What does social media monitoring refer to?

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Social media monitoring is the process of collecting social hungary b2b leads conversations and messages to keep track of customers’ likes, dislikes, wants and changing needs. Social monitoring also includes responding to relevant conversations about your brand. This process is distinct from social listening.


As President of Sprout Social, I’m fortunate to have conversations with C-suite executives and marketing leaders across brands and industries everyday. I hear their timely perspectives, challenges and sentiments around social media, and how it fits into their macro business strategy.

Their anecdotes tell me a lot about the current and future state of marketing. I talk to brands at every stage. Some are just getting started managing social from native platforms, while others have dabbled in social media management software, but face roadblocks that keep them from maximizing social. Others consider social to be the tip of the spear that drives success across all channels, and rely on social intelligence to inform their entire business strategy.

Here are some of the most important things I’ve learned about the state of social from all of these senior leaders—including lessons from C-suite execs who fully harness social, and from those who wish their brand could do more. Let’s dive in.

Some C-suites undervalue the benefits and overstate the risks of social
The most common apprehensions I hear from execs about social are: 1) that a brand crisis will go viral and spiral out of control and 2) that they won’t be able to pinpoint the data and insights they need. These fears prevent brands from resourcing teams appropriately and fully developing an online presence—leading to team burnout, lackluster results and unsatisfied customers.