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100 Ways to Use Social Media Monitoring
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100 Ways to Use Social Media Monitoring


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Companies that are new to social media monitoring and engagement frequently wonder where to begin. This can even be a bigger challenge if nobody is talking about your company or brand. …

Companies that are new to social media monitoring and engagement frequently wonder where to begin. This can even be a bigger challenge if nobody is talking about your company or brand.

Here are 100 examples, divided into 10 categories, of things that you can listen to and monitor for across the social web.

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  • 1.
  • 2. New to social media monitoring and engagement?
    What do you listen for? 
  • 3. We've created a list of100 ways to get you started.
    Some uses didn’t make our list because we stopped at 100.
    If there are other ideas you would like to see explored in a future list, let us know.
  • 4. We look at these categories:
    Brand monitoring
    Competitive intelligence
    Industry monitoring
    Thought leadership
    Lead generation and sales
    Customer service
    Search engine optimization (SEO)
    Crisis communication
    Product development
    Advertising and marketing effectiveness
  • 5. Brand monitoring
    Listen for online mentions of your brand
    Listen for positive mentions of your brand
    Listen for negative mentions of your brand
    Listen for direct and indirect questions from customers
    Discover brand advocates
    Discover brand detractors
    Discover influencers for your brand
    Learn where customers are talking about your brand
    Listen for the most popular topics about your brand
    Monitor public perception of your company
    Listen for mentions of executive team
    Listen for mentions of product misuse
  • 6. Competitive intelligence
    Discover online mentions of your top competitors
    Discover competitors’ latest product releases
    Discover competitors’ recent company news
    Listen for customer comments about competitors
    Monitor competitors’ blogs for company insight
    Monitor competitor employees’ social profiles
    Monitor competitors’ content for levels of customer engagement
    Discover negative mentions of competitors and treat as opportunities
  • 7. Industry monitoring
    Listen to mentions of your industry
    Listen for mentions of your brand compared to your industry
    Listen for mentions of your competitors as part of your industry
    Monitor share of voice in your industry
    Monitor industry trends
    Discover industry issues
    Monitor industry news
    Discover industry influencers
    Monitor perception of industry by larger business community
    Monitor changes in social media adoption in your industry
  • 8. Thought leadership
    Monitor changes in conversation volume around key issues
    Discover industry posts that require comment by your company’s subject matter experts
    Monitor spread of company thought leadership blog posts
    Identify online opportunities to share thought leadership
    Identify speaking opportunities for subject matter experts
    Determine perception of company as a thought leader
    Determine perception of company employees as thought leaders
    Discover other industry thought leaders
    Monitor influence of company thought leaders
    Monitor influence of industry thought leaders
  • 9. Lead generation and sales
    Monitor for buying indication terms within your product category
    Monitor for recommendation requests within your product category
    Monitor for discussions of your product category
    Monitor target prospect personas to confirm accuracy
    Monitor questions and conversations about your product category
    Discover topics for remarkable content
    Share relevant content with prospects
    Answer direct questions from prospects
    Discover competitive insights
    Expand pool of prospects
  • 10. Customer service
    Identify customer service issues as they emerge
    Monitor volume of conversation around customer service issues
    Respond to customer service issues in real-time
    Determine if customers are willing to take issues offline
    Gather customer feedback to share with other teams
    Build relationships with customers
    Answer customer questions
    Respond to positive feedback
    Share helpful company information
    Monitor ongoing customers concerns
  • 11. Search engine optimization (seo)
    Discover relevant industry keywords
    Monitor selected keywords for content ideas
    Discover influencers using selected keywords
    Determine which keywords are performing best
    Determine which keywords are not performing
    Monitor spread of content to determine better titles
    Connect with people in industry to enhance social search
    Discover relevant blogs to consider asking for backlinks
    Monitor SEO influencers to keep up with search engine changes
    Monitor search engine social profiles to keep up with changes
  • 12. Crisis communication
    Monitor community news sites around facilities
    Listen actively to conversations around the crisis
    Establish a baseline for potential threats
    Establish a baseline for potential failures
    Find sites that are critical of your brand
    Find people that are critical of your brand
    Look for channels to use for crisis outreach
    Determine potential issues before they escalate
    Determine the volume of critical conversations
    Determine sentiment level changes which could indicate a crisis
  • 13. Product development
    Listen for comments on current products
    Listen for comments on competitors’ products
    Discover new uses for existing products
    Discover opportunities for product offerings
    Solicit product feedback and monitor comments
    Conduct beta testing
    Monitor new industry opportunities
    Listen for potential new product features
    Understand how customers are using your product
    Identify points of difference about your product
  • 14. Advertising and marketing effectiveness
    Track advertising-specific keyword usage
    Listen for social response to advertising messages
    Gauge sentiment toward advertising campaigns
    Monitor conversations from trade shows
    Monitor unique URLs on your ads
    Monitor unique phone numbers on your ads
    Find sites relevant to your brand for online advertising
    Learn the language of prospects
    Monitor campaign or brand specific hashtags
    Solicit user generated content and monitor results