Social media is now widely recognized as a useful business tool for connecting with an audience or target market, but don’t discount the benefits of monitoring a client’s brand on social media. A person’s or business’ social media profile should tell the story that they want the world to know; it offers a ready platform for responses from the people who come to that page. As such, it is a priceless tool for businesses and their partners and associates to really refine their image in the public eye, and really make sure that they’re reaching the market they want. If you’re a marketer or other representative of the company, then monitoring the social media “brand” is critical. Here are some things I’ve learned over several years of promoting others in social media and around the web.
Make sure you and the client are on the same page
One of the key benefits of monitoring a client’s brand on social media is that, no matter what you’re doing for your client, it is imperative that the core values of an associate or partner align with those of the client. Core values define how a business is run and the direction its owners wish it to go; if an associate doesn’t agree with the client’s core values, chances are they won’t be able to work effectively together. In addition, understanding those core values will give great insight into how you can serve the client best.
Keep the brand consistent over all platforms
For someone that is in a capacity to speak to a client’s market in their stead – such as in marketing, public relations and so on – then knowing their brand on social media can help ensure that you consistently maintain the client’s voice. That is, you can keep the message and delivery consistent to what your client wants regardless of who actually communicates to the public. Authenticity is the new buzzword in business, and the only way to come across as truly open and authentic is to ensure that your audience gets a consistent message.
Get updates without bugging your client
A client’s needs will change regularly, and in some businesses constantly. By monitoring the client’s brand on social media, you can keep track of what the client is doing and how the market is responding to it. This can help you identify many of the client’s needs even before they do. Social media gives an extra edge on appearing intuitive, competent, and professional to a client.
Not only can monitoring a client’s brand on social media keep an associate up-to-date on what the client is doing, saying, and needing. You can also keep a close watch on the client’s customers and prospects, and the changing mood within the market. Is the client planning new innovations, new marketing techniques, or other huge changes? Social media is a great place to start learning if the target market even wants the planned changes without the added expense and energy that goes into surveys, market tests, and other such popular methods of “testing the waters.”
Get an overall feel for market targeting
Finally, by monitoring a client’s brand on social media and seeing the reaction of the online audience, you can make one final and extremely important deduction: Is the client on-target with their market? Even the greatest ideas will go bust if you can’t find the right people to market it to. If the reaction is less-than-enthusiastic, then it’s either time to change the product or change the target.
Not only can the feedback from social media help identify a poorly-targeted market, it can allow for almost real-time responses from the market to any newly-implemented changes. Ultimately, this can save a lot of time and energy when trying to re-focus either the product or the market, and effectively and quickly find individuals within new target demographics.