During a period when the opinion of the people changes in a few seconds, brands cannot afford to wait until the reports are delayed, or to wait until the end of a period to know how they are viewed. The talk about the companies, goods, and industries is going on around the clock, and in many instances publicly on social sites. In a certain way Twitter has turned into a live barometer of popular opinion. It is here that twitter monitoring is very important in revealing real time brand data.
Twitter monitoring enables organizations to follow the conversations as they happen, to provide an organization with an immediate insight into what individuals are saying, feeling, and sharing. It is a potent engine of decisions made by insights when coupled with social media listening and advanced analytics.
The reason why Twitter is important to Brand Intelligence.
Twitter stands out from social media due to its speed and openness. Twitter reports on news, complaints by customers are identified immediately, and trends reach momentum within minutes. To the brands, this carves Twitter to be a very crucial tool in real time reputation, campaign and emerging issues monitoring.
In comparison to the traditional media tracking, which could easily be out of pace with the events, the monitoring of Twitter provides direct access to the raw mass conversations. Listening brands respond more efficiently, can customize their messages and be ahead of their competitors.
Twitter Monitoring as Part of Social Listening
The use of twitter monitoring is best implemented as a part of a larger social listening approach. Whereas monitoring is oriented on following mentions, hashtags and keywords, social listening moves a notch higher by evaluation of context, sentiment, and trends.
By listening on social media, brands are able to detect common themes, expectations of the audience, and even subtle perception shifts. Twitter is the source of these insights by offering the raw real-time information that is the basis of any successful listening infrastructure.
The Media Tracking of Real-Time in Action.
Twitter monitoring is also capable of supporting realtime media tracking which is also one of its greatest benefits. Brands can see how the conversation develops about a product releasing, marketing campaign, breaking news story, etc. This real-time feedback enables the teams to evaluate what is performing and what is not- before it is too late.
To illustrate, when a hashtag used in a campaign begins to gain much momentum due to improper reasons, real time monitoring would help a brand to change the message, clarify false impressions or cut the situation short before it gets out of control. Such dynamism is crucial in a digital world that is rapidly changing.
Monitoring Media Intelligence.
Twitter surveillance is not awareness, but intelligence. With realtime media monitoring tools, together with the latter, brands are able to evaluate volume, reach, sentiment, and influence in a single location. This converts the random tweets into orderly thinking.
High-tech tools that provide Real Time Media Monitoring are beneficial to brands:
- Follow the spikes of conversation volume.
- Determine powerful voices that propagate narratives.
- Track attitude changes at some critical points.
- Compare performance with its competitors.
Such an intelligence level enables the organizations to shift their focus out of reactive response to proactive strategy.
Reputation Management and Crisis Detection.
Reputation crises are usually small discussions that escalate at a fast rate. Twitter monitoring is like an early warning system so the brands will have notice of negative sentiment or abnormality in patterns of activities. Real time monitoring helps the teams to identify possible problems before they become wide spread and even popular in the media.
By determining the origin and propagation of negative conversations, brands in response will be able to react in a manner that is accurate and empathetic as opposed to panicking. It is useful particularly in the customer support, PR and risk management departments.
Improving Marketing and Campaign Performance.
Twitter monitoring is useful in live campaigns to the marketing teams. The real-time tracking of the engagement, sentiment and audience response helps in identifying how the messages are getting received. When a campaign is exceptional, then it can be enhanced by brands. They are able to make a fast turnaround in case it fails.
Twitter monitoring, together with social listening, assists marketers not only to get a sense of engagement, but also emotional reaction, what interests audiences, what perplexes them, and what initiates discussion.
Competitive and Industry Intelligence.
Monitoring of the brand on twitter also goes beyond the mention of the brand. Businesses are able to see the bigger picture by monitoring competitors, industry keywords and general market discussions. The tracking of media in realtime can help a brand to attract emerging trends, consumer expectation change, and new opportunities before they are mainstream.
Such intelligence is useful in making improved strategic plans and positioning brands as leaders as opposed to followers.
Converting Real-Time Data into Action.
Information in itself is not valuable, but action is. The most successful brands rely on twitter monitoring insights to make decisions at the departmental level. Problems are resolved quicker by customer support departments, communication departments improve the message, and the leadership obtains a better idea of what people think.
Real time monitoring that is integrated into the everyday workflows is a feedback loop that builds brand agility and resiliency.
Conclusion
Tapping into real-time brand intelligence through monitoring of Twitter helps organisations to listen, learn and act as fast as people talk. Social media listening, realtime media monitoring and real time monitoring advanced capabilities enable the brands to see the moments that matter the most. Twitter monitoring is no longer a luxury in a world where your image can turn in a minute, it is a strategic requirement.