Easy Tips for Social Media Moderation

There’s a lot of discussion about social media monitoring. From Facebook moderation block listing, to Twitter monitoring, to blogs, to community conversations — even the thought of 24/7 monitoring starts to create a rumble in your stomach, your hands turn palmy and for some reason, it’s getting hot in here. After six years of monitoring, I have to say that I’ve learned a few things to make life easier.

Listening is the most important step to engagement, online and offline, but especially for social media. In the advent of emerging tools, it’s easy to get lost in the clutter of monitoring – Radian6, spiral16, and free tools like SocialMention, Google Alerts, and more. There are many great resources, but what about how to? Below I’ve outlined few critical steps to monitoring. I hope these are helpful to you. Happy listening!

 Quick Guide to Social Media Monitoring

  1. Know your industry/area. Regardless if you’re a B-to-B or B-to-C industry/company, listening helps improve your products/services. Know your competitors, know the language your consumers use and know how your competitors interact with consumers?
  2. Define your goals. What do you hope to get out of this? What’s the purpose? Define the what: what are you looking for? What are your key words? Do you have specific sources? What time will you monitor – hourly, business hours, 24/7? Who will monitor? Always assign back-ups and always have a decision-maker for those situations you’re just not sure about. Establish upfront what are issue statements, what is spam, and what to not include or flag.
  3. Document. Create a template to document your findings. I usually use an excel grid with specific sections based on platforms with columns to document content. In my master grid (as I call it), you’ll see the name of the source, date, permanent link, description or full text, sentiment (with point value), audience segmentation of the source and sometimes I include tallies for how and if the content pairs up with our objective to capture against ROI in those wonderful reports. Define what makes the most sense for you. And even if you’re using a tool like Radian6, always do an export of the content. Always, always keep back-up.
  4. Establish a process for issues management, either created through your engagement or outside of your control. Also, watch for trends that occur outside of your direct work. For example, tweeting happy, non-chalant messages during the devastating tornadoes in Joplin, Mo. Just be aware …
  5. Don’t Stop … Believing. No matter what people say, monitoring is hard. No, machines can’t do everything. And just because it’s not rocket science doesn’t mean it’s not taxing. For those monitoring day-to-day, know that you’re not doing some menial task – that the work you do is foundational to the business. Your insights drive strategy to truly help consumers and the community.

I hope this was helpful! If you have a tip, please share it!

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Posted on June 3, 2011, in Professional, Public Relations, social media, Web/Tech and tagged , , , , , , , . Bookmark the permalink. Leave a comment.

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