Brands should react to their customers’ conversations online. We present eight social media monitoring tools that can be used to follow discussions.
What is social media monitoring – and why is it important?
Social media monitoring lets you know what your customers think of you.
Social media monitoring is all about getting an overview of the signals on the internet about your own brand – about new company-relevant topics, customer opinions about your own company, products or services and the competition. For this purpose, certain key words can be set and tracked with the help of tools, which inform about ongoing conversations in the network.
In contrast to a social media analysis, social media monitoring is carried out continuously, for example in order to be promptly informed about problematic posts. In this way, those responsible can set up automatic notifications – also known as “Alerts” – in order, for example, to identify and intercept emerging crisis situations in good time.
But social media monitoring does not only have to serve to avoid shitstorms. It is also important that community managers see when, for example, an influencer speaks up. Praise can also be received – even if it is simply a simple “Thank you!” Maintaining relationships is another important reason why social media monitoring is fundamentally worthwhile.
Over the years, a market has developed that supports companies with a variety of tools for social media monitoring – some for free, some for a fee. At this point we give a brief overview of the most important protagonists.
8 popular social media monitoring tools at a glance
Know what customers are talking about. Social media monitoring tools help to keep track of conversations online.
Anyone using Hootsuite for the first time could quickly get the impression that it is a pure analytics tool. It is primarily used to schedule and distribute content in social networks and, among other things, provides coverage statistics.
But there’s more to the Hootsuite. Twitter and Facebook mentions, for example, can also be followed via individual streams, which community managers can answer from within the program. The Hootsuite is available in both a free and paid version from 19 euros per month.
Even Luxury watches can derive both analyzes and pursue discussions on the social web. What is special about the tool is its excellent coverage of various forums, news sites and blogs.
The Brandwatch tool is considered one of the most comprehensive on the market and is used by numerous companies such as Sky and Whole Foods. According to the company, it accesses over 80 million sources. Brandwatch can be tested for free for seven days and is then subject to a charge. The price is 600 euros per month.
Echobot is a monitoring tool for social as well as classic media. PR departments can also use it to manage addresses and send their own press releases to a mailing list.
The service is also recommendable because of its German location. Echobot advertises that it is subject to German data protection guidelines and thus special standards. Echobot can be tested free of charge. The basic version of the Montoring offer then costs 299 euros per month.
Also Radarly is incredibly large – from analysis options through to influencer spotting a complete CRM offering.
For people who want to concentrate solely on social media monitoring, Radarly could also be too extensive, because the range of functions has its price: the starter package alone costs 480 euros. But if you want a solution for everything, you should test the tool.
Until recently, Audiense was still called Social Bro and is limited to monitoring in the Twitter cosmos. The tool offers in-depth analyzes, competitor comparisons and real-time monitoring at a high level. In addition, followers can be divided into finely scalable criteria.
This includes, for example, the number of followers, the ratio between the number of followers and friends (important to filter out influencers, for example) or the number of tweets during a certain time (important to track down dead accounts). Social Bro is available for free.
Also Talk Walker is popular and can compete on the features loosely with Brand Watch. The tool also collects content from forums, blogs, news sites, Twitter, Facebook and other major social networks. In addition, Talkwalker can also be used to identify newly discussed topics, which is helpful, among other things, when conceptualists want to set up a real-time marketing campaign. The tool comes in a free free version and paid versions. The basic version costs 500 euros.
7. 247 degree connect
Also 247GRAD Connect provides an access to the latest mentions of predetermined keywords in news portals, blogs, forums and on Facebook, Twitter and other social networks. In addition, the program also offers a content planner and a clear analytics function. 247GRAD Connect is a German tool. Those interested can test it for 30 days. The test phase ends automatically and is non-binding.
8. Buffer Respond
Buffer Respond is also brand new on the market . So far, the tool could only be used to plan and distribute content on the social web. Since last year, however, it has also been possible to answer user queries on Twitter and to run brand monitoring in the microblog. The basic version is available free of charge.
Social Media Toolbox: 17+ useful tools, apps and plugins that make your everyday life easier
Social media professionals watch out! In this list we have listed other little helpers that enrich your everyday work. Regardless of whether it is about planning and researching content or about services that help with networking. Also take a look at the article “Social media toolbox: 17+ useful tools, apps and plugins that make your everyday life easier” .