Tuesday, November 20, 2012

Why Do Organizations Need Social Media Monitoring Tools?

 Author: Suraj Arukil 
 About the Author: CEO/Founder of Nuvento ( a technology firm that specializes in Business Intelligence and Software Architecture.)

 It’s obvious that the social media scene is changing fast and business organizations are increasing their presence on social media and social networking channels like never before. The aim here is undoubtedly, social engagement in order to reach out to existing and potential customers, expand market reach, better target promotional campaigns and boost business in general.
But, as I said in my earlier posts, social engagement is just one part of a successful social media strategy.  But, in order to get a 3600 understanding of how ones social media strategies are working or to know in exact numbers what ones social ROI is. To me, the logical next step after Social engagement should be social media monitoring. Why? Simply because, it’s not just enough to ENGAGE with the target audience, business organizations also need to LISTEN carefully to conversations surrounding their brand/s, products and services, UNDERSTAND the sentiment behind the conversations and continue to do this consistently over a long run. This is where SOCIAL MEDIA MONITORING, made easy through social media monitoring tools, comes in handy for organizations.
So what do social media monitoring and social media monitoring tools essentially do for organizations?
•It monitors the social conversations in different social networking channels and finds out the trending topics in those conversations and also tells what is being talked about.
•Social media monitoring tools give you geo-demographic details about the conversations. In other words, it pinpoints where and when the conversations happened.
Image Source:kana.com
•Using these tools, organizations’ can find out who are their key influencers – those people who are talking the most about their products and brands.
•Social media monitoring tools also tells what the nature of conversations and the sentiment behind it is – positive, negative or neutral.
•Plus, high-end social media monitoring tools also gives you detailed comparative input in the form of charts and graphs on your competitors’ performance on social networking channels.
Which business organizations need social media monitoring the most?
I’d say any organization with a definite social media strategy and dealing with hundreds of transactions on a daily basis, irrespective of its size would surely require a social media monitoring system. Whereas marketing departments of every business organization stand to gain from social media monitoring tools, Advertising & Houses, PR Agencies and Financial Institutions stand to benefit in particular.
Shout Analytics
Shout Analytics is an innovative social media monitoring and analysis platform that enables organizations to use the power of social media to understand, monitor and engage with its customers. Our self-service social media reporting platform provides an aggregated view of an organizations social media interaction across social media sites like Facebook, Twitter, YouTube, Google+, LinkedIn and Blogs. With Shout Analytics, you can easily monitor customer sentiment (sentiment analysis), measure and benchmark your performance among competitors (competitor analysis) while identifying brand advocate and influencers.
To know more about Shout Analytics, write to us at info@shoutanalytics.com.


  1. Great post.Social media has changed everything how to communicate, do business and to read news.

  2. You are absolutely right Leonid.Social media is very important for any business not to sell products & services but to retain your customers as well as you get new prospective customers for your business.The question is how effectively you use Social Channels for your business.

    More importantly you also know how to measure it.

    Thanks for sharing your views.