Monitoring social media is hard. The person monitoringyour social mediamust have a balance of industry knowledge, customer aptitude, resourcefulness and marketing/diplomacy skills. As a one to one interaction, monitoring can also be a patience game. Monitoring, however, is one of the most important things you can do on social media. This is especially important, since 70% of Twitter userssurveyed bySearch Engine Watch expect a brand to respond to a question on Twitter. Of those folks, 53% of those want a response within an hour. Yikes. WHO and WHATWe Monitor The first major decision to make when monitoring social media is thinking for whom you want to be monitoring. When monitoring social media, I break up our activities into four categories: Customer (or Prospect) Care, Funnel Nurturing, Blue Ocean (attracting new prospects) and Special Projects. Let’s dive into each. Throughout the funnel and lifecycle of a customer, our aim is to assist people who are speaking about us directly. This is the monitoring activity that takes up the most time and gets the most focus. That’s because it’s the most important; it involves listening and responding to those who are already talking about you, your current advocates. When monitoring for these folks I set up two primary streams in Social Inbox: ”?” without links. This is a stream of people who are mentioning the word “HubSpot” and who use a “?” in their tweet, but do not use links. This is because many of the people who mention “HubSpot” and use a link are actually tweeting one of our articles. This filtering leaves us with the people who are asking a direct question involving us, and if they have a question, we want to be able to answer it as quickly as possible. This stream is one that I have set up to email me immediately if a tweet matches the criteria. These are the people who are most actively involved with us. The volume of tweets in this stream ranges from about 30-50 on any given day, but it allows me to make sure that whatever I’m doing, I’m able to attend to these questions ASAP. Now you all know how to get my attention! To set this stream up in Social Inbox, I do everything I need by clicking Social > Monitoring > “+” and using the following criteria:
There is good news: it IS possible to monitor social media with limited time and resources. I know this from experience here at HubSpot. People are often surprised to hear HubSpot has such a small social media team (right now a team of one!). In this post, I'll give an overview of who, whatandhow we monitor on social media using Social Inbox.
Customer (or Prospect) Care
Monitoring social media is hard. The person monitoringyour social mediamust have a balance of industry knowledge, customer aptitude, resourcefulness and marketing/diplomacy skills. As a one to one interaction, monitoring can also be a patience game. Monitoring, however, is one of the most important things you can do on social media.
This is especially important, since 70% of Twitter userssurveyed bySearch Engine Watch expect a brand to respond to a question on Twitter. Of those folks, 53% of those want a response within an hour. Yikes.
WHO and WHATWe Monitor
The first major decision to make when monitoring social media is thinking for whom you want to be monitoring. When monitoring social media, I break up our activities into four categories: Customer (or Prospect) Care, Funnel Nurturing, Blue Ocean (attracting new prospects) and Special Projects. Let’s dive into each.
Throughout the funnel and lifecycle of a customer, our aim is to assist people who are speaking about us directly. This is the monitoring activity that takes up the most time and gets the most focus. That’s because it’s the most important; it involves listening and responding to those who are already talking about you, your current advocates. When monitoring for these folks I set up two primary streams in Social Inbox:
”?” without links. This is a stream of people who are mentioning the word “HubSpot” and who use a “?” in their tweet, but do not use links. This is because many of the people who mention “HubSpot” and use a link are actually tweeting one of our articles. This filtering leaves us with the people who are asking a direct question involving us, and if they have a question, we want to be able to answer it as quickly as possible.
This stream is one that I have set up to email me immediately if a tweet matches the criteria. These are the people who are most actively involved with us. The volume of tweets in this stream ranges from about 30-50 on any given day, but it allows me to make sure that whatever I’m doing, I’m able to attend to these questions ASAP. Now you all know how to get my attention!
To set this stream up in Social Inbox, I do everything I need by clicking Social > Monitoring > “+” and using the following criteria:
Replies to HubSpot without links. This is a stream of people who mention “HubSpot” or “Hub Spot” who do not use a link in their tweet. This allows us to filter out the majority of people who are tweeting one of our articles but giving us credit (thanks, guys!). I don’t get any alerts from this stream, but I check it whenever I have free time in the day (at minimum once in the morning, once early afternoon and once before I go home around 6pm).
