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Monitoring social networks offers companies a privileged view of the type of messages that are being spread about the brand on social platforms. This analysis has the advantage that it can also be performed in real-time. In this way, companies act and react in time to possible crises, in addition to building closer relationships with their customers on social networks. But, what does monitoring in social networks include, what does it imply for companies, and what tools can be used to carry it out? We tell you about it in this article.

What Is Monitoring Social Networks

Monitoring social networks is the process that allows us to identify what users are saying about a brand or its products and services on these social channels and platforms.

Through specific software based on algorithms, it is possible to implement network monitoring strategies. These help to find the important messages and posts that the community of social users has published about a brand.

Although there is software that monitors automatically, it is also possible to monitor networks manually. For example, in creating lists to add social media posts that use certain terms, such as the name of the company or certain products.

Why Is Monitoring Social Networks Important

With billions of users globally, it is unnecessary to remember why the presence of a company in the most used social networks is essential today. Network monitoring is one of the key points within this global strategy, which allows companies to enjoy the following advantages:

• React in time to user comments and posts on social networks. This is especially important knowing that brands that respond to consumers on social networks are 21% more likely that that user will buy their products, according to Sproutsocial.
• Determine if the branding strategy is successful and how different demographic groups view a brand.
• Use positive feedback to reinforce processes and negative feedback to correct errors.
• Establish what type of social media campaigns are having the greatest impact and take action accordingly.
• Analyze the impact on networks compared to the competition, also determining their presence on these platforms.
• Detect hashtags or keywords that are potentially useful to use in the future and expand the scope of actions on networks.
• Discover trends in networks: what kind of conversations are users having, what aesthetic reasons do they prefer…
• Find users who are acting as brand promoters, and reward them. These are people who help improve the reach of a company by publishing content about their products or services and producing everything from tutorials to reviews or photoshoots. Thus, monitoring social networks can be the key to starting successful reputation marketing strategies.

Tools To Monitor Social Networks

On the one hand, there are complete social media management tools like Sprout Social or Hootsuite. These are platforms aimed at automating processes of all kinds in network management, which in turn include tools for monitoring, such as the creation of lists with mentions or terms that you want to track.

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