Social Media Monitoring

Yes, AI and Google Alerts can monitor your online presence. But … are they really smart enough and capable enough to know what matters? 

Covalent Logic offers expert social media monitoring services to help brands listen, respond, and engage in real time. Our team ensures your online reputation management strategy is proactive and results-driven. We can audit your current channels for sentiment and engagement, review your competitors and make general or specific recommendations to improve your voice, messaging, content and channel management. Or we can take over social media to do it right on your behalf with editorial calendars and just-in-time trendjacking. 

Our team includes experienced PR practitioners, including two with Accreditations in Public Relations, who work in staggered shifts, with the support of industry-best brand monitoring tools, to track and respond as appropriate. In the heat of a crisis, we communicate continuity, compassion, consistency and commitment.

Explore more success stories like Manda Fine Meats, Sawyer & Co. and Austin South Terminal.

Our Social Media Monitoring Process

  1. Establish goals, timeline and plan for monitoring.
  2. Set up channel monitoring for the platforms that matter most to you. 
  3. Identify competitors and successful channels in your industry or area. 
  4. Define who gets what information, and what they’re going to do with it. Is it just for reporting progress? Are we trying to achieve SMART goals? 
  5. Provide daily, weekly or monthly progress reports with or without recommendations. 
  6. Evaluate the program for effectiveness and efficiency. 
  7. Adjust, and repeat!

Social Media Reputation Management Services

With our deep experience in crisis communication, we’ve learned a thing or two about how to handle the emotional and vocal social media outcry to a situation. When we’ve launched and managed global, publicly-traded Facebook and Twitter accounts, we have been on the frontlines of responding to global events and emergencies. 

When the Arab Spring erupted in North Africa, and travelers were in the midst of the chaos, we continued the dialogue with incoming and ongoing guests to ensure they knew their properties were safe and how their trips might be impacted. As we monitored the account and the violence continued, our client became the center of an active shooter emergency in the streets. Bullets rang out, and our social media monitoring helped us communicate with the crowd to learn the shooter was on the roof. We were able to direct law enforcement to the roof to neutralize the threat. Then there were the 2010 eruptions of the Eyjafjallajökull volcano in Iceland, the 2011 Tōhoku earthquake and tsunami and the 2012 death of a celebrity. We’ve managed social media through virtually every kind of natural or manmade crisis.

We know that social media is a forum for information sharing in both directions. At their core, negative comments are seeking a validation of complex feelings (and providing us a unique focus group opportunity to gather information). Our team is trained to diffuse the angriest messages and to respond in a way that acknowledges sadness and disappointment and gives the conversation closure or moves the conversation forward. 

"Your most unhappy customers are your greatest source of learning.” - Bill Gates

FAQs

  1. In an ever-evolving business landscape, professionals are facing the monumental task of staying ahead of the curve, navigating issues and capitalizing on opportunities. From sustainability concerns and supply chain risks to competitor actions and regulatory updates, the challenges are multifaceted. Yet, the ability to decipher these intricacies is crucial, and the key lies in a professional capable of using AI to elevate communication strategies to a more strategic level. A great PR professional can:
    1. Understand the major challenges involved in effectively monitoring the diverse areas necessary to comprehend both opportunities and risks in your business environment.
    2. Discover the significant opportunities that await communication professionals who harness data analysis to drive strategic decision making.
    3. Leverage intelligence to impact your reputation management strategies and, in turn, inform broader business initiatives.
    4. Use AI to actively monitor and measure key metrics without placing undue burdens on your valuable resources.
Bringing in professionals to monitor your social media provides support through their strategy, tools and expertise. These can help you analyze your performance. Analyzing and understanding your performance makes reaching the right audience and creating content that successfully drives engagement much easier. Outside social media monitoring also ensures you’re responding to your community promptly – without it being all-consuming. And besides–you have to sleep sometime, right?
Timing makes all the difference when handling negative engagement. Responding promptly and professionally will show that you are taking concerns seriously. You should acknowledge the issue, without being defensive, and try to move the conversation offline if possible, to resolve it privately. Do your best to keep yourself calm and factual, and remain respectful, regardless of how others are behaving.
Actively monitoring social media is important because it provides real time data on what people are saying about your brand online. It can help catch potential issues early, respond to questions or concerns promptly, and allow more meaningful audience engagement. Monitoring also gives you insights into trends, what competitors are doing and current customer sentiment. Overall, actively monitoring social media channels aids in protecting reputations, improving audience communication and informed decision-making.

Interested in learning how we can identify trends and other metrics for your brand on social media?