How Companies Use Social Media Monitoring

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Social media monitoring is a vital tool for companies of all sizes. From detecting customer complaints to measuring your brand’s social media success, it can help you improve your customer service experience by identifying issues and potential solutions. Here, we take a look at how social media monitoring can be used in your business to help improve customer service.

How Companies Use Social Media Monitoring

What is social media monitoring?

Social media monitoring entails keeping an eye on your brand’s mentions online and responding to any engagement around it. It’s an immediately reactive strategy and pertains to all kinds of talk about your brand: reviews, product questions and even service repair complaints.

More importantly, social media monitoring is not only about direct mentions or comments on your posts. It extends out to posts that mention your brand without tagging you. These kinds of posts don’t come up in your regular network notifications, which is why it’s important to set up your social monitoring tools.

Social media monitoring is different from social listening. When you monitor, you respond accordingly. But when you practice social media listening, you’re taking an overall look at brand mentions and industry trends to better inform future marketing decisions. Both can be extremely valuable to your brand in an individual way–to learn more about listening, check out our comprehensive resources for social media listening.

How Companies Use Social Media Monitoring

Social media listening can impact how you market your ecommerce business. Businesses engaged in social monitoring actively search digital media channels for keywords or phrases directly related to their brands.

Once you have an idea of your company’s public perception, you can:

  • React in real time with consumers on social platforms
  • Determine how certain demographics feel about your brand
  • Use positive feedback in marketing, etc.
  • Use negative feedback to correct errors in your business
  • Build brand credibility and authenticity
  • Refine marketing spend by eliminating channels with the lowest or worst engagement levels
  • See which social media marketing campaigns are performing the best and the worst
  • Calculate return on investment through advanced reporting capabilities

Social media monitoring can give you a glimpse into what’s being said about your brand in real time, gathering publicly available data and organizing it in a way that works to your advantage. Social monitoring tools can also help you grow your online awareness for your ecommerce store. You can act on what’s being said about your company and in turn, reconnect with prospective customers using the same social channels.

Why Brands Need A Social Media Monitoring Strategy

The most immediate benefit of social media monitoring is that it makes your customers feel heard and supported. The Sprout Social Index: Empower & Elevate found that:

  • 59% of consumers reach out to brands on social because they had a great experience
  • 47% of consumers reach out to brands on social because they have a product or service question
  • 40% of consumers reach out to brands on social because they had a bad experience

Have you ever Tweeted at a company and received radio silence? That must’ve been frustrating and impacted how you now perceive the company, whether or not you realized it at the time. At 78%, the majority of marketers that Sprout surveyed responded to a customer request within 12 hours. When you respond on social media to consumers, they’re 21% more likely to purchase from you. Monitoring helps you with your brand perception and sentiment.

Airlines have some of the busiest social media notifications around and it helps to keep an eye on brand keywords. Because of listening tools, United Airline was able to quickly respond to a customer’s tweets that didn’t directly mention them.

Social media monitoring also helps you sort through the noise and lets only the important messages through. Instead of scrolling through your Twitter timeline in the hopes of finding a mention of your brand, or repeating time consuming manual searches that may miss variations of brand terms, use a monitoring strategy to alert you whenever your brand is talked about. For situations like key influencers complaining online about your business, a faster response might head off a PR nightmare.

It also helps you keep an eye on brand advocates who you’ll want to interact with. In the below post, Project Juice was tagged on the photo and in the location. Because of this, they were able to comment on their post and interact with someone who has 59k followers on Instagram. If they didn’t know of this influencer before, they do now and can keep them in mind for future marketing campaigns.

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Social media monitoring isn’t only limited to your brand, though. You can use monitoring as part of a competitor analysis: see what people are saying about your competitors and what their top praises and complaints are. When it calls for it, you can step into the conversation and offer your products as an alternative to what they’re using.

How Social Media Monitoring Can Improve Customer Service.

Social media monitoring can help companies improve customer service by identifying and responding to customer complaints quickly. By using social media monitoring tools, companies can see which posts or messages are causing problems and make changes or adjustments accordingly.

For example, a company could use social media monitoring to identify reoccurring issues with customers’ accounts and then address them quickly. Additionally, companies could use social media monitoring to monitor customer sentiment online and then make changes or adjustments based on that data.

