Each month I set about 5 questions (social) media monitoring (SMM) to an expert in the field of communication and reputation management. This month five (or rather: 6) ask Martin de Boer, marketing director at Corendon, including all labels, such as Karin's Choice, Maris Life Dot Travel, and his colleague Daisy Homoet-Mijnals, public relations manager.
1. How do you show the internal value of media monitoring for your organization? What features do you use?
"We use a number of tools for monitoring our (social) media channels. For example, we use include Buzzcapture and Media Injection. From these tools, we will send daily updates around important topics and news from various departments. And we will send internally the best and main results of PR through. This ensures that everyone is quickly informed of issues within our channels. "
2. What is the role of SMM in the determination of the (communication) strategy of the organization?
"When you improve your products and services, customer feedback is most important. This feedback is especially nowadays has become increasingly important social media inside. The monitoring of these channels and picking up feedback."
"We group the feedback to the various destinations, products and services and thereby improve business directly. By expanding destinations and hotels, the overall growth of the company and the spontaneous initiatives of Corendon is the importance of (social) media monitoring and tool increasing. by using a tool the clutter. "
3. Can you give an example of a case in which private media monitoring and analysis have helped or have not fail?
"Monitoring is the last year we have been very important in the days of the coup in Turkey. At that time monitor you very closely from minute to minute social media channels. We watched sentiment, questions, trends, but also to the way of communication . It is a channel where you can intervene quickly and get feedback directly on current developments and events. "
"When you improve your products and services, customer feedback is most important."
4. What insights would you like to get in the future using media monitoring?
"I think the market already, Mr far with proper monitoring. The well upward transfer of urgent messages is becoming increasingly important and it is good to bring it up quickly and efficiently."
5. How do you put PR department tooling active in?
" Media Monitoring shows not only relevant for the marketing department of Corendon, our PR manager, Daisy Homoet-Mijnals, makes active use of the same tooling. However, we do not measure all public relations efforts based on gut feeling. With a media monitoring tool we can efforts of both online and offline measurement in a single view, including media coverage and values. "
Homoet-Mijnals agrees: "We want to do a confirmation get any news or what PR means the best results, so we can adjust our PR strategy if that proves necessary."
"My colleagues are very curious about the articles that deal with Corendon. These have indeed impact on many departments, such as the call center and marketing department. That's why I looked good in choosing a tool for reporting capabilities. If we media placements internal parts , the cuttings should look modern, attractive and well-organized. Finally, we can see the clippings anytime via narrowcasting. This is useful when we're in meetings and discuss where the media has gone into that. "
6. What tip (s) do you have for anyone who wants to lift his SMM to a higher level?
De Boer: "My advice is to rather start" small "and ensure that you are focusing on, you can social media and everything that comes with it do with it in addition to other activities, given the extent there focus should be on.. social media monitoring and responding appropriately to comments and questions. "
"But it's not just about running a good social media strategy, also try to teach themselves from customer feedback. I make myself that I informed daily keep of what is happening on our social media channels. At posts where there is a risk it can escalate, I'm there myself on top. "
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