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Whose Job Is It to Monitor Your Company’s Social Media

Chris Kelley
May 7, 2019

Social media can’t be ignored. People are talking about your brand, your products or services, your competitors, your industry, and your employees. These conversations happen candidly in real life, which turns into threads and discussion groups on social media.

Wouldn’t you want to know what people are saying and be able to influence that conversation? If someone complains about your brand, wouldn’t you want to know why so you can address the issue? The bottom line is that social monitoring matters for more than just social media managers. Who’s responsible for social media at your company?

Monitoring Social Media – Marketing Department

Marketing teams have historically owned a brand’s social media accounts, often responsible for its overall image, including its tone, colors, and fonts. Beyond brand image, marketing is also concerned with attracting website visits and bringing in a new audience on social media helps to hit key numbers.

However, social media doesn’t belong just to marketing anymore. Social media often impacts other departments, such as sales and support. Therefore, marketers need to collect information from social media to create better marketing campaigns, enables sales in closing more deals, and delights customers.

Your marketing team should create social search streams to specifically monitor: 

  • The activity of leads based on what product or service they’re interested in.
  • The activity of thought leaders in your industry when they mention certain terms on Twitter.
  • The conversation around the words and phrases that are core to your brand. 

Monitoring Social Media – Sales Department

According to research from Social Centered Selling and A Sales Guy, 72.6% of salespeople who incorporated social media into their process outperformed their colleagues. In addition, socially savvy reps beat their quotas 23% more often. This is called social selling.

Social selling is the process of researching, connecting, and interacting with prospects and customers on social media networks, usually Twitter and LinkedIn, but other social channels as well. By commenting on, liking, and sharing prospects’ and customers’ posts, salespeople develop relationships with buyers and raise credibility by participating in customer’s interests.

Instead of a hard closing tactic, social selling more closely resembles lead nurturing. Salespeople have to be willing to put in time and effort to engage with their target buyers over the long term.

Salespeople should integrate their social monitoring with their customer relationship management (CRM) software to create streams to monitor:

  • Their open leads’ conversations, using the integration with contact lists.
  • Their “closed lost” leads’ mentions of certain terms, using the integration with contact lists.
  • Their “closed won” leads to check in with them after the sale, using the integration with contact lists.

Monitoring Social Media – Service Department

According to research by Search Engine Watch, 72% of people who complain on Twitter expect a response within one hour, and 60% of respondents cited negative consequences to the brand if they didn’t receive timely Twitter responses. Twitter is the new phone for customer support, and these stats prove the importance of a quick response when someone has an issue with your brand. Having your customer support team monitor your company’s social channels can help settle a tricky complaint. After all, these folks are professionals in defusing a service crisis.

Some brands designate a special social media account specifically to handle technical support related issues or questions. Having two separate accounts owned by two separate teams helps provide customers with immediate help and attention. Support can focus on product-related topics from customers, and marketing can monitor interactions from newcomers, leads, and inquiries from customers that are non-support related.

Your support team should create streams to specifically monitor:

  • Questions or concerns people have about your products or services.
  • Conversations your customers and leads are having about your products or services.
  • Positive and negative feedback for your products or services.

Your company’s social media accounts are not just the purview of the Marketing Department. When the responsibility of social media monitoring is shared across your company, salespeople can use social selling techniques to connect and build trust with prospects, and the support team can quickly address customer service issues.

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