Chapter 16 Social media monitoring

Social media monitoring offers a great business opportunity and should really be part and parcel of every business’ processes if they are using social media in any way. Clearly businesses should also have some marketing measurement in place, but with social media you’re actually listening to what’s being said and what the undercurrent means, it’s so easy and the reporting is so clear that there’s really no excuse not to.

Social media monitoring should enable you to quickly see the results of your efforts and, if they are unsatisfactory, to identify why they are and improve them. You will do this in real time so problems become opportunities ...

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