How Social Media Monitoring Can Help Companies Improve Customer Service

Social media monitoring can help companies improve customer service by understanding their customers better. By tracking user activity on social media platforms, companies can understand the needs of their customers and develop better strategies for meeting those needs. This information can be used to create tailored content or services that meet the needs of specific customers.

In addition, by understanding what users like and dislike about a product or service, businesses can create more engaging content that engages users and keeps them interested in what they’re reading or watching. Subscription-based services like Netflix have found success by delivering targeted films and TV shows at an affordable price point while also providing interactivity through chat rooms, forums, and other online channels.

How Social Media Monitoring Can Help Companies Improve Customer Service

Social media monitoring can also help companies improve customer service by understanding how people are communicating with each other online. This information could be used to develop better communication plans for businesses and employees alike or even used as basis for marketing campaigns. For example, a business might use social media monitoring to understand which phrases tend to get people excited or angry during interactions and then design content that is more likely to engage those visitors.

By using the insights gained from social mediamonitoring tools, businesses can19 provide improved customer service experiences that are relevant to their target audience. In addition, this type of customer service research will save time and money in the long run as businesses learn how to best serve their most importantcustomers!

How to Use Social Media Monitoring to Improve Customer Service.

Some social media monitoring tools can be used to improve customer service. For example,’s live chat platform allows customers to ask questions and get answers from staff about their stay. The company also offers a number of social media monitoring tools that allow customers to track the progress of their stays and get feedback on their experiences.

Use Social Media Monitoring Tools to Improve Customer Service

Social media monitoring tools can also be used to improve customer service by providing insights into what is happening on the various social media platforms. This information can be helpful in understanding how customers are reacting to your brand or product, and in identifying areas where you may need to make changes or updates.

Use Social Media Monitoring Tools to Improve Customer Service

In addition to using social media monitoring tools to improve customer service, some companies also use them for other purposes such as marketing research or communication planning. For example, Marriott hotels use Twitter and Facebook data analytics tools to measure customer satisfaction rates and occupancy rates across different areas of the hotel chain. By understanding how these platforms are being used, Marriott can better plan future marketing campaigns and create more effective content for its social media platforms.

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Use Social Media Monitoring Tools to Improve Customer Service

Some social media monitoring tools can also be used to improve customer service by providing insights into what is happening on the various social media platforms. This information can be helpful in understanding how customers are reacting to your brand or product, and in identifying areas where you may need to make changes or updates.

Use Social Media Monitoring Tools to Improve Customer Service

One way companies use social media monitoring tools is to create “community” forums for customers to discuss their experiences with a brand or product. Forums can also be used for customer feedback and discussion, and can help identify areas where customers need more attention from the company.

Best Social Media Monitoring Tools For Any Business

1. Brandwatch

Brandwatch is a suite of 3 tools for marketing and PR teams. Its Audiences product lets you find groups of people based on your targeting rules, such as demographic criteria and interests. It lets you better understand your customers by analyzing their social media posts and pinpointing what sets them apart from the general public.

Vizia is a visualization tool that lets you build custom dashboards based on Brandwatch data. Vizia also works with third-party tools, such as BuzzSumo and Google Analytics, to give you a comprehensive way to measure your marketing efforts.

The company’s social media monitoring tool is called Analytics. It comes equipped with image recognition, API access, and analytical dashboards that can be downloaded as PowerPoint presentations in a click.

Supported platforms

Facebook, Twitter, Instagram, YouTube, Pinterest, Sina Weibo, VK, QQ, blogs, news, the web.

2. Brand24

Brand24 is, in our opinion, the best dedicated social media monitoring tool on our list. It comes packed with features that will take your social media strategy to the next level. It has social listening tools to help you keep track of what people are saying about your brand or website.

The Mentions Feed tells you what people say about your brand online. And if you find that you’re suddenly getting a ton of mentions, the Discussions Volume Chart gives you an idea of whether the sudden spike is positive or negative in nature.

You can set Alerts to notify you via email or in-app notification whenever there’s a change in your mentions.

Data Exporting is available so you can download reports in PDF, XLS, or even infographic format so you can process data away from the tool.

There’s also Slack integration to help you respond and collaborate with other team members.

Brand 24 has a 14-day free trial period.

