As businesses march on with their plans to expand their presence online, they will also need to tighten the processes used to monitor all instances of receiving any mention in the medium. It’s funny how many organisations have robust mechanisms to monitor any conventional coverage they receive, but absolutely ignore this need for the social medium. Taking this medium seriously will go a long way in utilising any benefit it may provide.
It will simply not suffice to have a great social media page, good profiles and a large following. The nature of the medium is such that you will receive unexpected coverage or mentions from disparate sources and you will need to monitor what is being said about you more thoroughly. This will ensure that you can be more consistent in how you position yourself. These could be anything from simple tweets to extensive blogs and everything else in between.
Select an application that can offer you these features besides being simple to use. The tools you use to monitor should also provide you with the ability to generate simple reports which can provide a Birdseye view of everything you require to know.
It is very important to consider this process a priority if your organisation intends to pursue a long term social media strategy. Doing so will allow to use the complete potential of the social medium to build an online brand.