Remember when brands were the destination?  Consumers went to brand properties to communicate and interact.  Brand managers reminisce fondly of those days as now they are the ones doing the trekking.  And while it hardly seems fair that brands are required to scour the Internet for what’s being said about them, this is the new reality.

The good news is there are plenty of tools available to help brand managers monitor what’s being said about their brand.  So with the myriad of solutions out there which one will provide you with the most utility?  Here are a few considerations that will point you in the right direction.

1. Every social media aggregator subscribes to a slightly different methodology.  They use unique algorithms in determining which information is important.  You should start the process here by finding the tool the makes the most sense for your brand.
2. Each social media analytic platform will pull information for different data sets.  They cast their nets and harvest information in varying pools.  Make sure the platform you choose is monitoring the right online spaces for your brand.
3. As being able to process the data efficiently and effectively is key for success, make sure the application you select provides reports and graphical representations that can be customized and easily consumed.  The platform should help you sift through the data to hone in on the information that matters.

Utilizing these considerations to evaluate which tool is aligned with your situation and intended application will ensure a more successful social media monitoring program.

Of course you could always engage the services of professionals.

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