How Social Media Monitoring Can Save Your Brand

One of the most critical components of using social media as a customer service tool is “social media monitoring.” As more customers turn to social media for asking questions and airing complaints, businesses need to stay tuned into their channels so that they can respond promptly.

Why is social media monitoring so essential? Businesses that don’t watch their social media accounts for interactions will leave their customers feeling ignored and unhappy with their brand. Consider these statistics compiled by GoGlobe via SocialMediaToday:

• One in three social media users prefers to get customer service assistance via social media rather than telephone or email.
• Approximately 67 percent of consumers use social media networks to seek resolutions to problems with a brand.
• Sixty percent of customers who complain via social media expect the brand to respond within an hour.
• The cost to address customer issues over social media is just 1/6th of what it costs to handle problems through a call center.

Performing social media monitoring optimally involves two activities:

1. Monitoring your social media accounts for comments, messages, and tags (when people mention and link to your…