Using Social Media Monitoring to Create a Communication Strategy

Any PR knows that a communication strategy is important. Every situation, big or small, needs to be shared in an effective and fitting way. In order to do that, you need to have as much information as possible to ensure that you make informed decisions. That means using social media monitoring.

 

You might wonder how social media monitoring can be of benefit to a PR. Here are just some of the many ways that monitoring your socials can help PRs polish their communication strategies: 

 

Sentiment Analysis 

 

Knowing the public opinion about your brand is generally important to any PR — but it is key during the creation of a communication strategy. The sentiment analysis of social media mentions will help you understand the emotional tone of conversations about your brand. 

 

This insight helps in crafting appropriate responses to them that address concerns and mitigate negative perceptions.

 

Monitoring Competitor Responses

 

In the world of business, you should always keep one eye focussed on your competitors. Monitoring them will allow PRs to learn from their mistakes and successes. 

 

PRs will then know how their competitors communicated with consumers in the past and will be able to create a strategy that will not just be effective but better.

 

Evaluating the Effectiveness of Responses

 

Once a PR puts a strategy in motion, it can be tricky to determine if the response has the desired effect. Social media monitoring can help assess the impact of your response by analysing changes in: 

 

• sentiment,

• engagement, and

• reach. 

 

This provides the PR with insights into what worked well, and what could be improved on for future crises.

 

Looking to get ahead of any future PR crises? amaSocial is the best way to keep an eye on all things social. 

 

Do you know how you measure up against your competitors? Check out our tips for Boosting Your Social Strategy with Competitor Benchmarking. 

 

*Image courtesy of Canva