9 Ways Social Media Can Destroy Your Business

Monitoring, or listening, tools that use Application Programming Interfaces (APIs) provided by social networks to collect and analyse data can help you to build reputation and manage crises on social media.

“Setting up a social listening tool can be challenging, especially if your brand name is a common word such as Apple,” experts said.

So the main three things to look for are sentiment analysis, so you can handle negative mentions first; real-time results, so you can step in immediately; and flexibility, so you can exclude irrelevant mentions even if your keywords are ambiguous.

Just be careful to avoid invading people’s privacy.

There are definite benefits to using social listening tools, but it must be done in the right way.