannot survive without metrics, objectives, analytics data and actionable information.”

Find out what kind of opportunities there are for your brand, agency, or business in the wide-open field of Internet tracking and social media monitoring.

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