Last week I was watching TV with my baby boy (@Sprout TV) and saw an interesting commercial for something called the Total Bib. It kind of made me chuckle, which caused me to tweet something like “Total Bib reminds me of something out of a Saturday Night Live sketch”. The tweet received a few laughs and comments, but viral twitter post it wasn’t.
A few hours later, I received a reply tweet from @TotalBib thanking me for the mention and engaging me in conversation. I was pretty amazed since I was not following them previously, they were simply monitoring the stream. They simply took the time and made the effort to do some simple monitoring of the Twitter stream to identify opportunity.
They then took it a step further by taking the time to review my bio to recognize I am a single father, as well as someone with a little bit of influence in the social graph (despite what Klout says :-) ). Putting two and two together, these bright folks then engaged with me in a DM conversation that lead to them sending me one of their Bibs for my two and a half year old.
I am not writing this post to promote Total Bib, nor am I returning the favor for their gracious free gift, however it certainly has achieved some exposure and social media cheer leading. My motivation for this post is to show other businesses the power of social media monitoring within your marketing program and how to capitalize on that monitoring after it identifies target market.
There are two main points to take from this:
1) Listen/Monitor: Whether using high-end Social Media Monitoring and Analytics tools such as Mantis Pulse Analytics or Twitter Lists, Google Alerts or simple Twitter searches, small through large brands should constantly be monitoring for mentions and opportunities to find and engage with their target market. Many opportunities are missed by companies that fail in this area, so planning is required.
2) Take Action: Once you identify your brand or product being discussed in the social graph, take the time to follow the person, engage them in conversation and evaluate the opportunities. Partnerships, special deals or straight forward relationship building should be your focus. We all want to feel important. Make them feel so and it will benefit your social media marketing tremendously!
Your social media marketing strategy must include monitoring along with all the other required components. Finding and capitalizing on opportunities through this added piece of your social media management will certainly pay dividends.