Basics of Social Media Monitoring

I am writing a short article about the Basics of Social Media Monitoring. Here is a easy to understand framework I use for it.

First start with questions that our monitoring should answer and set measurable goals.

Then do the actual social media monitoring: Players (people and brands) create Content (post, comments, videos, other media) that is published in Channels (socnets, forums, blogs, etc). When starting from scratch: find Channels, see what Content has been published by what Players. Then start analyzing relationships, find influencers, etc. And it all leads to monitoring Results (trends, patterns, insights/knowledge, opportunities).

From monitoring we get patterns and trends that identify business and marketing opportunities.

Why you need to monitor social media?

  • What do you need to know to improve your business
  • Set goals to your social media monitoring

What channels to monitor?

  • Social networking sites
  • Blogs
  • Forums
  • News sites
  • Review sites
  • Other media sites

What content to monitor?

  • Original content
  • Shared and curated content

Who to monitor?

  • Your brand
  • Competitors
  • People and influencers
  • Relevant topics


  • Insights and knowledge
  • Business and marketing opportunities
  • Patterns
  • Trends

Please comment and let me know what other questions would you like to be answered by by a introductory article about social media monitoring.

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Priit Kallas

Priit is the founder and CEO of DreamGrow Digital, an internet marketing and social media company. With his 20+ years internet marketing experience he is Helping companies to understand and use the digital marketing to reach their target audiences. He has spoken at hundreds of seminars and conferences on different aspects of internet marketing. Priit is also the organizer of Digital Elite Camp, a leading traffic and conversion event.

2 Responses

  1. Amine BENHAMZA says:

    Indeed, these questions are the basics of SMM. I’ll add couple :
    How much money do I have for monitoring ? Will I do for free or do I need a paid solution ?
    How much time can i dedicated to read/analyze mentions, at least go deep in dashboards?
    From my experience, it’s really hard to answer to these questions for a company that didn’t experiment enough social media.
    As I’m working with @amalbel, the best way to answer to these questions is to perform a snapshot of the social web at a given time, analyze deeply the results and start identifying the real needs for” real time monitoring”.
    The snapshot analysis will be the GPS for monitoring 😉

    • Priit Kallas says:

      Thanks, Amine! Time and resources are a really important consideration I’ll try to get that into my article.

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