You need to monitor social media activity for your client. What tools should you use?

Social media is a dialogue and works best when used as a dialogue and not a one-way message. Before you jump into social media for a brand, map out your strategy. Is there a particular product, service, or program you want to increase, for instance? Determine how you will measure your strategy -- number of clicks, number of comments, sentiment of comments. Choose what works best for your campaign.

Knowing your audience and your goal is the starting point. You can only measure your success based on your objectives. Know that and you're on the road to success!

When choosing a tool, consider the specific needs of your client, such as the platforms they are active on, the depth of analytics they require, and your budget. Many of these tools offer free trials, so it’s a good idea to test a few to see which one fits your needs best.

El propósito del monitoreo en redes sociales es entender las preferencias, opiniones y comportamientos de tus clientes para ajustar estrategias de marketing. Utiliza herramientas como Hootsuite, Sprout Social o Buffer para analizar datos y mejorar la interacción con tu audiencia.

Algunas herramientas recomendadas incluyen: Hootsuite: Permite la gestión centralizada de múltiples perfiles de redes sociales, facilitando la programación de publicaciones y el seguimiento de menciones clave. Buffer: Ofrece programación de contenido y analítica de redes sociales para evaluar el rendimiento de las publicaciones y la interacción del público. Brandwatch: Es una herramienta avanzada de escucha social que rastrea menciones de la marca en tiempo real y proporciona análisis detallados de la percepción del cliente. Sprout Social: Ofrece funciones de monitoreo de redes sociales, programación de publicaciones y análisis detallados para optimizar la estrategia en redes sociales.

Rather than comparing technical features for various monitoring tools, the first question we need to ask is, do they measure ALL the platforms our audiences and customers participate in? For example, can those tools measure Tikok (or Douyin), Wechat, Little Red Book (小红书), Line, etc? Various tools have audiences that sometimes overlap slightly, but largely the audiences may be different, and the tools' algorithms are also different. We need to be able to monitor and assess those.

Los criterios de evaluación incluyen el alcance de la audiencia, el compromiso generado (likes, comentarios, compartidos), la percepción de la marca, la detección de tendencias y la identificación de oportunidades de mejora en la estrategia de marketing digital.

These are my top three: Hootsuite lets you keep an eye on multiple social media sites from a single dashboard. It lets you schedule posts and get analytics, and it keeps track of mentions, keywords, and engagement. Sprout Social lets you keep an eye on your followers, get analytics, and manage your relationships with them with a powerful customer relationship management (CRM) tool. It also has tools for scheduling content and making reports. Brandwatch is an expert in social listening and analytics. It gives you information about how people talk about, trend, and feel about brands on the web and social media.

Algunos ejemplos de herramientas para monitorear la actividad en redes sociales son Hootsuite, Sprout Social, Buffer, Brandwatch, Mention y Socialbakers. Estas plataformas ofrecen diversas funcionalidades para analizar el desempe?o de la marca en línea y tomar decisiones informadas.

When you work for clients, it's the norm to report (usually on a monthly basis) with your insights. This data usually comes from the platform itself (Insights are pretty good and easy to navigate). So many advice to small business owners who are managing their own social channels is to report back to yourself as you would a client. Set clear goals and objectives and the monitor and measure your success. Social is a slippery beast, so you have to be agile, and adaptable and move things around if they're not working. Test and review regularly for greater success.

In order to monitor the social media activity of your client, you will need to utilize tools that are capable of tracking mentions, analyzing sentiment, measuring engagement, and providing comprehensive reports.

In a nutshell, use the insights data. Most people don't. It will really better inform your content going forward and really help with campaign success.