Knowing the results or effects that our actions are having, on a digital level, is of vital importance when carrying out a good communication strategy. Monitoring will allow us to measure, and it is these measurements that will define the future of our campaign. From here it will be possible to undertake changes in those aspects that obtain a negative result, while we can enhance those that reflect positive data. Ultimately, monitoring will allow us to manage a metric based on a series of elements that will determine whether or not we are on the right track. These elements are the indicators.
Correct monitoring starts from the use of key indicators that will control the results of our actions. Especially in the digital age, it is necessary to delimit our campaign analysis to a series of variables that can be analyzed. With all this we will know not only the good or bad functioning of certain aspects of our campaign, but also the perception of our brand or being able to detect crises in time in an early phase.
Taking into account that the digital plane has gained overwhelming importance when planning communication strategies, it is interesting to discuss a little more the issue of monitoring in this field. For this reason, we are going to start from social media, emphasizing the importance of measuring what is published through these channels.
Social media as part of a successful digital strategy
The Internet has substantially revolutionized the way users and brands interact with each other. It is normal, therefore, that a large part of digital strategies are focused on this channel, specifically social networks. Brands in general have paid special attention to monitoring their audiences in order to know what audiences think about them.
Faced with this new paradigm, companies have focused on having a wide range of tools that can help in the extraction, measurement and subsequent analysis of all the data. Especially trying to know as much information as possible in real time. Something that is especially useful when managing issues as important as SEO, for example.
There are a large number of tools that will allow us to know and evaluate what users and/or influencers are saying about our brand. Acting quickly and determining the type of discourse that is being spoken about us can be a vital issue to tackle future communication crises that, lately, have been so common through this medium.
Some network monitoring tools
1-Social Mentions: is a tool specialized in searching and analyzing the content that users publish on the Internet. Whether through social networks, blogs, video and image pages or links; This application will act quickly and easily, offering us data in real time. The main uses it has for our company are:
-It offers us the possibility of measuring the growth of a brand and its influence.
-Allows us to analyze the levels of influence that our competition has.
2-Radian6: also known as Social Studio, it is an application that allows us to know what is being said about a brand based on the scope and sensitivity of the content. This tool offers the manager a wide overview of information through graphs and percentages, with high segmentation
-It allows you to know everything that is said about our brand through a wide variety of graphics.
-Despite being a paid tool, if we compare it with Social Mentions, it has a trial section with some limited options.
3-Raven Tools: with this tool we can manage the entire SEO and social media campaign through a total of 30 digital marketing tools that are included. This application will facilitate the management of campaigns, as well as the monitoring of results focusing on reports
-Allows the development of custom reports on social media and PPC and SEO.
-Monitor the ranking of our keywords to determine positioning.
-Offers the possibility of analyzing SEO strategies in order to detect errors to find quick solutions.
-Help create content for your WordPress blog.
4-Google Analytics: is Google’s basic monitoring tool that allows us to easily and quickly obtain various numbers of reports based on visitors, duration of visits, how they reached the website… It is completely free and provides a wide range of possibilities when measuring different variables.
-Offers the possibility of managing social media analytics as well as content based on detailed reports.
-It is possible to know conversation analytics based on the arrival of users to your site.
-Allows you to analyze advertising through data on the performance of ads on social networks.
It is a very useful tool with a wide range of possibilities to know the scope of our actions on the digital level.
Did you like this article? Rate it!
More related articles
This post is also available in: