This piece accompanies my longer piece on Sprout
about social media monitoring. If you keep an eye on your mentions and DMs, then you are already practicing social media monitoring.
The intermediate level of monitoring is keeping an eye on things that your native platforms don’t already have built-in notifications for. These include: company product mentions, direct competitor alerts, and campaign hashtags.
I think one of the biggest social media mistakes that coffee companies make is not tracking these types of mentions. If you only respond to your @mentions on Twitter and none of the tweets that include but don’t tag you, then you’re missing a bunch of online chatter. An easy way to resolve this is to set up saved searches in Twitter of your brand, common misspellings, and general product names. If your audience is active, you might find more tweets and points of discussion that way.
To keep an eye on your competitors on Instagram, start a new account and follow them from there. Set up alerts so you know what’s happening whenever they post. Even if you don’t want to receive all these alerts, having this other account can still prove useful for competitor research.
For hashtags, you want to definitely be following ones related to your brand – named & peripheral. For example: your branded hashtags, common misspellings, popular industry hashtags, and any campaign hashtags you might’ve created.
These are just three basic ideas for social media listening. There are plenty more ideas out there and if you read through the article I wrote below, I give a more exhaustive list to track.