Social Media Monitoring – What you can learn from data [2]

Natalia Chrzanowska
October 30, 2014 ・ 4 min read

In the last article we described thoroughly what you can learn from the Internet monitoring data. We hope those tips were useful and valuable, but it is not the end of story. In this post we are happy to present some more applications of social media monitoring for your brand. Are ready for the next dose of useful knowledge?

Scale of the discussion

Not only the number of mentions is a good indicator of a brand’s popularity in the Internet, but also the social media reach and the number of contacts. These two figures provide you with an accurate estimation of the number of people who actually encounter with contents related to a specified brand or a keyword. The social media reach tells you how many Internet users see mentions collected by the Internet monitoring, and the number of contacts is the total amount of contents which include your key phrase, together with likes, comments and shares.

scale of a discussion

These numbers help you study the range of your campaigns or of your brand in general, but also you can measure the actual value of the buzz. Applying algorithms which include the number of contacts and a sentiment structure, you will be able to calculate the commercial market value of the buzz which can be compared to a display advertisement of the same value.

 Identification of crucial users

We devoted the whole article to describe how you can benefit from a cooperation with bloggers and vloggers. However, they are not the only influential Internet users that you can engage in your activities. Internet monitoring enables you to distinguish the most active or the most influential social media authors who post contents about your brand. They might be famous bloggers and your devoted fans or loyal clients as well. When you finally get the information about who they are you can interact with them and reward for their engagement and loyalty. Building good relations with these people is crucial if you want to create a positive brand image online. What is more, in the future they will help you to promote your brand for you.

influence and activity of users

How can you reward your loyal clients? The easiest and very effective way is to offer them a free product or service, or a discount for your goods. We assure you that he or she will share this later in social media. Then your reach increases, positive attitude towards your brand reinforces and in general your brand reputation improves.

A good example of such an activity was presented in our article and it concerned a pizza giveaway. The crew traced with the monitoring tool people who posted on Facebook that they were hungry or fancied pizza. Then they delivered a hot pizza to a social media author.

In the video you can see the measurable results of the action.

In another case, Peter Shankman, an angel investor, tweeted before boarding to his flight, asking Morton’s Steakhouse to meet him at the airport with a porterhouse steak when he landed. When he arrived he found a man wearing tuxedo and holding a bag with juicy steak inside. What happened next? Shankman posted a photo on Twitter.


These stories encourage to post in social media about your needs and cravings and from a company’s perspective to surprise clients with free gifts.

Comparison with your competition

The next big thing you can pull out from Internet monitoring data is information about your competition. Not only your moves count, but your competitors’ activity is also of a significant meaning. Internet monitoring tools give you the opportunity to compare your brand to others from the same industry, in social media. You can check out which one is more popular, has greater number of mentions or wider social media reach. You can also compare a sentiment or contents’ categories structure, and main threads in the conversation online.

brands comparison

This statistics give you an insight in what you can improve to be better than your competitors and what you are already lead the way in.


Data from the Internet monitoring is a vital element of your online operation. It provides you with a valuable information about a brand and its performance in social media. Depending on your marketing strategy and activity profile, you can apply it in many areas. Main fields in which you can apply Internet monitoring data are:

  • estimation of the buzz density – how many contents appeared about a specific brand, product or service;
  • estimation of social media reach – how many people encountered with contents concerning a defined topic;
  • analysis of sentiment structure – what is the attitude of social media authors towards a specific brand;
  • estimation of the number of contacts – how many people interact with contents about a brand (like, share or comment);
  • in-depth analysis of contents – in what context people write about your brand;
  • analysis of social media authors – who are people who write about your brand (gender, age);
  • analysis of sources – on which platforms and web sites your clients are active.

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