For many of us marketers, PR practitioners, and community managers, social media monitoring has become a part of our day-to-day lives. Brands from all industries are tapping into social media monitoring for crisis management, lead generation, customer service, real-time marketing and more. But, do you really know how your social monitoring tool is finding and classifying conversations about your brand? There’s a lot going on behind the scenes to help you with your social media strategy.

We created an ebook to help any Social Media Monitoring newbies, or even Social Monitoring veterans, get their questions answered: “6 Questions About Social Media Monitoring You Were Too Embarrassed to Ask.” I highly recommend you check it out if you want to know more about the fundamentals of Social Monitoring. In the meantime, here are 3 questions you were too embarrassed to ask about Social Media Monitoring. So that you can finally get answers to the questions you’ve always wanted to ask.

1. What is Social Media Monitoring?

This is the most important question that anyone can ask and the best place to start. It is also the question that may be the most embarrassing because it seems so simple, but yet there is so much to it. Social Media Monitoring is so much more than just knowing how many followers, likes, direct mentions, etc. that you have.

It is the active monitoring of social media for information about a company or organization. Usually tracking social media conversations and content on blogs, mainstream news sites, microblog sites (like Twitter), networking sites (like Facebook), video sharing sites (like YouTube), photo sharing sites (like Flickr), forums, message boards and user-generated content.

2. How do brands actually use Social Media Monitoring to help them?

This is not a simple answer, as every brand is different and uses data in different ways. However, we have a lot of different Social Media Monitoring use case studies on our website. Here is how we worked with Peugeot, a leading global automotive brand:

With the help of Synthesio, Peugeot was able to identify their main ambassadors on social media. As well as the most influential sources in the auto industry. Using social intelligence the brand has brought together bloggers and brand ambassadors for influencer campaigns online and offline.

Peugeot also leveraged the Synthesio platform to create a listening dashboard just before a TV show about diesel engines and the Automotive Industry. This helped Peugeot’s team follow the on-topic conversations across Social Media channels and engage with the community in real-time.

3. What can a brand do with data pulled by Social Media Monitoring Companies?

Social Media Monitoring platforms provide valuable insights into a brand’s overall visibility on social media. The tool allows them to measure the impact of marketing campaigns and identify opportunities for engagement. While also assess competitor activity, understand competitor share of voice and be alerted to impending crises. While, also providing valuable information about emerging trends and what consumers and clients think about specific topics, brands or products.

Social Media Monitoring allows companies to react to these conversations about their brands and products, and be able to respond strategically in real-time. Brands can connect these social insights to achieve business results in sales, communications, crisis management, public relations, marketing, customer service, and human resources initiatives.