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?
My response to this client would be that the cost of not doing the work of monitoring would be much higher to their brand. Monitoring, as defined by Freberg in the text, is the “systematic process of understanding, analyzing, and reporting insights and conversations on reputation, brand position, community health, and opinion of key audience members,” and this information must be connected to current business and communication objectives. This is a huge amount of information that a brand would lose if they simply did away with the work of monitoring. Monitoring, along with listening, can provide a brand with a wide array of insights that could help with their business, such as what new trends are popping up that the social media team could pursue, calculations of the overall growth and health of our audience and behavior measurements, identifying hidden risks or potential crises, and several more. Monitoring is a vital part of determining a brand’s success on social media, and to do away with it would be a mistake.
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