September 22, 2016


What is being said—or not said—on social media impacts whether a restaurant succeeds, if a levy passes, or even the outcome of a proposed development. We all know that monitoring online conversation is important. How do you get started? Our tips:

  1. Identify the best tool for the job. Look for a few things:

    • Can it monitor both social and news outlets?
    • How good is the reporting capability? Ask for a sample.
    • What is the pricing structure? Does it limit the number of mentions you can review per month?
    • Does it have Boolean search capability?
    • Can you easily access the tool after hours or from your mobile device?
    • Will you have a devoted rep who can help you with questions and setup?
  2. Develop your list of keywords as well as news and social pages. Consider monitoring reporters or other key influencers who may be relevant to your company or issue.

  3. Create a plan for comments you need to address. Who is in charge of responding and who needs to approve comments in advance?

  4. Don’t rely on your tool alone. As you refine your search capabilities, continue to monitor one or two key social sites to make sure you are picking up on all necessary information. Then, continue refining your keyword list.

  5. Don’t forget about private LinkedIn and Facebook groups. These sites often won’t get picked up by monitoring tools, so you will need to join the groups and individually review them.

  6. Bring order to your social media monitoring by using your tool’s reporting capabilities. Decide how many times a day you will have reports sent to you, who needs to see them and the protocol for response. Your process will largely be driven by why you are monitoring in the first place.

What would you add to this list? Tweet us at @JayRayAdsPR.