To set this stream up in Social Inbox, I do everything I need by clicking Social > Monitoring > “+” and using the following criteria:
I also spend time on a few other streams:
Mentions of HubSpot without “Via”. Of course, people tweet important things at us involving links. More often than not these are people tweeting pictures at HubSpot or questions about the software. Since use of links is a lot less common, the previous two streams cover most of the volume, but I set up an email reminder to myself once a day to scan through this stream to make sure there is nothing I’m missing. In this case I excluded the word “via” from search since that word is the most common indicator of someone sharing a HubSpot article. As much as we appreciate that gesture, it’s too much volume for us to monitor at that time.
Facebook/LinkedIn. These networks are more focused on in-depth content than their dynamic, cousin, Twitter. As such I make sure to log into these platforms to check the comments at least once a day. I also bucket moderating our LinkedIn group here.
Messages. Some [potential] HubSpot users feel most comfortable messaging our social profiles (Facebook, LinkedIn and Twitter) if they feel they have no other avenue. For that reason, I make sure to check the messages for these networks at least once a day (more if I have bandwidth or am expecting a particular message).
BONUS: HubSpot mentions during Twitter Chats. This is one of my favorite streams. It was born out of necessity when we realizedwe weren’t participating enough in real-time conversation. The goal of this stream is to catch when people mention HubSpot in Twitter chats, so we are able to appear in the chat (potentially to new audiences) and thank users quickly. To create this stream, I researched the chats related to our industry that were most commonly attended, and the ones in which HubSpot was often mentioned (Buffer, Sprout Social, SEMRush). I set up the stream to email us immediately upon mention of HubSpot with any of these chat hashtags. This was a place where we saw a specific need and created a stream to adapt.
Social media covers the entire lifecycle stage of the customer from prospect through tocustomer. As such, we make sure to pay attention to users at all stages of the funnel. What we look at each stage is different. At the top of the funnel we look at mentions because it helps us narrow the field and at the bottom it helps to figure out when customers need help. We think a little different at the middle of the funnel.
Just like any nurturing, our aim in the middle of the funnel is to remind prospects we exist, and when necessary, provide them a little extra love. To this end, we keep an eye on two different streams.
Prospect to Lead Nurture and Leads & MQLs. The first is prospects who have had a first conversion event on a prospect form in the previous month, while the second is leads and MQLs who have converted on a lead form in the last 30 days. To do this, we create a list in our list tool of people who have had a first conversion event in the last 30 days, as well as are at a certain lifecycle stage. We create a stream in Social Inboxof people who are on the list we created (since it’s dynamic, people can get added over time). We then narrow the stream further by only including tweets that mention certain words related to marketing automation or inbound (power of knowing your keywords!).
I check these leads a couple times a week, primarily because I’m not trying to be creepy, but to remind people we are there to help. It’s an important step though as in past HubSpot experiments, we found that lead nurturing via social can improve conversions by up to 11%.
Blue Ocean (attracting new prospects).
These are the users that are not even in the HubSpot funnel. This is the trickiest area since it is the largest category of users. As such, I spend the least time monitoring for new users.
#swsw [or other relevant hashtag] Rather than monitor uses of a particular word (ex. marketing automation), I limit this kind of monitoring to relevant hashtags. For example, if I see a user mention HubSpot with the hashtag of a particular conference, I will check that hashtag to see if it is a conversation about our industry. If so, I will set up a stream for the rest of the day to monitor that hashtag and show some quick love to users there. If nothing else, it helps us get us on their radar.
This is the most ad-hoc of what we monitor. That’s because it has to do what is happening in the department any given day. Examples of special projects have included events such as webinars we’re hosting, #HubSpotBookClub, April Fools Pranks (#DeskFree, anyone?), CRM launches, partnership deals, Partner Days at HubSpot HQ, etc.
