The Social Media Monitoring Funnel

In my opinion, social media monitoring is one of the most important aspects to any Internet marketing initiative today. Tight integration with offline and online campaigns is a necessity and organizations need to have the right procedures in place to fully take advantage of conversation about themselves and their competitors online.

The following is a guide to social media monitoring. Before I get into the nuts and bolts of the article, I want to emphasize that each company needs its own strategic thought and implementation – and that no two companies should have identical forms of monitoring. Each brand is different, each website is different, and where people talk about your company and what is being said is going to vary. With that in mind, I present to you the Social Media Monitoring Funnel.

The Social Media Monitoring Funnel offers you a pragmatic approach to understanding the complex world of monitoring.

Social Media Monitoring Funnel

Social Monitoring Tools

Establish which tools you want to use to capture the conversation, whether they are paid or free custom solutions. The tools you decide to use will impact the rest of the social media monitoring funnel, so choose carefully.

Keyword Targeting

Implement specific keywords that allow you to monitor your brand, target significant players in your organization, and keep tabs on your competition. This is also a point of entry in the funnel where you should be doing ongoing optimizations to refine your keyword data set.

Noise Elimination

Eliminate spam sites that litter your feed and remove off topic mentions by building out negative key phrase lists. Blacklist specific sites that you do not want appearing in your feed.

Refined Mentions

Utilize your refined mention feed – watch the conversation. This is also an entry point of the funnel where most of the day-to-day monitoring takes place. Read, analyze and act.


Apply sentiment analysis manually if your system is not doing it automatically – you need to measure the overall health of your brand if there is enough conversation going on. Group your mentions together in a holistic manner, facilitating portable data transfer within your organization.

Take Action

Take action when needed – make sure the proper people inside your organization are acting and engaging the social web where your conversation is happening. If you are not applying manual analysis, then this part will be difficult. If you feel like your stream of mentions is not optimal enough, then go back through and tweak your keyword targeting at this point. Once you have constructed your plan, you will want to rinse and repeat. Read the refined mentions, analyze them and act accordingly.

Download the PDF Here

Keep an eye out for more in depth social media monitoring analysis in the coming weeks.

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  • SEO services
    Posted at 23:18h, 13 March

    This image has made me to rephrase “Images are louder than words.”
    The complex actions involved in social media marketing , SEO/SEM strategies, these are nicely categorically identified and briefed.
    I would expect that you would come up with more especially on the last three.
    1. Refined mentions
    2. Analysis
    3. Take action

    As being victimized of noise factor for several months I really have to agree that continuously adhering to Analysis and Take Action Steps can really help one to make the funnel process smooth and easy going

  • stevewillinger
    Posted at 16:59h, 10 February

    This is great tool and I will use to help my clients get their arms around the subject of monitoring results

  • Scott Morris
    Posted at 04:38h, 11 August

    Over a year since you wrote this, and I just found it tonight! It is still really really good. I love the graphic…(although is it me or is the pdf download really small?) This is a graphic I can use…thanks Brian. I’ll be poking around at some of your other writings to see if you have done more on this (12 months is an eon in Sosh Med).

    Keep up the great work!

  • Alexander Gasser
    Posted at 22:25h, 18 February

    Hi Brian, thanks for this amazing post. I try to learn everything about social media- and get a few new aspects.
    Thanks Alexander from

  • Alexander Gasser
    Posted at 22:25h, 18 February

    Hi Brian, thanks for this amazing post. I try to learn everything about social media- and get a few new aspects.
    Thanks Alexander from

  • Social Media Monitoring
    Posted at 17:15h, 17 December

    That kind of strategy seems very worthy to use. It would help a certain business to improve their past technique in monitoring their websites. Thanks for sharing this.

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