Most companies rely on search or feeds to look at their effectiveness. We tend to use a specific Social Media monitoring tool as it gives us a much wider trawl and feeds this information into us on a daily basis so we can action a response or relay to the client.
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Keeping tabs on buzz about your brand is vital. Even if a company is less involved directly in social media, its customers almost definitely are, and their conversations can end up a big story.
According to a survey of business technology professionals by InformationWeek Analytics, most companies are relying on relatively low-tech solutions to the social media monitoring problem.
A majority of companies were using tools like Google Alerts to monitor discussions of the firm and its competition across social media sites. Outsourcing the task or using a dedicated application for the purpose was relatively uncommon.
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Robert Hughes is Managing Director of the Cheltenham based web design and Drual development agency Tigerfish Interactive. He is currently working with companies to help them maximise business growth online.
