Social media monitoring, How can you use it to Improve your Marketing Campaign? - The initial growth of the Internet allowed marketers to target narrow demographics. If a website is about weightlifting, weight lifting companies would buy banner ad space and be able to target the readers of that website. Ads could be further tailored based off demographic information provided by the website.
For example, a weightlifting website read by women might advertise lighter dumb bells than a weightlifting website read by men. However, until recently, marketers couldn’t get much deeper than that.
In the early and mid 2000′s, social media came along in the form of MySpace. MySpace was mostly used by teens but ads could be targeted based on personal information people entered. Facebook overtook MySpace in the late 2000′s and is used by people from many demographics (though still weighted away from older folk).
Facebook records people’s browsing history on sites with Facebook plug-ins when they’re logged into Facebook, and also tracks the sort of pages they like and the demographic information they enter.
Facebook has access to user-provided information with Web and Facebook browsing history. With the ability to send ads to specific, individual users instead of just people who like the same website, Facebook and other social media outlets allow marketers target their ads at potential customers with more precision than ever before.
Social media monitoring
Google AdWords, another targeted ad solution, hosts ads on Google search results and tailors them according to known information about the person doing their search, including their search history. Google provides a free analytics and monitoring tool that shows marketers what ad words people click on, but it only works for searches on their search engines and not for social netorks.
As a result, perky start-ups like Alerti filled the void by developing tools that help marketers keep track of what people say across social media platforms.
Let’s say you’ve launched an ad campaign and are unsure over what people think about it. You could wait to see whether it affects sales, but there’s so many confounding variables that you might not be able to attribute a sales bump or dip to your recent ad campaign.
But what if you could see exactly what people are writing about you? What if you had access to what people were saying about you on blogs, Twitter, and Facebook, all in one place?
Analyze how people are reacting to your ad campaigns
Social media monitoring tools let marketers see what people are saying about their products across social media. Social media monitoring tools collect posts made on Facebook, Twitter, and other social networks (and blogs) and present them to you so that you can see what people are saying about your ad campaign, and where they are saying it.
This means that you can know what people think about your advertising campaign before they’ve even had the chance to buy a product.
More exposure to good potential leads
Technorati can be used to search blogs too, but they present their results like a search engine and don’t provide any analytics. On the other hand, social media monitoring tools present marketing data as a series of alerts and covers social networks as well as blogs.
Since most good services, like Alerti, also cover blog posts, you can use social media monitoring to find blogs that already write about your niche. From there, you can find out which sites are worthwhile for advertising. Thus, the social media monitoring service provided you with a cheap source for high quality, targetable leads.