Lately, social media monitoring software has been the darling. Everyone thinks they need to be monitoring their buzz, measuring their sentiment, analyzing every little tweet, post, and comment. But are we, in the social media monitoring business, missing the point?
Here’s what I’m coming to believe is the truth about social media monitoring, and the syndromes we are trying to avoid in the development of Eavesdropper.
1. Most Quickly Stop Paying Attention – The last thing most people need is one more bit of software distraction open on their computer—much less one that needs constant attention. Unfortunately, that’s exactly what many social media monitoring solutions deliver.
Flowing another river of information, simply adding more overload to your already crowded attention. The result is obvious—ignore.
2. Most Features are Novelties – Truth be told most features in these social media solutions are simply clever or interesting (like watching reality TV). Mention volume, share of voice, sentiment analysis, top influencers, and the like are buzz topics in social media, but what do they help you do?
- Listen? Sure, but there are lots of free ways to listen.
- Focus on the right things? Here, I’m more doubtful and this is probably your objective in finding social media monitoring software. There is going to be a lot of innovation in this area.
- Report results and impact? In most (paid) software tools this is the first feature in and probably the least useful. The obvious reason is when you are buying something you have to prove it is adding value. Don’t believe me…look at all the free tools—many are useful, but few have (management) reports!
3. Most Confuse with a RSS Feed Reader – This is the biggest misconception on social monitoring tools: “It’s just another RSS reader.” If yours is, ditch it. If that’s the way you are using it change your behavior. The biggest different you should be spending more time monitoring discovery than tracking the known.
4. Most are Unsure What to Measure – It’s a problem. Probably even a distraction. For most of our clients (competitive intelligence and crisis management), it’s movement, personnel shifts, defined trigger events, and activity flares. This is probably one that you just have to sit down and noodle out. It will be different for each client and you don’t want your software defining or forcing this one for you.
5. The Rest Measure the Wrong Things – See Truth #4. This is always the inevitable peril of analytics. I have always found the best way to avoid this is to evaluate your outcomes. Are you yielding the results you want? Are you moving in the right direction? If not, I can guarantee you either aren’t measuring or you’re measuring the wrong things.
6. Few Use it for Actions or Decisions – I think this is the number one cause of Truth #1. Watching social media without engaging is a little crazy, but I think most social monitoring tools neglect this. Of course, when they do clients use the tools and say things like, “It seems like something is missing here…”
Are you evaluating or using social media monitoring software? What are some of the truths or frustrations you are running into? Where and for what do you find these tools the most useful?
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If you want to learn more about using Kaleidico’s Eavesdropper in your social media strategy contact us at 866.667.5253 or send us an email at eavesdropper@kaleidico.com.
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