What exactly is social monitoring? It is basically the measurement side of social media content marketing. Social monitoring is the process of observing different online sources for mentions of your organization, either by name, branded hashtags, or links. These mentions could be from blogs, websites, online journals/media, videos, and on various social platforms such as LinkedIn and Twitter.
Related Resource: How to Create a Great Social Media Marketing Strategy .
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Mentions can happen at any time based on original content you are sharing from your blog or content you have curated through an email newsletter or Facebook. Chances are, if you publish it, there will be people sharing the content on different platforms and mentioning your organization/brand.
Where social monitoring really comes into its own is when you promote an event, launch a fundraiser, or an influencer campaign and share consistent content updates. Your audience will pick up on this, especially if you use a branded hashtag and start sharing, retweeting, and creating their own content using your special hashtag as well. Keeping track of all the mentions, shares, and retweets during a campaign is nearly impossible without a good tool at your disposal.
Here are some free/fairly affordable social monitoring tools and how they can benefit nonprofits.
Talkwalker Alerts
Talkwalker alerts - social mention
An alternative to Google Alerts, Talkwalker is also available for free and does not send you email notifications one at a time. Talkwalker Alerts scans every available source for brand mentions, from websites like Mashable to blogs, forums like Reddit, and social media feeds like Twitter, and collects them all for you in one email. It is a great tool for managing your social media presence.
Talkwalker gives you the best results when you mention your brand or keyword (like the tweets with the most engagement), making them a great free alerts service that includes mentions from Social Media . You will also be able to filter the results you want based on sources, so if you only want blog sources, you can have that. They also offer and allow you to set how often you want to receive alerts in your inbox.
Social Mention
Social Mention
Another free social monitoring tool, Social Mention monitors blogs, microblogs, images, comments, bookmarks, events, audio, Q&A, and videos for any mentions of your organization. The mentions are then displayed on the results page, and you have the option to export the results to an RSS feed, email alert, or CSV/Excel file. On the left sidebar, you will be able to see that Social Mention measures how many retweets there were for each mention, how many authors created the content, when the last mention was, how many hours between each mention, and the top keywords, sources, users, hashtags for the results.
Additionally, the sidebar also tells you if the sentiment is positive or negative and what the strength, reach, and passion is for all mentions. In other words, the tool will calculate how far each mention has gone, if the audience is passionate about the content, and how strong it is based on the number of people engaging with it.
Tweeter
Tweet - social mention
An affordable and easy-to-use monitoring tool for Twitter, Twilert captures all brand mentions on the platform , including those that have URLs, contain branded keywords and hashtags. You can also set it to record mentions in real time, ensuring nothing falls under the radar. Advanced Boolean search options allow you to drill down into the tweets you want to see, allowing you to monitor users, exclude/include keywords, and search for specific tweets based on language or location.
Every tweet is sent to you via email digest, and your search history and email digest will keep all the important tweets, allowing you to return them whenever you want. You can also monitor multiple accounts and brand searches at once and email digests to pre-determined groups.
Not only does Twilert help you track brand mentions, but it can help you generate new fundraising opportunities and guest posting spots on different blogs to raise your organization’s profile. Email alerts sent directly to your inbox can also help you answer questions from potential donors, even if they forget to tag your account. The most popular option is the Pro package, which costs $19 per month but allows you to create 20 alerts and have unlimited email alerts, as well as searchable history and the ability to export mentions to RSS feeds.
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