As part of the media update team’s exploration of social media tracking and reporting service amaSocial, we have considered how this service may be useful for PR practitioners and reputation management teams.

Social listening and media monitoring tools keep PR professionals updated on what is being reported in the media.

No PR agency is able to control exactly how a brand’s message is received by consumers. Anyone with a significant social media following has the potential to help or harm a brand’s reputation.

amaSocial can help PR teams manage brand reputation online by allowing them to:

1. Instantly respond to questions and comments

As with any industry, speed matters in the PR world. Customers engaging with brands on social channels demand instant responses. A customer query that goes unnoticed may cause the brand damage.

Social media monitoring tools can help to speed up response times. Our team, for instance, keeps a constant eye on amaSocial for mentions of @mediaupdate, allowing us to respond as soon as we are mentioned on Twitter, Facebook, or Instagram.

2. Find out what consumers really think

Not sure what people really think about your brand? Monitoring social media can keep you up to date with what people are saying about your brand in public conversations.

amaSocial tracks mentions of your brand, products, or services across Twitter, Facebook, Instagram, and YouTube, allowing you to know what consumers are saying on the platforms they use most.

Using keyword tracking on amaSocial, you can keep an eye on which elements of your brand people like, marketing initiatives they want more of, and campaigns they are unsure of. This information can be used to tailor future marketing material to what you know consumers like, and avoid messaging that doesn't resonate with your audience.

3. Spot issues before they spiral out of control

Every brand wants to create viral content, but some posts end up going viral for the wrong reasons. To stop a story spiralling out of control, PR professionals need to quickly identify the problem and address it immediately.

Your brand might, for example, be running an event, and social media users are complaining about a lack of parking at the venue. Your social media tracking service will notify you of these mentions so you can quickly respond by organising more parking.

You can’t be prepared for everything, but social media monitoring can assist in making a crisis more manageable. Once the crisis is over, you’ll also have valuable data to learn from.

Want to stay up to date with the latest publicity news? Subscribe to our newsletter.
amaSocial can be used during a PR crisis, but it can also be used to inform your marketing strategies and help you plan your content. Read more in our article, BLOG: Social media monitoring for better content and business strategies.