Campaign monitoring isn’t an exact science. Strategies and guidelines for monitoring may vary depending on the channels, methods, and goals of a brand running a marketing campaign. Though a key guideline publicists swear by is including social media monitoring apart from monitoring or managing earned media from influencers or a brand’s clientele.
It’s therefore important for brands to integrate both earned and social media in their monitoring strategies for marketing and public relations. Here’s exactly why—
It tailors your message depending on your need, trending topics, and possible crisis management
Being updated on the latest trends and topics is paramount to an effective brand campaign. Social media is a potent breeding ground for public opinion, so a single post can make or break a brand. Being informed allows you to spot relevant issues and use them to create engaging content, while also avoiding topics that can cause an uproar.
It allows you to manage public opinion
Social listening is an indispensable tool for a publicist. It’s a reliable gauge that allows them to understand public opinion and manage a brand’s image to help generate positive opinions and become more likable to the public eye.
It allows you to mitigate bad press or bad news
Social monitoring unsheathes negative opinions and lets you act accordingly to manage the situation. Negative opinions spread like wildfire which can lead to bad press and a marketing crisis. Having this awareness can give you a headstart to ease negative press.
It helps you prioritize your PR and marketing strategies
Social monitoring enables you to seek out problem areas and specify any points of tension. A targeted approach to managing negative opinions allows publicists to tailor a brand’s messaging to allow you to become transparent and explain your side of the story.