Re-think social media monitoring with Twitter
This is the year of social media monitoring. Companies will come out swinging offering reputation management software in the guise of listening products. They will promise to search blogs, social media (including social bookmarking), and generate reports. Those reports will give brands an idea of the chatter.
For reputation management.
Meaning, they will be the first to uncover the next Domino’s or Motrin fiasco. Or whatever.
Blogs are where it will start. It was a blog that started Domino’s and Motrin. And it will be a blog that starts the next social media ‘crisis’. But it will be Twitter that spreads it.
Because Twitter is excellent for spreading. So good, that Twitter’s real time search will find a blog post before any of the alerts do. If someone tweets about the post with the words crisis, then just about anyone at the brand can be aware. It’s not hard to monitor Twitter. In fact, it’s dead easy.
So, it’s my contention that if it doesn’t make it to Twitter, then it’s not that big of a deal.
That said, it doesn’t mean that you can’t use tools to hear the conversations going on. These conversations are excellent for getting ideas. I use a Yahoo Pipe to search social media. But I don’t use it to monitor a client’s reputation.
For that, I think Twitter is enough. What do you think?