Posted by Meghan Keaney AndersonMar 2012
News happens in a flash, and thanks to social media, it travels even faster. So when an issue arises in social media, whether it’s a breaking news story or a customer complaint, you need to be agile enough to respond in real time.
Why is it important to be fast? According to StatCounter, the half-life of a shared link on Facebook is about 3.2 hours (the point in time when a link has garnered half of the engagement it will ever get). On Twitter it's even lower at 2.8 hours.
In other words, engagement around a given link or topic is fleeting, so you have to be quick to respond if you want to capitalize on or quell the hoopla around a subject on social media. So here are some tips to help you be a more agile social media marketer that can both capitalize on social opportunities, and repair brand damage -- but hopefully more often, it's the former.
Set Up Social Monitoring
You can't quell social media PR disasters or leverage new opportunities without, duh, knowing about those disasters and opportunities. So unless you want to spend the entire day clicking refresh on your Twitter stream, implementing some social media monitoring technology is the best way to stay on top of the conversations.
According to Zendesk, 62% of consumers have used social media for customer service issues. And if you don't use social media for customer service, news flash: consumers will do it anyway. And when customers take to Twitter, Facebook and the like with an issue, they expect a response immediately. To stay on top of these mentions and respond to them in timely manner, set up an alert or use HubSpot's social media prospects tool to help you monitor mentions of your brand and competitors.
The subject of social media monitoring is enough to take up an ebook (seriously, we wrote an ebook on how to monitor your social media), but if you don't have time to go through that now, here's the bare minimum you should be doing to monitor your social media:
Set Up a Crisis Response Plan