The active social media population of the world stands at a staggering 4 billion people. With every passing second, your customer will probably put up a new review or comment about your product or service, and you have absolutely no idea.

Research says that  78% of people who complain to a brand on social media expect a response within an hour. And that is why real-time media monitoring is one of the most critical needs in today’s landscape. 

Let us dive deeper into how marketers can make the most of real-time media monitoring:

Understand your market before beginning a campaign

The smart way to market? Start with studying the field first. By doing a thorough qualitative analysis of your audience, you’ll get insights into their needs and tailor your message accordingly.

Good market research with the help of social media monitoring tools can help identify your target segment, the demographic, and strategize accordingly. You have a great value proposition and a clear-cut failproof method to kickstart your marketing campaign by going this route.

Take Spotify’s #yearwrapped campaign, for instance. With a whole slew of new music streaming services and apps on the market, there is a need to constantly innovate and get creative when it comes to marketing and consumer reach. They actively used their social listening tools and decoded what their users wanted- a music streaming service that was high on ‘personalization’ and tailored-to-user features. And that’s how they came up with #yearwrapped.

Just like Instagram’s ‘year highlights’, Spotify introduced #yearwrapped where the app shows you your most listened to artists, genres, songs, etc. You could even see how the music you listened to coincided with your life events that year. You also had the option to share these highlights on your social media handles and it was no surprise that this took the world by storm!

Use media monitoring tools to analyze your competition and identify the gaps

Track your competitors and analyze their performance and what they are doing. Identify their weaknesses and devise innovative solutions for those gaps to solve your customers’ problems. 

Take Lush, for instance, a million-dollar company founded in 1995, specializing in handmade organic cosmetics. At that time, several brands were getting flak from consumers for using too many chemicals and inorganic substances and for unethical cruelty because of testing on animals.

This is where social listening tools can be really handy. They can aid in identifying where your competitors might be falling short, helping you gain brownie points with your customers. And that’s how Lush and its unique selling point of being “au naturel” was born. Today, the brand is more relevant than ever, with all of us leaning towards all things verdant, green, and fresh.

Use media monitoring to get new content ideas

Look to your customers to learn what topics interest them and the areas they spend most of their time. Got a gut feeling about something? Instincts seldom give you great ROI as compared to data-backed decisions.

Social listening tools aid in churning out content that will strike a chord with your audience. It is essential to be relevant and stay aware of trends and what your followers might want from your brand. This can also mean going viral by hopping on board a trend on Twitter, Facebook, or Instagram and boosting your user engagement.

Burger King is famous for its snarky tongue-in-cheek humor when it comes to their tweets. They ‘own’ their throne on Twitter, that’s for sure! Take this, for instance. This was when Prince Harry became just Harry. Here’s what Burger King had to say to that. 

Their ad campaigns too, are very much like their tweets and have always been famous for being super edgy and trendy. Their latest campaign, ‘The Moldy Burger’ shook the world and became viral within seconds. Here’s the story behind it. 

Customers were becoming increasingly anxious about the preservatives and artificial ingredients going into the food they were eating. They voiced the same on social media and Burger King immediately got right on it.

The brand kickstarted a new initiative where they moved towards a healthier menu: artificial preservatives free food. And so they showed their iconic 45-second time-lapse video of the whopper burger over the course of 34 days to show the growth of mold. This indicated the lack of preservatives. As cringe-worthy as it was to watch, it drove the point home and BK certainly won the internet’s adoration

We know that you are always chasing that humanly impossible ROI, trying to cut costs while still producing world-class results. With social media monitoring tools, you are familiar with your audience, their sentiments, demographics, and social media presence. Hence, leverage this data to aggregate, analyze, dissect, and act on the data, directly tailoring content for your user base in real-time. What you need is an advanced and specialized tool that is your one-stop-shop. 

Move over Google alerts- it is so passé compared to the incredible new-age tools that are out there in the market today. Keeping all your pain points in mind, our team has devised a tool that is packed with the best of features- Uptime, an AI-powered real-time intuitive media-monitoring solution.

Our solution adds value to marketers across advertising, digital marketing, social media marketing, brand management, etc. It comes with features like customizable alerts, day to day tracking of competitors and industry trends, relevant hashtags, etc.

Contact us today to explore how we can contribute to your business. 


Shobana Sridhar is a Content Marketer. She is passionate about the art of storytelling- through her words, her photos and her experiments in the kitchen. She is a designer, travel enthusiast, history geek and an ardent coffee-lover.

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