Feb
3
Social Monitoring- Post 1
February 3, 2026 | 1 Comment
Question: You are entering a client meeting, and your boss says, “Monitoring is too expensive; we need to get rid of this.” What is your response? (For your blog post)
For starters, I would like to explain what social monitoring is. According to our PowerPoint slides from this week’s module and Freberg’s book, provided by Dr. Wachanga, social monitoring can be defined as “Using scientific research to monitor and measure your SM performance” (Wachanga, 2026). In other words, monitoring is used to understand and analyze data gathered from social media. In audio 2 from this week’s module, the video states that monitoring is more reactive than listening and does not have a set time frame, meaning it can take place over days, weeks, months, or even years. Ultimately, monitoring evaluates the success of a company or brand. (Audio 2 Wachanga, 2026).
Now that I have established what monitoring is exactly, I am now going to state what I would do if my boss told me that monitoring is too expensive.
I would say that monitoring is needed to evaluate the success of the company. I would highly suggest that we continue to keep monitoring a part of our budget because it gives us a lot of insights into how we are performing. While it might be expensive, the value that it brings to the company is unmatched. Monitoring tells us what is and isn’t working, and from there, we are able to adjust our ideas or content that we are creating. Monitoring can give us insights about our audiences, too, and tell us about their growth, which will keep us up to date with what we need to create that supports what they care about. This also helps us keep our goals aligned well with our reputation. Monitoring also helps with tracking sentiments. These are just a few things that I listed as to why monitoring is such an important tool to have. The price we pay to keep it is worth the information that we receive back about our company. Therefore, we need to keep monitoring a part of our budget to ensure the success of the business.
References:
Wachanga,2026. Freberg Social Media for Strategic Communication, Second Edition, Chapter 6: Research in Social Media: Monitoring, Listening, and Analysis. Powerpoint.
Wachanga, 2026. Research in New and Social Media. Powerpoint
Wachanga, 2026. Social Listening & Monitoring. Audio.
Comments
1 Comment so far
Sofia,
I enjoyed reading your blog post. If you had to compromise with a boss and some social media monitoring needed to be cut temporarily, how would you rank the metics and suggest ones that are considered less. important?