Social Media Monitoring – 3 reasons why companies should do it Part 2

In the first part I provided three reasons why companies can benefit from Social Media Monitoring. In this part I will present well executed best practices that reinforce these reasons.

Best Practice 1: Old Spice listens to its audience and gets personal

In 2010 P&G’s brand Old Spice launched a campaign, which is a great example of how Social Media Monitoring can serve as a basis for interaction with the customer. It started with a spot called “the man your man could smell like”, which aired a few days before the big Super Bowl game on Youtube and Facebook. It was 30 seconds long and showed an attractive man who talked about how everything is possible with old spice body wash. The spot became a viral hit, capturing 76% of all online conversations about male body wash brands, and reached 10 million views on YouTube in a few months (Effie Awards, 2011).

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Social Media Monitoring – 3 reasons why companies should do it Part 1

With almost three billion users in 2013, the number of people using the internet is enormous (ICC, n.d.). But what are all these people doing while they are online? Of course, the answer to this question depends on demographic characteristics, such as age and gender, but Social Media is certainly among the top online destinations.  A research conducted by in 2014 showed that in the beginning of that year, European internet user spend on average 40% of their total online time on Social Media, which accounts for up to two hours per day in some countries (Kemp, 2014).

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