Where Social Media Monitoring Services Fail

by Jason Falls |

It doesn’t matter which social media monitoring service you use. None of them do what you want them to do. They’re good at doing part of the job, but not all of it. And sadly, they probably won’t ever be good at doing all of the job because you have to do it.

Social media monitoring, whether done with free services like Google Alerts and custom searches, SocialMention.com or even freemium versions of great tools like Trackur; or using paid services like Radian6, Sysomos, Alterian, HubSpot or Scout Labs, are all software platforms. They’re computer algorithms and search spiders that collect information and put it together in a place where you can find it. Some of them do a decent job of organizing and stacking and sorting all that data so you can hit a button and get a pretty chart or graph, too.

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But none of them do what you want them to do. They only do half the job.

None of them tell you what to do with the information.

The social media monitoring service that wins in the long run will do that. But none of them want to do that because that’s not software. That’s service. Not customer service, which most of them are great at, but strategic services. Strategic services require talent, time and costs. Algorithms don’t.

Social media monitoring is only as good as the decision-maker who does something with the intelligence.

That’s you.

Food for thought.

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About the Author

Jason Falls

Jason Falls is a leading thinker, speaker and strategist in the world of digital marketing and is co-author of two books, No Bullshit Social Media: The All-Business, No-Hype Guide To Social Media Marketing and The Rebel's Guide To Email Marketing. By day, he leads digital strategy for Elasticity, one of the world's most innovative digital marketing and public relations firms. Follow him on Twitter (@JasonFalls).