Step 5: monitor

As you would with any other media, it’s important to monitor your social media output to make sure it’s achieving its goals.

Use tracking tools to:

  • track responses to your social media activity
  • discover what messaging works and what doesn’t
  • help you focus on what’s working (consider dropping what isn’t)

Remember that social media isn’t the conversation; it’s where the conversation takes place. The tools will change over time. Don’t jump on bandwagons without considering how new tools will fit into the existing strategy, but stay ahead of the curve by:

  • looking for new conversations to join
  • listen out for new places where your targets are congregating and murmurs of new technologies