Why you should monitor social media before and after campaign launch

Published October 8, 2014 at 9:43 am

They say a watched pot never boils. Similarly, an unwatched social media marketing campaign may never get off the ground. That’s what Noemi Twigg says in a recent article for Social News Daily. It’s about more than just checking out the competition: Good social media monitoring means knowing what’s trending and which tactics are more effective.

Since social media is such a fundamental part of current browsing, Twigg argues that you need to take an active stance on these platforms to stand out. Vigilance means that your company will have a good bedrock to launch your new idea from, and will get more in touch with your customer base.

After the campaign is launched, monitoring is still important because it will help your business learn what to change and address any crucial “crises” that may have arisen. Twigg says that the latter is especially vital, and that a company that responds quickly and earnestly will help to defuse a bad situation.

“If you see that an issue is getting out of control via monitoring, then you are alerted and you can immediately do something to control the damage or manage the crisis,” she writes. “Whatever you do, make sure that you do not come off as defensive, but instead own up to your mistake (if it indeed is yours).”

Others also agree that constant watching makes online marketing more effective. One Entrepreneur contributor recently listed monitoring as one of the “four m’s” of social media marketing campaigns, along with “management, “measurement” and “monetization.”

Thinking about this ahead of time is likely to make the marketing campaign execution all the smoother.