Listening and Monitoring
In the Chapter 5 of the book "Social Media for Strategic Communication" Karen Freberg explains the difference between listening and monitoring. Where listening is learning and exploring emerging trends, issues and opportunities that can have an impact on the company either positive or negative monitoring is more of a systematic process of understanding and analyzing the insights on reputation, brand position and opinion of the target audience.
Social media monitoring also requires one to tune in every day and keep a check on the opinion of audience to monitor the feedback being received so that efforts can be made to make the experience for the audience better. This is a way to show the target community that the company cares about their opinions. It is important to interact with the key audience and respond to their feedback both positive and negative.
Both listening and monitoring on social media is important and both of these strategies go side by side. It is impossible to monitor and listen to all on your own hence listening tools can be helpful. Some of these tools are Keyhole, Hootsuite, Sprout Social and Buffer.
Social media monitoring also requires one to tune in every day and keep a check on the opinion of audience to monitor the feedback being received so that efforts can be made to make the experience for the audience better. This is a way to show the target community that the company cares about their opinions. It is important to interact with the key audience and respond to their feedback both positive and negative.
Both listening and monitoring on social media is important and both of these strategies go side by side. It is impossible to monitor and listen to all on your own hence listening tools can be helpful. Some of these tools are Keyhole, Hootsuite, Sprout Social and Buffer.
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