#GrowWithHubSpot [or other relevant event hashtag] - (temp). The way this works is that I keep a close watch on our content calendar (keeping in the loop with the PR and campaigns team helps a lot!) so I know when we have a special event coming up. I will set up a stream for this particular event, typically pulling in tweets that include the relevant event or hashtag and setting up email alerts for 8m & 4pm. This provides me a few reminders to check this stream since it’s not a part of my everyday routine. I can also share the stream with a specific team if they want to stay on the lookout for that event. The key with this stream is that I label it with (temp) to remind myself when I stop seeing tweets relevant to that event, I can remove the stream. Typically, I catch anything remaining in our regular streams.
This is probably also the place to talk about influencers. When possible, we take time to identify and engage with influencers, but our primary method of this comes from reading our own twitter feeds or twitter lists and finding articles naturally trending. We have experimented with streams of these folks, but find that most engagement comes organically following and engaging in our own streams rather than monitoring for that specifically.
You may notice that there are some things for which I don’t monitor on social media. For example, I do not monitor for product support-related questions (though we get them anyway), Sidekick questions, #INBOUND15 questions (though we will eventually during the event) or questions in foreign languages. This is because I do have limits! While I get, and answer, many of these questions, the primarily responsibility to monitor them goes to the teams that own those projects (psst- if you’re not following @HubSpotSupport, @Sidekick or @INBOUND you should!)
Now that we’ve discussed WHAT we monitor, I want to take a moment to address HOW we monitor.
HOW We Monitor
Knowing what to monitor is important, but it’s also imperative to know how to monitor effectively.
First, Define a persona. When my team started monitoring from HubSpot, the first thing we did was to come up with a monitoring persona. This was the person we wanted to embody when speaking to people on social media. To do this we brainstormed a list of traits we wished to embody (helpful, nerdy, witty but not mean were some of them). We then made this list public to remind ourselves who we wanted to be when answering questions. We also reference this when publishing content.
Second, Be helpful, and gracious. One of the most important parts of our persona is to be helpful and gracious. When someone has feedback, accept it, when they love us, love them back and when they have a problem, provide some avenue to resolve it (a trick I learned in support), even if it’s just to contribute to our “ideas” forum.
Directquestions appropriately. I like to jokingly refer that I am like the company “traffic director”. That’s because monitoring is a team sport. Even if I am the one ultimately typing the responses, I am responsible for listening to what people are saying about HubSpot, and responding appropriately. Sometimes this involves notifying an account manager, sending to a sales rep, conferring with support or referring to PR and sending those responses back.
Now that you’ve sat through a truckload of information overload about how HubSpot monitors social media, the first thing to do is take a breath! The second is to remember you can set this up for your team in Social Inbox. While it’s not necessary to have all of the streams we mentioned, I’d suggest taking a minute to think about your audience, where are they, what do they do. Set up as many streams as seem necessary, then experiment. If something is getting too much or too little volume, adjust it.
Here’s a little secret: we make little adjustments all the time.
Have any great monitoring tricks, I’d love to hear! Tweet @HubSpot or leave it in the comments.
Topics: Social Media
Filter your social reports
- In the top left, click the All accounts.
- To view data for all of your connected social accounts, select All accounts.
- To view data for network accounts, select the network name (i.e. Facebook, Twitter, etc.).
