Whether it’s to protect your reputation, your market or your audience, the press and social media are full of information that is interesting for you. So much so that it has become humanly impossible to stay up to date with everything he says!

Fortunately, there are many tools to help you monitor and analyze posts and online conversations. But how do you choose the perfect monitoring tool for your business? Discover 5 questions to ask yourself when choosing the monitoring tool of your dreams!

1. What is the objective of your watch?

Before embarking on the search for your ideal monitoring tool, it is important to think carefully about your monitoring project.

A watch can meet different objectives. Set your goal and then find the right tool for you.

E-reputation watch:

How is your brand perceived? Who are the influencers who talk about you? What topics and trends are associated with your name and your products?

This watch allows you to analyze the notoriety of your brand, by following all its mentions.

Competitive intelligence:

What do we say about your competitors? How do they communicate? How is their communication received?

This monitoring allows you to identify the good (and bad) practices of your competitors, and to detect trends in your sector. It is also a good way to compare yourself to them, in order to position yourself in your market.

Sector watch:

What’s going on in your market? What news, innovations and trends drive it? How is your market perceived in England? At the other end of the world ?

The objective here is to obtain information on your market in order to make informed strategic decisions, in terms of developments and investments.

Consumer watch:

How do my different targets behave? What are their motivations and their brakes? Is it relevant to broaden my target?

Each type of watch will have its preferred indicators and channels. For example, for consumer monitoring, it will be interesting to take into account customer review sites and forums. It’s up to you to define the type of information you are looking to reach via your social media watch, and to adapt your developed means.

2. Who will be in charge of the day before?

Today, social media watch generally falls under the responsibility of the department communication.

They can use it to track brand reputation and awareness on this channel, and to track and analyze the impact of their communications campaigns.

But the day before has interests that go far beyond communication!

The marketing : to get a better understanding of their audience, and to discover new opportunities. For example, the clothing and sports equipment brand Under Armor, aimed mainly at athletes, discovered through their watch a whole community of yoga lovers who mentioned their brand. Under Armor therefore declined its products and its positioning in order to meet this target and was able to successfully develop its market share.

The Department research : on social networks or forums, Internet users share the problems they encounter with a product, or even avenues for improvement, and regularly share their desires and their brakes on the use of such a product or service. So much crucial information for R&D!

The Department Market Intelligence, to track reviews of your competitor and their customer service, or what they post directly online.

Those responsible for Business Development can also find new business opportunities, by monitoring the various requests for recommendations published by Internet users for example.

Your Customer service may take advantage of messages from your consumers.

The Human ressources can use it to track their employer branding.

If you want to launch your media watch project, remember to involve the other departments of your company that may find it of interest.

3. What technical criteria to consider?

To choose the monitoring tool that best suits you, you must obviously consider the functionalities and technical criteria that are important to you.

Here are a few :

The sources monitored by the tool

Are these only social media sources or are there also press? What social networks are available?

Completeness of the previous day

Does the tool pull up all the content published on social networks?

For example, only a few monitoring platforms (including Meltwater) have access to Twitter’s Firehose, an exclusive partnership guaranteeing the exhaustiveness of the content monitored.

Return from the previous day

Can the tool go back from past mentions of your keyword?

Possible analyzes

What indicators and analyzes are available with the tool? Can we measure reach, trends, sentiment? Can we also follow the performance of its competitors?

Depending on the objective of your monitoring, certain indicators will be essential to analyze.

Example of a monitoring dashboard
Example of a monitoring dashboard

Ergonomics and ease of use

Beyond technical capabilities, this criterion is very important because it will directly influence your use of the tool.

Choose a simple access platform that integrates easily with your other tools already in place, which you will be sure to want to use regularly, rather than an overly complex tool that might put you off.

Reporting and sharing of results

Your watch is made to be shared, does the platform include options going in this direction?

Some tools offer, for example, the sending of newsletters, the animation of newsfeed or the automatic creation of easily shared social media or press reporting.

Updates

Social media is constantly evolving, it is important to choose a tool that evolves with them and regularly offers new functions.

Additional functions

Does the monitoring tool offer other functions such as identifying influencers, contacting journalists or managing social media?

Some platforms offer a whole range of solutions going beyond monitoring, which will allow you to centralize your different tools on a single platform.

Mobile app

It is sometimes crucial to be alerted when a critical message is published on social networks or in the press, in order to be able to react effectively.

Some tools offer mobile applications that notify you as soon as a crisis or a major trend emerges.

4. What level of support is available?

For getting started with the tool, in the event of crises or major campaigns, it is important to be able to count on external help to ensure that your watch is properly implemented.

Then distinguish the different types of supports.

It can be someone really dedicated to your support, messaging integrated into the platform or simply a library of resources and tutorials.

To ensure that you integrate your monitoring tool into your routine, it is best to have a person who accompanies you in the handling of the tool.

5. Which subscription method to choose?

There are several subscription modes on the watch tools market.

Some platforms charge by the number of mentions, others by the number of searches or users.

The latter model is more advantageous, especially if your brand generates a lot of conversations and allows you greater flexibility in the creation of your monitoring themes.

And after that ?

Once you have defined all the essential criteria for you, you can start the research!

Make an initial selection of the tools that seem to suit your needs, then ask to see personalized demonstrations of these tools. Your final decision should then be easy.

And if you want a free and personalized demo of the Meltwater watch tool, it’s here!

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