Social media monitoring is a new, trendy, and a relatively simple tactic. Because of that, marketers assume they can just jump into social media monitoring, without looking through the learning materials or tips or best practices. As a result, many ditch the tool, or even the idea of social media monitoring, in a couple of days. They are disappointed, angry, and into sending emotional messages to the Support team. Don’t be like that. Read carefully about the mistakes you have to avoid to get the most (or at least something!) out of social media monitoring.
Social media platforms are overwhelming and confusing. If you haven't thought they are, consider this: there is a big four: Facebook, Twitter, Google +, YouTube; simply massive ones: Instagram, Pinterest, LinkedIn, Reddit, Tumblr; smaller, but still with a larger number of users than most countries: Snapchat, Vine, Quora; local ones: Qzone, RenRen, VK, Odnoklassniki, Line; niche ones: Badoo (for dating), Kaboodle (similar to Pinterest), GoodReads (for book lovers), etcetera. And there are MANY more.
As Medium put it, some businesses are made for social media. And Starbucks is definitely one of them. It seems like the minute social media became “the new thing”, Starbucks was all over it with its bright cups, and pretty coffee foam, and hipster Instagram filters. Seems like the whole fashion of Instagramming coffee is Starbuck’s fault even, though there’s no proof for it. How did this happen? That we don’t only see the coffee shop on every street, but also on every second Facebook account?
Your job as a marketer is to make sure the image of your brand that appears online is the one you want it to be. How, though, can you do that if most reviews and online mentions are user-generated? By spotting negative reviews and complaints and reacting to them in the best way possible. Let's find out how to do that.