The HubSpot social tool allows you to easily manage your social media engagements in one place. Use inbox streams to identify interaction-generating content, respond to social conversations, gather intelligence about new followers, and see social stream matches.How does social media monitoring help? ›
Social media monitoring involves the tracking of online brand mentions and the subsequent responding of them. Monitoring keeps your brand on top of messages before they might become viral for the wrong reasons. They also help you maintain a positive brand image among consumers and identify potential influencers.What is the difference between social listening and social monitoring HubSpot? ›
Social listening has a broader scope than social monitoring. With social listening, you're tracking brand mentions, customer feedback, industry trends, and more. However, social monitoring has a narrower focus on a specific campaigns or keywords.Is HubSpot good for social media? ›
HubSpot monitors all interactions, conversations, and audiences on your Facebook, Instagram, Twitter, and LinkedIn profiles. It allows you to effectively target specific audiences with personalized messaging using context from the contact database in your CRM as well as data from your Marketing Software.How does HubSpot track data? ›
HubSpot tracks visitors using browser cookies. Every time a visitor lands on your website, HubSpot will check for an existing tracking cookie. If one does not exist, a cookie will be associated with that visitor and will log every page that person visits moving forward.What is social monitoring answer? ›
Social monitoring is the process of tracking content on social media sites, blogs, news sites, wikis, forums, message boards, and other websites as a way to find out what people are saying about your brand, your competitors, your industry, your products or services, and just about anything else you're looking to learn ...What is social monitoring HubSpot quizlet? ›
Social listening centralizes conversations about your brand so that you can join them, while social monitoring measures reputation from higher level perspective. Which network has the longest life for a piece of content? Pinterest.Is Social media monitoring an effective way of getting customer feedback? ›
Using social media to collect feedback from your customers by using engaging posts, surveys, social features, and more will guarantee you valuable feedback from the people who are truly using your product or services. There are so many different ways to utilize the various social media platforms to your benefit.How can media monitoring be effective? ›
Media monitoring involves three separate yet related considerations: 1) Listening intently across a wide spectrum of channels for all mentions of your brand. 2) Gauging the overall sentiment of these mentions. 3) Stringing together multiple snapshots of brand mentions to follow trends.
To learn from experiences to improve practices and activities in the future; To have internal and external accountability of the resources used and the results obtained; To take informed decisions on the future of the initiative; To promote empowerment of beneficiaries of the initiative.What are the benefits of having a social media strategy HubSpot? ›
Building an effective social media strategy will expand all of your other inbound marketing efforts as well as build brand awareness, drive word of mouth, and attract buyers.What's the difference between social listening and social monitoring answers? ›
In other words, we could sum it up like this: social monitoring is about collecting the data, while social listening is about using it to inform your broader strategy and approach to business.Is HubSpot social media certification worth it? ›
Overall, I would say that HubSpot Academy's Content Marketing course was perfect for me as a new content marketer and freelance writer. I learned more than I was expecting, and I've since used several of their tips and tricks to generate customers through SEO, create a content strategy, and brainstorm blog topics.Why is HubSpot so good? ›
HubSpot CRM enables sales and marketing teams to manage contacts, track deals, view sales pipeline in real time, identify high-quality leads to go after and automate email marketing.What are the benefits of HubSpot? ›
- It's all-in-one. ...
- It takes social to a new level. ...
- It boosts lead tracking and conversions. ...
- It makes SEO easy. ...
- It allows you to edit your website. ...
- It's got an integrated CRM. ...
- It helps you keep up your content creation. ...
- It's analytical.
HubSpot offers a better solution that's crafted, not cobbled. We built our entire platform in-house so our customers can benefit from software that's cohesive, customizable, connected, and easy to adopt. With a single source of truth, your teams can form deeper relationships with customers throughout their journey.Does HubSpot do social listening? ›
HubSpot Social Media Management Software
With HubSpot, you have the power to easily monitor interactions, conversations, and audiences on social media.
They both collect much of the same data, but HubSpot is best for analyzing contacts and customers whereas Google Analytics is best for in-depth and detailed analysis of website pages. Google Analytics collects more data than HubSpot does and can easily compare timeframes for before/after analysis.How does HubSpot track engagement? ›
Navigate to the Client engagement tab to view a client's individual engagement score. Use the filters at the top of the page to filter by Index score, Index area, Opportunity, and Clients.
