At this point, hopefully we all recognize the need for measuring the performance of your content and for listening to your audience. These two steps should be as vital to your content marketing process as creating your content. Listening to what your audience is telling you about your content (and more importantly, your brand) is one of the best ways to make sure what you’re talking about is of interest to them. However, what should you do when the incoming amount of conversation is too much to take in at once?
Being able to scale your monitoring and measurement to fit big occasions is crucial. It might seem like due to the amount of conversation, you don’t have to be right on top of everything that’s going on – surely your audience understands that they all can’t be heard, right? Good luck with that. Allowing for a flood of unchecked mentions can lead to that audience turning from engaged to enraged in the blink of an eye. It’s the way of social media.
Using a social listening tool is an excellent way of scaling your monitoring up for big events for your brand. Rather than having to check each mention individually, you’re able to get the general tone of the conversation and create responses based on the trends you’re witnessing. This gives you the ability to be more responsive more easily than if you checked each response individually.
The second big advantage of utilizing a listening tool is the ability to identify your influencers in your space and reach out to them to get your message out through them. If an influencer in your space responds to your brand, you need to make sure that they don’t negatively influence their audience about your brand. Conversely, if they have a positive interaction with your brand, then you can hope they’d amplify that message the same way.
Finally, scaling up your monitoring allows you to have multiple team members working together to take on the monitoring tasks. If you’re monitoring and measuring your responses for a large brand event, chances are that’s more workload than one team member should be subjected to. Having multiple team members monitoring keeps them fresh and lowers the chances that one overwhelmed person misses something crucial.