What do is need to know about monitoring?

Scup Educate

Have you  ever thought about what people have said about your brand on social media? It is highly likely that you have, and that questions have been brought up, right? Don’t worry, this is more common than you think. After all, nowadays, there are many platforms where users mention and reference a number of subjects, including your products and services. And this impression of infinite content can create several questions about what, when and how to monitor.

To help you in your strategy, we have selected the five most common questions about monitoring brands on social networks. Take a look:

What is social media monitoring?

Social media monitoring is the act of “listening” to what has been said by users of these channels about your brand, products, services, or even the market, according to strategies defined for your company. By using keywords, which can be specific or generic terms, it is possible to have a bigger picture of what people post. And this is where monitoring work begins.

What is the strategic importance of monitoring brands on social media?

Data collection on mentions about your brand alone, is not a strategy. These data need to be addressed, compiled, turned into information, and, thus, used as a knowledge to apply intelligence to businesses, substantiating strategies and measuring results.

With well-defined monitoring, it is possible to:

  • Predict potential crisis;
  • Apply corrective actions to any misinterpreted positioning by the consumer, performed by the brand.
  • Generate insights to improve products, services, and processes;
  • Generate new ideas for products and services, and understand markets to be explored.
  • Identify recurring complaints about the products, services, and processes;
  • Measure brand awareness.
  • Evaluate brand reputation within the market;
  • Identify market and consumption trends, among others.

Which social networks can I monitor with my strategy?

Social media with greater  market expression such as Facebook, Instagram, Twitter, Tumbler, Linkedin, as well as Youtube and multiple blogs.

What can I monitor with my strategy?

It is possible to monitor brands, specific products, news (specific topic), competitors, influencers, opinions and themes linked to any company interest– including competitors.

How to develop a monitoring strategy for my brand?

To develop an efficient monitoring strategy, 4 guidelines are recommended. For this, just follow  a simple script and, thus, identify the best way to apply the work:

Who am I and what is my aim?

You must answer questions such as:

  • What is your company’s area of work;
  • Size;
  • What is is your current digital presence (channels, number of followers, for example).

Then, you will determine what is the central goal of the strategy, which can be classified in:

  • Sell;
  • Meet;
  • Connect;
  • Map;
  • Measure

In addition, you should keep in mind where you want to go and what you need to improve in order to get these results, using monitoring results as support.

Choosing channels

In this sense, it is imperative that you specify the channels you are present in for monitoring. However, it is necessary to look at the channels that generate spontaneous mentions of the brand, which will  accurately direct marketing efforts and company communication.


Keywords will guide monitoring of the interest in your brand on social networks. That is why it is necessary to prepare specific questions to find the most appropriate terms for your strategy. This includes terms that may be written incorrectly by your brand’s customers and themes liked to it, which can generate non specific mentions. For example, if you want to monitor a sports team and their crowd, you must put, in addition to their name, aliases, variations with spelling errors and internet speak. Remember, monitoring will give you spontaneous comments and posts, i.e., without commitment from the person who made the post!


Due to the amount of information, it is imperative that you rely on a quality technological tool to assist you in your data gathering, organization and the generation of information for strategic analysis. These can be free or paid. What will define this is the workforce available for the job, the business’s level of knowledge and usability, as well as the goal set by your brand.

If you have any questions, please contact us at support@scup.com