“I don’t believe in social media.”
It’s a phrase we hear fairly often when we’re showing our platform at events across many industries. The pervasiveness of social media in recent years has left many people disdained and disgruntled. Whether or not you ‘like’ social media, you’re living under a behemoth rock if you still don’t ‘believe’ in it for your open source threat intelligence strategy. It’s so pervasive, in fact, that there is a whole industry built around aggregating, listening to, and monitoring what is being said on Twitter and other social media that may affect your business.
Let’s take a look at 5 different industries that use Twitter monitoring tools, and how these tools help them to get ahead.
Personalization is the biggest motivator for the hospitality industry to get on board with Twitter monitoring and social listening. There is a positive feedback loop that happens when people are on holiday, or enjoying hotel and restaurant experiences in their own cities. Guests are likely to share what they’re eating, what pool they’re lounging beside, or the luxurious fabric of their complimentary robes. With Twitter monitoring tools, and geofencing tools more specifically, hospitality businesses can respond quickly to guests who are publicizing their experiences and organically promoting these establishments. Many hotels will now thank their guests with highly personal touches such as delivering complimentary champagne or the best local chocolates to guest's rooms. Imagine posting a selfie by the pool, and having your favourite cocktail brought over to your lounge chair just minutes later. This is the level of personalization that leads to unequivocal brand loyalty from customers.
On the flip-side of the positive feedback loop from the above example is the notoriously viral reality of modern day public relations. Twitter is often the place many PR pitfalls take place. As well as the Twitter-borne PR disasters, the popular social network is also where we often learn about brand-impacting incidents that have happened on the ground. When anything newsworthy occurs, people take to Twitter quickly and aggressively. For these reasons, Twitter monitoring tools and social listening tools as a whole are the quickest way to get in front of the message. Whether it’s to issue an apology, retract a statement, or plead your case, PR departments and agencies rely on monitoring tools that go beyond the native social media networks themselves to make sure no comment goes undiscovered.
Twitter monitoring for brand mentions and brand-specific hashtags is increasingly important in today’s sharing culture. For brick and mortar businesses such as retail chains, what is being said from within the property itself is equally valuable. Customers may be complaining about bad service without actually mentioning the store name or associated hashtags. With location-first social listening platforms, retail and other brick and mortars can filter social posts by geographic area, rather than by post content. That means that if it was posted publicly, and tagged to a location, it will be included in your search query. Users of these tools can then filter more deeply within that location to drill down on keywords of interest. Hence the term Location-First. Another benefit of Twitter monitoring tools is to provide businesses with the ability to deliver hyper-local advertising. Retailers are seeing huge success from geofencing specific areas, ie. cities or neighbourhoods, and targeting their ads to the active Twitter users in that area. This ability is especially valuable to businesses that are opening shops in new locations, to get the desired message out to their local market.
Media and Journalism
Situational awareness is the name of the game for accurate reporting of breaking news. Effective media coverage of news events is extremely important, especially when public safety is concerned. Twitter monitoring tools are now heavily relied upon by media outlets. They help provide better, more complete information about a situation to the public and to emergency services teams, aiding in timely response and security measures. Being able to geofence a physical location to see what people are posting on Twitter or other social networks is like having thousands of extra eyes on the ground. If news is breaking in an area, the people on the ground, more often than not, will post a photo before they flee the scene.
Financial institutions and insurance providers use location intelligence to understand area-specific risks, such as natural disasters or political unrest in order to make better decisions affecting stakeholders and policyholders. Social media, like the financial market, never sleeps. Networks such as Twitter and Reddit are often the first place to find out about the latest developments, market changes, and get real-time insights into what’s happening on Wall Street. Read about using social media to profit in cryptocurrency here.
To Sum It Up...
Location intelligence and Twitter monitoring tools empower businesses to engage with their customers wherever they are in the world. Technology has made it so that nearly every industry can use social media to make their messages more relevant, more meaningful, and more precise than ever before. It allows companies to build better campaigns, manage and mitigate risk, engage with their audience, and make better business decisions.
Ready to see what social media intelligence can do for your business?