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Beth Kanter is a consultant, author, influencer. virtual trainer & nonprofit innovator in digital transformation & workplace wellbeing.

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What does monitoring your brand on social media channels really mean?

February 8, 2012 Filed Under: Digital Strategy


“Listening” or tracking what people are saying about your brand or issue has always been hailed at the first most important step in building your social media or network strategy.   Listening is the process tracking brand mentions or related key words and  transforming a “river of noise” into insights that allow you to make decisions.    Listening can help your organization craft messages/content, keep your finger on how your network thinks about your issue or brand, help with curation of content, identify influencers who you can transform into brand ambassadors, or address or understand a potential crisis early in the game.
The mechanics are identifying your keywords and picking a tool that can collect mentions and set up a dashboard.    The tools range from free to professional tools like Radian 6.    Here’s a step-by-step approach to listening.
Whether you are a large organization with professional tools or small organization using free tools,  the most important and valuable part of the process is the sense-making of the data.      You need to understand positive/negative mentions as well as changes in the volume.       My colleague, Lucy Bernholz, found a terrific example of such an analysis and shared it via a collaborative pinboard.
What if you are a smaller organization that can’t afford to hire an outside consultant to do the analysis or use a paid tool?   With a little discipline and 15-30 minutes of quiet time, you can do an analysis of your mentions – if the volume isn’t too huge.   It involves a content analysis and a little counting.   Here’s a template.
Does your organization make sense of your organization’s brand mentions by analyzing positive/negative and the change in volume?   What tools are you using?  What have you discovered?

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  1. What does monitoring your brand on social media channels really mean? | Social Technologies and Public Health | Scoop.it says:
    February 8, 2012 at 11:53 am

    […] background-position: 50% 0px; background-color:#222222; background-repeat : no-repeat; } http://www.bethkanter.org – Today, 11:53 […]

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  2. What does monitoring your brand on social media channels really mean? | Planned Giving | Scoop.it says:
    February 9, 2012 at 6:54 am

    […] background-position: 50% 0px; background-color:#222222; background-repeat : no-repeat; } http://www.bethkanter.org – Today, 6:54 […]

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  3. What does monitoring your brand on social media channels really mean? | Social Media Listening | Scoop.it says:
    February 14, 2012 at 12:46 am

    […] background-position: 50% 0px; background-color:#222222; background-repeat : no-repeat; } http://www.bethkanter.org (via @iGo2) – Today, 12:46 […]

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  4. Community management | Pearltrees says:
    March 23, 2012 at 12:00 am

    […] Does your organization make sense of your organization’s brand mentions by analyzing positive/negative and the change in volume? What tools are you using? What have you discovered? What does monitoring your brand on social media channels really mean? | Beth’s Blog […]

    Reply
  5. -my experience and evaluation of this thing called blogging- « neveragainjenn says:
    February 20, 2013 at 5:29 pm

    […] Netvibes to ‘listen‘ and track issues/topics can be very interesting and useful. Netvibes is a great resource […]

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  6. Listening for a purpose says:
    February 28, 2013 at 8:22 am

    […] will want to read what is listening, ROI of listening,  and the listening primer. Follow these individuals Beth Kanter and Kivi […]

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  7. The best bloggers are listeners | Becca Butcher's Blog says:
    September 28, 2013 at 3:32 pm

    […] to Beth Kanter’s Blog listening should be the foundation of your blogging or social media strategy. Listening not only […]

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  8. Listening in Social Media | Gab Chat says:
    September 29, 2013 at 2:25 pm

    […] reality, listening is a crucial component of effectively using social media. In fact, according to Beth Kanter, listening to what people are saying about your brand or issue is the most important step in […]

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