• What are the top three benefits of monitoring and listening, and why?

(above is the question and the list of benefits are below)

Benefits of Monitoring and Listening What are the benefits of monitoring and listening? Why are monitoring and listening important from a social media standpoint? Monitoring and listening can help the social media professional with all of the following: Formulating the main items we want to evaluate and monitor for our social media activities (e.g., keywords, hashtags, phrases, accounts, users, influencers, and others). Identifying influencers and top external channels (or accounts) driving traffic to the social media platforms. Evaluating which accounts, websites, brand blogs, and other external links will help show impact of word-of- mouth, but also showcase potential collaborations and partnerships to add to the community on social media. Analyzing and measuring key trends (positive and negative) surrounding an event, person, or brand compared to competitors and other significant parties in the community. Calculating the overall growth of your community audience and behavior measurements. Identifying how fast your audience and community is growing and comparing this to previous times in the past year. When the audience for each platform grows, this will shift the specific metrics being used to evaluate the effectiveness of the content for this audience, which leads to the next point. Identifying the overall responses audience members give you for your content. We learn when they are active, what type of content they are sharing, how they are mentioning you during specific times and on which platforms, and how this compares to competing accounts. These are not measurements that will stay consistent. As the audience grows or shifts for a brand on social media, these changes have to be reevaluated on a regular basis. For example, posting on Instagram on Mondays at 3 p.m. EST may have worked for a company in 2017, but in 2018, it may be Tuesdays at 10 a.m. EST due to changes emerging from audiences. Determining the overall tone and sentiment of the community discussing a key player in a social media plan (i.e., brand). Understanding our audiences and what they are responding to the most. We do not have to guess which posts, content, influencers, or accounts they are following. This information is available for us to note. Turning unhappy customers through proactive monitoring and interactions into loyal customers through relationship management practices.