Choosing the right technologies for your business should be at the top of your to-do list. A great social monitoring platform won’t just make your community managers’ lives easier in terms of strategising and policy making, it’ll also give you the insights you need to lead C-suite /Exec level discussions on where the business/industry/department goes next.
Turning to the right tool isn’t just a strategy to make handling day-to-day social media simpler, it is a way to “justify strategic business decisions”. Taking a look at how you too can leverage a social media monitoring tool to make more informed decisions. Businesses/department(s) can identify topics they’d like more insight on (such as brand or competitor mentions) from the perspective of conversation volume, sentiment, reach, and other parameters. Then a social monitoring tool helps find these mentions, wherever they may be.
Social listening shows you the bigger picture. If you have all those likes, comments and posts gathered into graphs and categories, you’ll see patterns at play. You can then make decisions based on your understanding of what your stakeholders are doing, within the context of industry changes. Most importantly, you can note trends, find new opportunities and pre-empt a social crisis before it happens by listening to the digital world around you and seeking out information. Now, let’s take a look at some of the reasons why marketers and PRs at successful companies take both approaches.
In the fast-paced world of digital, you’re better off using an automation tool for a social media search than trying to handle tasks manually. The latter can quickly become unreliable, so you’re likely to miss important conversations. It also wastes time that you could dedicate more usefully to other projects. Instead of flipping distractedly between platforms, delegate your work to one combined social monitoring platform and put your time and effort into more important activities.
Analytics for Reputation Management
We define reputation as “the overall estimation in which an organisation is held by its constituents” ) and further as “a perceptual representation of an organisation’s past actions and future prospects that describes the firm’s overall appeal to all of its key constituents when compared with other leading rivals. Reputation can be understood as an aggregate of different images among different stakeholder groups. The reputation of an organisation is thus made up of the images it projects among the various relevant stakeholders. The strength of this understanding of reputation stems from the fact that it clearly distinguishes reputation from the concept of image and at the same time establishes it as a superordinate, collective construct. Still, the individual images may vary: an org. may be appreciated by stakeholders for its good services but at the same time criticised for its behaviour towards employees.
Assessing future behaviour (and performance) is the central function of reputation in the social interaction of stakeholders with organisations and companies. Accordingly, ethical integrity, credibility and reliability, which function as prerequisites for trust, forma significant part of the intangible assets attributed to reputation.
Stakeholders first draw on their own personal experience in their risk–benefit considerations. If they have no experience of their own, external experiences and assessments are used. This has always been the case, but the changing media landscape and the rise of the Internet and social media have changed the way reputation is formed. These new channels allow much easier access to information about the experiences of others with a certain organisation. Moreover, they make not only the experiences of people from the same stakeholder group more easily accessible but also those of other stakeholder groups.
Therefore, the different stakeholder dimensions increasingly influence each other: images that function in isolation in individual stakeholder groups are becoming the exception, whereas the perception of the collective, holistic reputation is rising. This arises to certain questions, like
- Can existing reputation models be applied to reputations formed in online conversations?
- If not, which adaptations are reasonable?
- To what extent can reputation be measured by analysing social media conversations with the help of social listening?
Especially against the background of the changing media landscape, the boundaries between the online and offline world are becoming increasingly blurred. Nearly every piece of information is shared, every post is commented on, and day after day data is sent around the world in large quantities, so that virtually anyone can become a journalist with the help of their smartphone. It thus becomes clear that social media and their massive use have led to a transformation of the business and communications world. It is therefore all the more crucial for organisations to recognise this change and react accordingly. As opinions can be made at any point in time specifically in the youth.
Social Listening As An Analysis Method
Considering this, social listening has established itself in many organisations, as an efficient method of obtaining information about their corporate reputation. Similary the public sector, government departments and ministries are also following the similar practice these and that’s how F13 contributes to help them understand and execute the next generation of analytics towards public interest. Social listening allows them to quickly determine their current reputation and to react immediately to the formation of critical opinions.
Moreover, with regard to the importance of social media analytics for reputation management, explains that social media play a crucial role in the reputation of companies. “Listening is the new asking”,
Thus stressing that the analysis of online conversations is crucial for understanding the reputation of organisations.
In this context, it should be noted that social listening, social media analytics, social analytics and social media intelligence are often used as synonyms in the discourses. Above all, the evaluation of both online media and social media is relevant as a basis for reputation management. Thus, the terms “social media analytics” and “social media intelligence” focus too much on social media in the following regard: classic media also influence the discourse in social media and, therefore, a holistic view on the reputation of an org. on the Internet needs to go beyond social media. Thus, journalistic reporting in online media is also considered when analysing the organisation’s reputation online, which makes the broader terms “social listening” and “social analytics” much more suitable. However, these terms describe two successive steps required for information processing for reputation management: first, statements on the Internet are collected – the listening – and second, the analytic consolidation takes place – analytics.
The continuously increasing number and availability of Internet sources in the context of “big data” and the “data deluge” provide valuable information on consumer decision-making, psychology, culture, opinion leadership, the development of consumer communities, understanding of social media firestorms and communication. In order to handle the problem in terms of the “data deluge”, a necessary change in the analysis methods used is also executed.
Case Study: AI based decision making for smoother governance
A combined effort by F13 and Meltwater to improve decision making in public sector for smoother e-governance and real time issue resolving towards the public interest. Scroll below to understand the various Indicators during sentiment analysis and social listening of one of the largest ministries in India, (the dataset has been neutralised and made equivalent to dummy data before sharing).
Instead of flipping distractedly between platforms, delegate your work to one combined social monitoring platform and a consulting organisation and put your time and effort into more important activities.
The best tools and teams can track, aggregate, and analyse editorial media, tweets, posts, and conversations for you — 24 hours a day, 7 days a week, whether you’re any part of the globe. Anywhere you can #MakeChangesHappen