We describe and label four types of monitoring—surveillance, implementation, effectiveness, and ecological effects—that are designed to answer very different questions and achieve very different goals.Why are social issues important monitoring? ›
Globally, subjects including climate change, immigration, and women's rights impact people around the world. Social issues are important research topics because they help people understand that there are many ways to think about and approach the same problem, and they teach essential critical thinking skills.How can using social monitoring and listening benefit your company? ›
Social listening helps companies understand the conversation surrounding their brand and the products and services they offer. It provides valuable consumer data that companies can use to gauge brand awareness and improve their products and services.Why is social media an important part of inbound marketing HubSpot quizlet? ›
Why is social media an important part of inbound marketing? Social media helps you reach millions of people in distant countries. Users have the best customer service experiences in social media. Social media is a one-to-one medium you can use to market in a direct, human way.What is social proof HubSpot certification? ›
1. Expert's Stamp of Approval. Expert social proof is when an industry thought leader or influencer approves of your product. This could take the form of them blogging, posting on social media, or being quoted or photographed as a product user.What is social media monitoring quizlet? ›
For current purposes social media monitoring is defined as the process of tracking, measuring, and evaluating an organization's social media marketing initiatives. The earliest adopters, PR firms, used social media monitoring to detect negative comments posted to the social web about their clients.How do you monitor and measure social media activity? ›
- Step 1: Determine Your Social Goals. ...
- Step 2: Create Metrics To Measure These Goals. ...
- Step 3: Measure. ...
- Step 4: Monitor And Report. ...
- Step 5: Adjust And Repeat.
- Set your social media goals.
- Choose the right social media measurement tools for you.
- Determine what KPI's you'll measure. Follower's growth. Engagement metrics. Reach. ...
- Benchmarking: check how your campaigns stack up.
- Create social media performance reports.
- Customer Feedback Through Surveys.
- Customer Satisfaction Score.
- Net Promoter Score.
- Customer Effort Score.
- Social Media Metrics.
Social media monitoring is the process of identifying and determining what is being said about a brand, individual or product through different social and online channels.
- Long form-based surveys. Customer feedback surveys are the most common way of completing the feedback loop. ...
- Short in-app surveys. ...
- Customer Satisfaction Score Surveys. ...
- Exit-intent survey popup. ...
- Website feedback widgets. ...
- Customer Interviews. ...
- Transactional emails. ...
- Suggestion boards.
- Gives Clear and Concise Information on What is Happening. ...
- Input Monitoring. ...
- Risk and Reward Evaluation. ...
- Assessing New Possibilities. ...
- Overall Progress Report. ...
- Innovation and diversity of Opinions and Thoughts.
The effective monitoring system allows us to measure the trends of various indicators based on data collected at specific points.Why is effective monitoring important? ›
M&E helps ensure resources are used efficiently
The information collected through monitoring reveals gaps or issues, which require resources to address. Without M&E, it wouldn't be clear what areas need to be a priority. Resources could easily be wasted in one area that isn't the source of the issue.
- Step 1: Designing an Efficient Plan For Monitoring. ...
- Step 2: Designing Effective Report Management Mechanism. ...
- Step 3: Recommendations For Project Improvement. ...
- Step 4: Ensuring Guidelines And Recommendations Are Followed Accordingly.
- Step 1: Identify Program Goals and Objectives. ...
- Step 2: Define Indicators. ...
- Step 3: Define Data Collection Methods and TImeline. ...
- Step 4: Identify M&E Roles and Responsibilities. ...
- Step 5: Create an Analysis Plan and Reporting Templates. ...
- Step 6: Plan for Dissemination and Donor Reporting.
- Element 1: Monitoring intervention performance. ...
- Element 2: Observing changes in the wider market. ...
- Element 3: Review and integrate monitoring results.
Benefits of social media for business
attract customers, get customer feedback and build customer loyalty. increase your market reach, including international markets. do market research and reduce marketing costs. increase revenue by building customer networks and advertising.
Increase trustworthiness and brand recognition. Increase levels of customer service and satisfaction. Foster online community and tell authentic stories. Become part of the zeitgeist.Why do we conduct social monitoring as compared to social listening? ›
Social media monitoring identifies brand mentions on a micro scale, while social media listening occurs on a macro scale to see how customers are talking about your brand, products, and industry — including competitors.
