5 Underused Hootsuite Features for Social Media Monitoringby Lisa Kalner Williams on Feb 4, 2014
Do you primarily use Hootsuite for “getting the word out there” to your Facebook and Twitter followers?
Do you also use it for *listening* to the word out there?
Listening is where the social media marketing gold lies. So let me uncover five oft-underused Hootsuite methods for listening to targeted conversations on Facebook, Twitter, Instagram, and YouTube.
1. Twitter Lists
I’ve long been a fan of Twitter lists to better segment the listening that one does in the Twittersphere. Hootsuite allows you to line these up for easy viewing. In fact, you can have ten of these glorious columns on just one tab!
In this example, I show you three such lists. If you’re an author agent or provide services to writers, you can glean real-time info from your target market here.
Klout is a standalone product that measures a social media user’s influence — or “klout.” Some people believe the algorithm is flawed, but Klout has remained the most widely used tool for measuring social influence.
If you’re looking for influential people to engage with in your niche, you can use Klout’s filtering system in Hootsuite. (Note that this feature is only available to users with paid plans like Pro or Enterprise.)
Remember that big screenshot I had above with three streams (Hootsuite’s word for columns)? Let’s say that today I wanted to hone in specifically on cookbook authors. And not just any cookbook author. I want an author who posts regularly to a decent social media following — in other words, someone with a good Klout score.
Klout scores range from 0 to 100. In my “cookbooks with Klout” experiment, I sought authors with a score of 56 or higher. So I dragged Hootsuite’s slide bar to 56 and kaboom! Hootsuite eliminated everyone in that stream with scores under 56. And as you can see in this example, it also assigned a Klout number to each of the remaining tweeters in my stream. This will help me get a better sense of the more popular tweeters in the cookbook author space.
3. New Followers
Taking stock of new Twitter followers often falls in the wake of other social media activities like tweeting and responding. But why ignore these new followers — who could very well be great sources of listening and engagement for your business?
To keep on top of this recent group of Twitter visitors, use Hootsuite’s “New Followers” column. You’ll then have access to a running stream of what these people are tweeting about. If you find someone provides interesting content with her tweets, you may wish to follow her back and/or add her to a Twitter list. This is a much more sustainable tactic than sending a “Thanks for following me!” direct message.
The ability to use apps on Hootsuite makes this a true social media dashboard. You know how the dashboard on your car can tell you about your oil level, your miles per hour, and your mileage — all at a glance? The same idea applies to Hootsuite. This tool allows you to easily monitor Twitter as well as Instagram, YouTube, Mailchimp, WordPress, and Foursquare, among 80+ other apps.
I’m one of those “social media marketing ladies” who thinks that YouTube is a social media channel and not a storage closet for videos. By monitoring the YouTube channels I subscribe to, I’m better able to keep up with the YouTube creators that I enjoy watching. (Have YOU ever seen a boring Gary Vaynerchuk video?)
I also use a few paid apps on Hootsuite. For example, I conduct a good deal of Instagram research and have found Statigram a great tool to help me find what I’m looking for there — well worth the $4.99 a month.
5. Facebook Hashtags
I love the potential of Facebook hashtags, but shiver at how Facebook has rolled them out. Did you know that we are eight months into having hashtags on Facebook — but we still can’t click through them on mobile devices?
That’s why Hootsuite on my desktop is handy. I’m able to track Facebook and find out what’s being said publicly about a particular hashtag.
If I were an accountant in February, I might want to see what Facebook users are saying about #taxtime. Perhaps I could help those people struggling with getting their returns in good order and on time?
Which of these features might you start using on Hootsuite?
(Disclosure: I’ve been a Certified Hootsuite Professional since 2011. I use tons of other social media management tools, but love sharing what I know about Hootsuite.)