Digital Monitoring – What and How?
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It all starts with monitoring and listening, I’m sure you heard that before. But what should we monitor and how can we do it?
In this digital age it’s vital to identify the relevant discussions that your target audience is having about you or the industry in which you compete and to define the most appropriate channels to communicate with your stakeholders.
What to monitor?
Today we have access to a lot of data. But if on one hand this ocean of information presents great opportunities on the other it makes it challenging to choose what we should be looking at.
Monitoring factors may vary depending on the nature of your projects but, regardless of the sector you operate in, here are ten key factors you can start with to monitor your organization online:
1) Your organization/company name
2) Brand and service/product names
3) Names of key people in your organization
4) Competitor names
5) Competitor brand and service/product names
6) Names of key people in competitor organization
7) Your most recent marketing, advertising and PR campaigns
8) Your tagline
9) Industry keywords
10) Accurate and topic-specific keyword queries
How to monitor?
Today we have access to a countless number of tools but, at least in my opinion, there’s not enough clarity on how to use them. So here’s a list of tips that will help you optimize the way you use monitoring tools:
1) Be specific: Start by being as specific as possible because trying to monitor “everything” will just end up having a negative impact on the quality of your monitoring. Narrow it down to just what’s necessary.
2) Categorize: When you monitor a lot of data it’s important to make it easy to digest and analyze. Dividing what you are monitoring in sub-categories will help you a lot.
3) Select the right tools: Budget, project’s duration, team size and required level of access are just a few of the factors that you want to keep in mind when choosing a monitoring tool. During your planning phase make sure to carefully evaluate and determine the right level of support that you will need.
4) Frequency: Monitoring should be ongoing – yes, weekends included. You never know when something will happen and generate a crisis, like you don’t know what real-time or news-jacking opportunities may arise. Your digital eyes and ears must be open 24/7.
I hope this post will help you getting started with your monitoring but if you still feel like you need help, if you want to take your monitoring to the next level, if your organization doesn’t have the tools to do it or enough manpower, let’s talk.
We have the experience, the right tools, a dedicated team of seasoned analysts committed to providing monitoring to the highest standards and we are always just one click away…
Andrea Vascellari is Digital Planner for Edelman Digital. He is responsible for developing and implementing digital engagement strategies in the Middle East and Africa. You can follow him on Twitter at @vascellari.