Pricing: Plus ($49/month), Premium ($99/month), Max ($299/month)

3. Awario

Awario is a relative newcomer to the social media monitoring and analytics scene. Its ambition is to make social media insights affordable for any brand, be it a startup, an international company, or a digital agency. With pricing plans starting at $29/mo, Awario offers Enterprise capabilities (from Boolean search to Sentiment Analysis to Share of Voice) included in every plan.

You can use Awario to monitor mentions of your brand, competitors, industry, or set up queries for the less obvious use cases. For instance, the app lets you identify guest blogging opportunities, discover content ideas, and find industry influencers to partner with. That’s where the tool’s flexible Boolean search mode comes in handy: it lets you create complex queries that will satisfy even the nerdiest of marketers.

On top of social media, Awario covers news, blogs, and the entire web to give you a holistic picture of your brand’s online presence.

Supported platforms

Twitter,  Facebook, Instagram, YouTube, Reddit, news, blogs, the web.

4. Agorapulse

Agorapulse is an all-in-one social media management software with built-in social monitoring. If you’re looking for a tool that goes beyond social listening, then this will definitely grab your interest.

Social Media Inbox consolidates all of your conversations so that you can reply to them from one place. You can even label conversations so that they’re easier to share with the rest of your team.

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The Social Media Publishing features let you plan and publish content from within Agorapulse. It also makes it easier to collaborate with your content creators. You’ll see everything that’s planned through the calendar.

Social Reporting keeps you up-to-date with everything that’s happening across your social media platforms. Plus, there are specific solutions designed for growing marketing agencies.

And then there are its Social Media Monitoring solutions that allow you to track social media conversations about your brand. It gives you the option to respond immediately using retweets, replies, DMs, PMs, and more. You can even block specific users if needed.

Pricing (Billed Annually): Free, Pro ($79/month), Premium ($159/month), Enterprise (Custom Pricing)

5. Hootsuite

If you aren’t looking for an in-depth social media monitoring tool, but would rather opt for something that offers publishing, collaboration, and monitoring features, Hootsuite is an excellent choice.

While the app itself doesn’t monitor sources beyond social media, it offers many useful integrations with tools like Brandwatch and Reputology for your reputation management needs. Some of those are free, while some need to be purchased as add-ons.

Supported platforms

Twitter, Facebook, Instagram, YouTube. More sources available via integrations.

6.  Iconosquare

Iconosquare is fantastic software, especially for Instagram users. It also keeps things simple which is great for those of you who are new to social media management tools.

Social Media Scheduling lets you manage your accounts under one roof. As we said, this tool’s main focus is Instagram but it does have the capability to post on other mainstream social networks like Facebook and Twitter. There’s also a media library where you can store images for future use.

The Social Media Analytics features will help you assess the success of your social media campaigns. It provides crucial metrics like impressions and reach which helps social media marketers adjust their strategy. There’s even an analytics tool for monitoring Instagram Stories.

Then there’s the Social Media Monitoring feature that lets you react to all comments and tags. Not only that, you can use the same feature to spy on your competitor’s social media performance.

Pricing (Billed Annually): Pro ($49/month), Advanced ($79/month), Enterprise ($139/month)

Tips for Better Customer Service with Social Media Monitoring

When it comes to improving customer service, using social media monitoring tools can be a great way to do so. By using these tools, you can track and monitor the conversations and interactions between customers and your company. This will help you to see any issues or problems early on, so that you can address them before they become bigger problems.

Use Social Media Monitoring Tools to Improve Customer Service

Another great way to improve customer service is through the use of social media monitoring tools. By using this approach, you can watch and analyze the conversations between customers and your employees. This information will help you to identify any areas where your staff could improve their performance.

Use Social Media Monitoring Tools to Improve Customer Service

One of the best ways to improve customer service is by using social media monitoring tools as well. By analyzing the conversations that take place on social media platforms, you can see which messages are being sent out in an attempt to interact with customers or potential customers. This information can then be used to send different messages or tips in an effort to improve customer service attitude or behavior.

Use Social Media Monitoring Tools to Improve Customer Service

In addition, using social media monitoring tools can also be used in order to improve customer service behavior overall. By understanding what words and phrases are being hurled at customers or employees on various platforms, you can start working on changing these behaviors for the better future!


Social Media Monitoring can help improve customer service by helping companies to better understand their customers and provide them with the best possible service. By using social media monitoring tools to improve customer service, businesses can create a more positive experience for their customers, making it easier for them to contact them should they have any questions or concerns.

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