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Victoria Greene

Victoria Greene

3 years ago 5 min read

How Social Media Monitoring Can Improve Your Ecommerce Strategy

Featured How Social Media Monitoring Can Improve Your Ecommerce Strategy
Victoria Greene

Victoria Greene

Social media monitoring can enhance your business massively. This essential guide will show you how do to social monitoring for better sales, better engagement, and a better brand. Learn more about your customers (and your brand) today with social media monitoring for ecommerce.

Social media monitoring is an effective audience research method.

It provides unparalleled insight into customers.

It’s honest, raw, and candid, and can greatly enhance your business’ marketing strategy.

By the end of this article, you will:

  • Have a solid understanding of what social media monitoring is.
  • Understand the role social media monitoring plays in business.
  • Know how to use social media monitoring to enhance your ecommerce strategy.

What is social media monitoring?

Social media monitoring refers to the monitoring and collection of brand mentions by customers online.

It largely focuses on dedicated social media platforms such as Facebook or Twitter.

But it can also span other online channels such as forums, news sources, blogs, comment threads, and so on.

So how would this work in practice?

Let’s say a member of the public had a bad experience with your business. They take to Twitter to vent their frustration. The unhappy customer names your brand (but doesn’t tag you) and complains about the service.

If your brand uses social media monitoring tools, you would receive an alert highlighting the tweet.

This would let you reach out to the customer directly on social to resolve their issue.


Unamo Social Media for on-point social media monitoring

Unamo Social Media provides insightful social media monitoring.

It works across a range of social platforms.

Unamo SMM uses a simple, intuitive top-down interface.

This it’s easy for brands to monitor exactly what their customers are saying about them.

Image Unamo

One particularly handy feature of Unamo SMM is its real-time trend monitoring feature.

Hashtags and trending topics are flagged up in the interface for brands to spot potential PR opportunities as they arise.

It’s this kind of rapid, reactive feature that makes Unamo SMM perfect for brands that want to grow with dynamic, responsive marketing.

Price-wise, Unamo Social Media Monitoring is super-affordable.

With models starting at just $19 a month, it’s possible for even solopreneurs to install a solid social listening strategy.


Why should you use social media monitoring?

The above is just one example of how social media monitoring works for business and how your brand can enjoy it.

Other benefits of social media monitoring include:

It helps you understand what customers think of your brand

There are countless examples of brands wildly misjudging how an ad campaign will go down with their customers.

These failures can be partly attributed to an inability to understand customer perception of their brand.

Social media monitoring lets you put your brand into a wider context, identifying what people think of you.

You can go granular and find nuanced and detailed customer perception analysis instead of broad statements.

It lets you rapidly enhance your existing strategy.

Social media monitoring provides real-time insight into the performance of your marketing strategy.

Knowing how you’re currently performing in the eyes of your customers reveals the efficacy of your current strategy.

Building a loyal Audence

Social media monitoring shows you how your target audience is reacting to your campaigns.

It delivers genuine, quantifiable sentiment instead of simple facts and figures.

It shows your customers that you care

When customers vent their anger on social media, blogs, forums, and so on, they expect a swift response from brands.

Failure to act can have a serious negative impact on a business, resulting in disastrous PR, a decrease in followers, and even lost sales.

By reacting quickly to social mentions, you can show your customers that you are a brand that cares.

And when it comes to your business, that is money in the bank.

It can open up new avenues for your business

It’s rare that a successful ecommerce business sits on its laurels.

A thriving brand expands and spreads out, exploring new waters and finding new sources of revenue.

For some brands, this might mean expanding your existing operation.

For others still, it could involve buying a new domain to run parallel to your current one.

Whichever route you go down, social media monitoring can help you.

For example, let’s say you’re growing your current business with a new product or service.

Social media monitoring can help you gauge demand before developing an MVP.

Or if you’re investing in a new ecommerce business, track your prospective buy on social to see how they are currently performing with customers.

It could make all the difference in the world when it comes to making the right investment.

As you grow into unexplored business territory, social media monitoring guides you.

It informs your decisions.

Knowing the landscape helps you make the right decision for your brand.


Social media monitoring can:

  • Enhance your marketing and PR strategy.
  • Deliver insight into brand perception.
  • Improve your brand’s reputation on the social stage.
  • Help guide your ecommerce business as it grows.


How to use social media monitoring for ecommerce

I’ve broken down exactly what social media monitoring is and the benefits it can bring.

Now let’s look at how you can use social media monitoring to improve your ecommerce strategy.


Provide rapid, genuine customer service

Customers often turn to social media to let out their frustration with brands.

A poorly-timed or mishandled response can be disastrous for your business.

