Murray Newlands offers an in-depth tutorial on social media monitoring in this week’s “Future of Engagement.”

Part 1 of this six-part discussion of principles and tactics of monitoring social media conversation:

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See the rest of the tutorial.

Key points:

  • Understand that social media monitoring can serve a wide variety of roles for your organization, including customer service, research and crisis management.
  • Information gathered can be used to improve your organization.
  • Monitoring can clue you in to social media behavioral norms, which can improve your ability to engage customers.
  • Not sure how to get started? Take a look at what other companies in your sector are doing, and use their practices as a starting point.

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