Social listening provides qualitative metrics (such as sentiment of a conversation) and quantitative metrics (such as volume of conversation) to help create the best strategy for your company's social marketing campaign. monitor what consumers are saying about your company and try to respond to them quickly.Are HubSpot exams hard? ›
Is the test difficult? Yes, more than I expected because some of the questions are not straight forward. It's a multiple-choice test but sometimes all of the choices seem like the right answer. Read the question carefully, and remember what section you are answering before you choose.Should you put HubSpot certifications on resume? ›
Since you are a student in this course (ISM 5705/7505) , and HubSpot certification is free and mandatory in completing the curriculum, it is in your best interest to proudly display those hard-earned certifications, who know it may lead to landing your dream job.Do HubSpot certifications look good on resume? ›
Add it to your resume.
Try adding it under an “Awards and Certifications” or a “Skills” section. Plus if you're job searching, highlighting your passion to learn by mentioning your Inbound Certification will open you up to more opportunities.
- Friends+Me (Facebook, LinkedIn, Twitter, Pinterest)
- Followerwonk (Twitter)
- Tailwind (Instagram and Pinterest)
- Social media insights (gender and location data)
- Google Analytics Audience report > Gender and Location.
HubSpot can track most Facebook and Instagram ads, but some ad types are not supported due to API limitations.Where does HubSpot insights come from? ›
HubSpot Insights is a database of company information that HubSpot gathers by combining third party data, web crawling, and crowdsourcing. It is updated in real-time as HubSpot gets new information.What makes HubSpot different? ›
HubSpot offers a better solution that's crafted, not cobbled. We built our entire platform in-house so our customers can benefit from software that's cohesive, customizable, connected, and easy to adopt. With a single source of truth, your teams can form deeper relationships with customers throughout their journey.How can social networking be used by salespersons provide examples? ›
- Identify the most-used platforms for your ideal customer. ...
- Share customer stories with marketing. ...
- Leverage social proof in your sales materials. ...
- Optimize your personal social media accounts. ...
- Use social media when prospecting. ...
- Track relevant metrics. ...
- Add social listening to your operating rhythm.
- Sprout Social.
- Zoho Social.
- Brandwatch Consumer Intelligence.
- Dash Hudson.
In general, the term refers to social media metrics and demographics collected through analytics tools on social platforms. Social media data can also refer to data collected from content people post publicly on social media. This type of social media data for marketing can be collected through social listening tools.How many Social accounts can you connect to HubSpot? ›
If you have a Marketing Hub Enterprise account, you can only select up to 60 default accounts to post from.How does HubSpot integrate with Instagram? ›
Regardless of whether you publish through HubSpot, or directly to Instagram, HubSpot will show you how your content is performing. Track metrics like impressions, new contacts generated from social, and top posts, and compare your performance on Instagram to any network you are active on.What is the best way to advertise on Instagram HubSpot answers? ›
- Create ad campaigns in the Facebook Ads Manager.
- Create ads from your Facebook Page and promote them on both Facebook and Instagram.
- Promote posts and stories directly from your Instagram professional account.
- Boost existing posts from your Facebook account.
They both collect much of the same data, but HubSpot is best for analyzing contacts and customers whereas Google Analytics is best for in-depth and detailed analysis of website pages. Google Analytics collects more data than HubSpot does and can easily compare timeframes for before/after analysis.What is the main purpose of HubSpot? ›
HubSpot is a marketing, sales, and service platform that helps companies to attract visitors, convert leads, and close & retain customers. It does this through a single source of truth, intuitive UX, and a unified codebase. HubSpot equips companies to better manage marketing, sales, service, and operations efforts.How is HubSpot different from Google Analytics? ›
HubSpot's sources are different from Google Analytics' channel groupings. For example, HubSpot buckets metrics from Google Ads into Paid Search, while Google Analytics can bucket metrics from Google Ads into either Paid Search, Video, Social, Cross-network or Display, depending on the ad.