What is today known under the name of digital scenery is full of people that talk about their experiences concerning brands in every moment of the day. Social media branding is very important, as whether it expresses enthusiasm for a new product or complaints about a poor one, it’s one of the most adopted subjects nowadays. People all over seem to be posting about products they hate or love and about their favorite brands, as well. Therefore, the fact that monitoring social networks are a great way for companies to earn customer’s feedback on their services and products shouldn’t be a surprise whatsoever.
Adopting social media strategies
As customer data is a very important part of the social media strategies, it’s interesting to see as well how companies monitor their brands and how social media branding really works. This is easy to find out after some online research, as there are numerous studies trying to quantify the number of companies that had in place social media monitoring plans. The majority of studies that can be found online report that more than 60% of all companies don’t use any kind of tools in order to monitor brand conversations, which is in fact very surprising.
Studies in social media monitoring and branding strategy
In the year 2010, the Harvard Business Review Analytic Services issued a report called ‘The New Conversation’ which revealed the fact that 75% of the companies that were taken into account for the survey weren’t sure about who were their most valuable customers who were talking about them on a daily basis. Another recent study, a CapGemini one, found as well that out of 302 executives that were surveyed, only 57% of them stated that their companies were monitoring conversations held online for products and brands mentions.
What’s interesting and shocking in the same time is how long these figures are, taking into consideration the fact that most companies have implemented social media branding programs, but still don’t track their client’s conversations. In these times, when many organizations are entering social media, getting an analytics program is highly important. The insights one can get from following a brand conversation can offer important data in order to help shape digital strategies. The health monitoring of an online corporate brand can work in identifying discussions that can possibly harm your reputation.
Understanding the customer is key in social media strategies
Without the understanding of customer sentiments or of the market impact, a social media strategy seems to be missing a very important component. It has been demonstrated that the collection of insights from all types of online conversations can be very precious to some other functional departments from the organization, as well. Directing this rich data to your customer care center, to your R&D unit, or to other internal teams for that matter can inform additional business, customer and product strategies that weren’t on the horizon until now. This is how your business can easily gain benefices and in the same time remain popular among present clients.
