In part three of this series, TourismTattler looks at some useful social media monitoring and analysis tools.
Last month we started off by researching our present position in Social Media Marketing and we hope this gave you some clear ideas as to what might be lacking in your campaign or what may have been gained. To read Part 1 and Part 2 again, click on the hyperlinks. We hope it sparks off some fresh thoughts and new ideas to help you along in the process.
This month we’re going to start with a preliminary channel analysis. What is important is that we prepare for our research. Initially, it is important for us to look at different data that can influence our success rates in different channels, the way that that data is obtained, and the way it is interpreted and displayed. Especially, we’ll take a look at the channels we are currently using; the kind of posts the people in our audience are making, and what methods our competitors are using to influence that same target audience. Our main goal at this point is to get a feel of whether these channels serve a clear purpose for our audience and for us.
To start off with, we can’t simply have a first account look at our company’s social pages. What we need is to gain a deeper insight and understanding from the start. We’ll do this by using a set of social media marketing search tools that are readily available on the web. Later on, we will start to use other automation tools to interact with the social web. Our first goal with these tools is to look at what kind of data we can obtain and how we might be able to use it.
In particular we are going to make use of:
This will give you important metrics about your existing Facebook page if you have one. Go to: https://web.facebook.com/business/news/audience-insights (while you are logged in).
Measuring brand sentiment is important, so go to https://socialmention for some real-time social media search and analysis. This amazing tool finds who’s talking about your brand or competitors in the news and in social media. Importantly Social mention also counts the mentions of your brand and ranks the keywords, hashtags, sources, and top users as well.
For announcements about popular hashtags go to http://www.hashtags.org. Here you can find the most popular hashtags that are trending today.
For the moment just take a look and play around with these social media marketing tools, use words and search phrases that make sense to you. See what words are being used on Twitter and see what people are trending. At the same time try to interpret the metrics you are viewing.
In next month’s issue of Tourism Tattler, we will get down to using these tools in earnest to get to the bottom of how our audience is actually engaging and interacting. From this, we will deduct what channels are suitable to our brands and products and at the same time pave the way for formulating successful social media marketing strategies.
If you have any questions in the meantime, comment on this social media article below, or on Twitter.