Millions of messages, posts, and updates flood social media websites and platforms each and every day.

Within all that noise may be moments when individuals mention your brand, product, or service. It’s at this time that you’d have a great opportunity to respond to their interest or feedback. If you manage to catch them at the right time that interaction could generate a sale, discover your demographics, create a positive experience, or extinguish the flames of an annoyed individual.

To do this you need to use tools because it’s quite impossible to monitor the Web on your own.

In fact – you’ll probably need to employ a couple of tools, all working together, to really keep track of your social media interactions.

But remember, too, that once you have that data … you need to take action.

Two Tools for Our Purpose

Do a search for “social media monitoring tools” and you’ll see hundreds of blog posts that list out dozens of tools. This is good and all but let’s skip all that and start putting them into action rather than spending a ton of time comparing them all.

For the selection I’m saying …


Tagboard is a little different from what you would normally use for tracking your social media interactions. With Tagboard the focus is on the hashtag. You can plug in whatever hashtag you feel important for your business and see a report of who’s using them.

The basic, free, version is very limited but if you want to quickly check to see what’s going on – in a visual way – then Tagboard gets the job done.

Social Mention

Social Mention is a tool that I really love to use because it’s Web-based and very easy to understand.

Take your list of keywords, plug them into the search box, and select where to source the information, then hit search. After a few moments you’ll see results from a variety of sources (depending on your parameter, of course) like blogs, Twitter, Facebook, and other social platforms.

Take note of who’s talking. What they’re saying. Where it’s posted. Use that to kick start a social media campaign, make improvements, or find new people to follow.

Six Ideas for that Data

Once you have all those keywords, hashtags, and phrases into the tools and started to record the information (I’d recommend a spreadsheet) it’s time to put that info into action.

Here’s what I’d recommend:

  • Gain. Find someone that has mentioned your brand and message asking them what they thought of your product/brand. This will help you make improvements and show that you’re active to the community.
  • Invite. Invite people talking about your brand or industry to your Facebook fan page (or private group) to continue discussions and create networking potential.
  • Sell. Find the people complaining about the competitor and step in to offer your product. Make an irresistible offer if they make the change and wow them with customer service.
  • Discover. Use the links as a source for finding new platforms and locations where you can be active. See if you can submit content to the site which will come at ease since they already know who you are.
  • Appeal. Someone angry about what you’re doing or what you offer? Talk to them on the public channels, offer support, and try to fix the problem. You may win over their business and your helpfulness will be seen by other members on that platform.
  • Ignore. Not everything people say is worthwhile for your business. In fact, some suggestions are down-right detrimental. Look through the results and learn who and what to ignore otherwise you’ll end up chasing a dead end lead.

Pretty simple stuff, right?

I wanted to keep it that way because you should use your imagination. Just think – when has there ever been a time when businesses could so freely listen to their customers? This isn’t a time to just go cookie cutter with your responses and how you use the information.

Tailor what you learn for your business.

Try something different. Try something new.