Context for champions: social media monitoring

Quick post is a good post I say!

Today I want to talk about how we’re managing information overload of social media and more importantly, if you’re a community manager, how you’re keeping your champions engaged, learning and willing to stand up for social.

I’ll need to reflect personally on a couple of recent “AHA” moments. Recently I was asked:

“I’m on twitter and I’ve seen pretty abysmal conversations going on that have nothing to do with what I do, can’t really see how it’s relating to me..are you going to tell me how I know what to look at?”


For three plus years I’ve been working inside my organisation with a bunch of awesome individuals who can see the potential for integrating social media into our day-to-day operations.

Thing is, that when it comes to the crunch, the “unknown” poses too much of a risk for companies and individuals who aren’t comfortable in this space.

So the big question is “how do you excite people about social media when all they know is Facebook, Twitter and the horror stories of Dominoes, Qantas and Nestle ?”

More importantly how do you introduce tools for creating relevancy?

The quickest way to show that the conversation is worth having is to show the conversation itself.

I’m swearing on the deaths of my first five goldfish (jack x2) and (jillX3) that I’ve presented copious numbers and stats documents, but it means Nada, zip, zero until you see the context as it happens.

So, how do you do that?

Well deploying free and easy to use desktop tools such as TweetDeck & Hootsuite can really help. These tools can easily introduce key actions such as monitoring, scheduling and engagement to users who have limited social media know-how.

I also suggest a list of free monitoring sites that give quick (but not entirely accurate) snapshots such as and, and to introduce the concepts of social stats such as reach, sentiment, passion and influence. There are too many other monitoring tools to mention so I tend to start with the basics.

Ask someone what they want to know. Monitor and show them the “chat”…and then watch the change happen before your eyes.

As community managers, we know this.

Key take away? If you want to help people stay on the social journey, reveal the glimpses of context in a palatable and interesting way.

How do you do it?

Published by Claire Spencer

Senior social media specialist combining mindfulness with content to build a better world.

2 thoughts on “Context for champions: social media monitoring

  1. Hi Claire! Showing them conversations that customers are having about their competitors can be a powerful motivator too!

    On the subject of tools I’ve been using (thanks @sambe11) for scheduling. It’s such a simple interface and less overwhelming for clients new to social media scheduling. And I’m a fan of Conversocial for Facebook moderation, for those with high volume traffic.

    1. hey Alison, good advice! Haven’t used myself but now you’ve pointed it out I’m obliged to check it out. Thanks @sambe11 for the pointers and connections, and thank you for taking the time to provide some feedback πŸ™‚ Go ACM go! πŸ™‚

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