At the same time, customers also use social media to research a brand or product before investing.

Negative social proof can put off potential customers, in turn impacting your sales.

Use social media monitoring to reach out to unhappy customers.


Respond to their complaint sincerely

Reassure them that their happiness matters to you.

Once you’ve responded in a genuine, measured way, take the conversation private.

You’ve shown the customer — and everyone else — that you care.

But it helps if you hash out the messy details discreetly.


Takeaway tips:

  • Some customers will go directly to you to complain. But others might just mention your brand name without tagging you.
  • Social media monitoring lets you find those customers and show them you want to help.
  • Reach out, respond, and then take the conversation private — don’t air your dirty linen in public.


Actively discover new leads for your business

Social media is full of people searching for product or service recommendations. It could be the best restaurant, the best TV, or the best games console.

You can discover potential leads who are likely interested in your product or service by monitoring social.

For example, let’s say you make video editing software for solopreneurs or small agencies.

By searching for mentions of “video editing + recommend”, you can quickly find prospective leads who have a need for your product.

Once you’ve found someone, reach out and offer your product as a solution to their problem.

It’s important to get this right.

No-one likes having a product or service forced down their throat, so be humble and sincere.

Maybe offer a free trial or sample to sweeten the deal.

It is a fine line to tread, but when done right, it can net you considerable gain.


Takeaway tips:

  • Social media monitoring isn’t passive — it’s about being active.
  • Present your product or service to customers, but don’t proselytize.
  • Offer a freebie to encourage customer engagement.


Manage your reputation with agile responses

Just as customers will complain about your brand on social, so too will people review your products or service online — for better or worse.

Review aggregator websites, forums, and blogs can all play host to either glowing praise or scathing criticism of brands.

Review sites play an important role in the customer journey, and a negative review can severely impact your brand’s reputation.

Social media monitoring tools flag up relevant reviews.

This lets you quickly identify potential flashpoints before they become a problem.

Once you’re alerted to a negative review, reach out to the writer, but avoid negativity.

Instead, work with them to better understand their issue.

It’s crucial that it’s a measured and even exchange to strengthen your reputation as a caring brand.


Takeaway tips:

  • Reputations are built — and broken — on social media, so swiftness is key.
  • Reach out to negative reviewers and respond thoughtfully and considerately.
  • Simply showing that you care enough to engage can bolster your reputation.


Enhance your influencer marketing strategy

Every ecommerce brand can enjoy influencer marketing.

Using social media stars, brands can reach new customers, drive sales, and create engagement.

It’s a tried-and-tested method that ecommerce brands from every industry benefits from.


A successful influencer marketing strategy is about choosing the right influencer.

Finding someone who aligns with your brand ensures you hit the right note with your target market.

It underpins every effective ecommerce influencer strategy.

Social media monitoring identifies influencers by seeing who your customers  engage with online.

Seeing the same influencer crop up again and again is a sign that they resonate with your customers, so reach out and connect.


Takeaway tips:

  • Track your customers to see which social media stars they engage with frequently.
  • Use social media monitoring analytics to measure influencer resonance with your customers.
  • Don’t always aim for macro — micro influencers


Learn more about who your customers are


One of the main allures of social media monitoring for brands is its candid, detailed insight into their customers.

Listening in on social conversations is akin to eavesdropping on real conversations.

Of course, social media monitoring is more acceptable and provides greater quantifiable insight.

In short, social media monitoring helps you to really know your customers.

And the better you know your customers, the better you know yourself.

In ecommerce, perception is everything.

Learning who your customers are and how they’re reacting to your brand and the world at large helps inform your current strategy.

This in turn lets you hone and refine your future campaigns for greater return.

You could even take this further by creating new products or services based on what your customers are talking about.

Identify pain points or fears and craft marketing campaigns or products that exploit or solve them.


Takeaway tips:

  • Learning who your customers are can help you reposition your strategy.
  • New brands can alter their tone of voice to better suit their customers’ style.
  • Discover customer pain points and create marketing campaigns that play on them

For ecommerce brands wishing to improve their strategy and grow their business, social media monitoring is a must.

It provides valuable insight into customers.

In turn, it helps you create better, more effective marketing campaigns.

It can also enhance your customer service considerably.

Even those who don’t tag you in negative posts can receive glittering customer service.

On top of that, social media monitoring can even generate new leads for you, driving sales by reaching out to customers on social.

Follow the tips above to get the most out of your social media monitoring strategy, and start feeling the benefits for your business today.

Written by
Victoria Greene

Victoria Greene

Victoria Greene is writer and branding consultant. She writes a blog called Victoriaecommerce. On her blog, she likes to share tips with marketers looking to have a good time with content.

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