If you are actively listening to what is being said about your brand, there’s a good chance your digging through a ton of junk just to get to brands that actually mention your product. Whether your brand is big or small, noise is going to be a problem. Most companies didn’t build their brand with social media mentions in mind, so while brands like Subaru may be easier to pick out, the Apple’s and Dodge’s may not be so easy to hear.
This is where the issue of quality over quantity comes up. By using a straight search for mentions of “Dodge” may yield hundreds of thousands of results on a weekly basis – but how many of them are relevant to the automotive brand? This is the real problem with a lot of social media monitoring solutions. If you have a hard to identify brand that is made up of common words, your number of irrelevant mentions will be through the roof. Some providers even charge you for these irrelevant mentions. If you’re looking to see customer problems, relevancy is important, and so is real-time. If you can’t find your data, how can you respond?
One relevant and real-time mention is worth more than thousands of irrelevant, dated mentions.
With social media monitoring, filtering out the noise is one of the hardest things to do, and very few do it well. When you are looking at social media monitoring solutions, ask the important questions, and confirm that they don’t just deliver quantity, but quality of data. Who do I recommend? Check out this social media monitoring solution.
