Twitter is still an effective social networking tool for developing leads and communicating with customers and press. People talk about your brand on Twitter (and oftentimes, they complain about your brand on Twitter too), so it is imperative that you monitor your brand on Twitter. Don’t be an ostrich and put your head in the sand. Keep your eyes open and make sure that you’re ready to amplify & engage the good and address the negative. If you do this, you can control and grow your brand on Twitter.
5 Tips On Monitoring Your Brand on Twitter
Before you think about monitoring your brand on Twitter, you need to get familiar with Twitter Analytics. The best thing about Twitter analytics is that you don’t have to be an advertiser to access the dashboard. Just set up a Twitter Ads profile and you’ll be set. Twitter analytics gives you information on:
- Total tweets you’ve pushed out & % change over the previous month
- Total tweet impressions & % change over the previous month
- Total profile visits & % change over the previous month
- Total mentions & % change over the previous month
- Total followers & net change since last month
- Your top tweet
- Your top mention
- Your top follower
- Your top media tweet
As you can see, Twitter analytics are a bit scarce when it comes to analytics on your mentions. On top of that, mentions that aren’t set up properly can easily be missed. For example, our Twitter handle is @Socialdraftapp. Without following the tips below, we’d miss any mentions that aren’t tagged @socialdraftapp. We’d miss anything for “Socialdraft” “Social Draft” or “@socialdraft”. Let’s get down to the details so you too can be on top of any mentions of your brand on Twitter.
1) Use a Reputation Monitoring Tool
You can’t respond if you don’t know people are talking about your brand, and people love talking about brands. The majority of the time these are good mentions, but because of ease of use, Twitter has become a popular customer service platform. Interestingly enough, only 29% of businesses on Twitter took action on consumer complaints. That’s quite a large number. If you can be one of the 71% who monitors and responds, you will have an edge over the competition.
Use a reputation monitoring tool. Hop on at least twice daily (once at the beginning of the workday and once before you leave) to make sure that everything is addressed including shared links, requests for tech support, general customer service requests, questions, etc.
2) Be ready to respond
Take the time to prepare answers to all possible situations. Use these as guidelines so that you can reply quickly and effectively when a new mention comes in. Have a response strategy that includes items like:
* Response times
* How to respond
* Who should respond (is it an issue that needs to be escalated?)
3) Mentions that omit the @
Bet you didn’t know that 30.72% of all mentions actually fail to refer to a brand by its Twitter handle. This is an easy way to completely miss mentions of your brand. Make sure to monitor both your Twitter handle, as well as your regular business name. In this case, you would monitor @socialdraft, @SocialdraftApp, Socialdraft, and Social Draft. This way you don’t miss a thing.
Since not all tweets mentioning the name of the brand are directed to the actual brand, you need to be extra vigilant as to when your brand is added to a conversation. Even if people are not directly speaking to your brand, they are talking about you and this means you need to engage. Make sure to monitor not just direct replies, but tweets that mention the brand in any way. These are chances to connect with your audience and build brand loyalty.
PRO TIP: Monitor principals in your business as well as the name of your brand.
4) Negative mentions don’t always spread
If you wanted some good news, here they are: 60.20% of tweets mentioning brands don’t get retweeted. This means that many of the negative tweets that go out there fade away.
This doesn’t mean you can ignore them. These are an opportunity for a few things:
- To make a customer happy
- To review your practices and see if there is an issue that needs to be addressed
- To show the community that you care
When you do address negative comments or mentions, they can be turned into something positive.
5) Mentions at odd hours
The Internet never sleeps, but you need to. This becomes an issue since 60% of brand mentions happen outside of working hours. While you may not necessarily miss a mention of your brand on Twitter, you will probably be late to engage or respond. If you find that you get tons of off-hour mentions, you may want to think about hiring a VA to fill in on those late times.
Why do we recommend this? Response time is directly related to Twitter response time. A recent study by Twitter shows that people will spend 20% more on an item if a business responds to customer service tweets, and the faster you respond, the more your revenue can increase.