5 Inspiring Social Media Monitoring Examples

Wondering how social media monitoring can help you reach your business goals?

This guide covers 5 social media monitoring examples of brands that achieved impressive results from social media monitoring. From seizing opportunities, managing their reputation, or hitting business objectives, these brands relied on insights gathered from social media monitoring. 

Read on to learn how you can implement their strategies to get the same (or better) results.

#1: Rekliniec Restauracja Myślenice won hearts by listening to a mother’s concern

Rekliniec Restauracja Myślenice is a family-owned restaurant in Poland. The eatery has been in business since 1985. Despite preserving traditional recipes and dishes, the restaurant has embraced digital marketing and has a thriving online presence.

There’s more!

The restaurant’s team keeps tabs on what consumers say online and acts fast to address their concerns.

Customer’s concerns about baby-friendly facilities in restaurants

Magdalena Kochmańska raised a concern about restaurants lacking baby-changing facilities, despite mothers being their frequent customers. 

She suggested that restaurants should have portable baby-changing tables because they’re efficient and compact. Magda also noted how restaurants would benefit from word-of-mouth marketing from satisfied mothers.

Here’s her Facebook post.

Rekliniec Restauracja’s response and quick action

Rekliniec Restauracja reacted immediately to Magda’s concerns.

Katarzyna Reklinska, the eatery’s owner, engaged Magdalena to know where they could buy portable baby-changing tables for their restaurant.

The results: This swift response had a ripple effect on Facebook. 

• Rekliniec Restauracja’s audience applauded the restaurant for their quick response.
• The restaurant got more clients from word-of-mouth marketing. 
• Mothers reached out to Magdalena for recommendations of restaurants with baby-changing facilities

I bet Rekliniec Restauracja is now a mother’s favorite eatery. As a toddler mother, I know how inconvenient public spaces can be when you want to change your baby’s diapers. You’re forced to seek a safe spot in the washrooms, but not all facilities are baby-friendly.

Takeaway from Rekliniec Restauracja’s case

• Monitor what people say online to spot and manage crises, identify industry gaps, and provide solutions.
• People don’t have to mention your brand for you to act. In the case study, the consumer addressed restaurateurs and managers. But Rekliniec Restauracja responded and addressed the customer’s concerns.
• Social media monitoring helps brands stand out. By engaging the customer and introducing baby-changing tables in its eatery, Rekliniec Restauracja outdid other restaurants lacking such facilities. 

#2: Bimbo used social monitoring insights to turn a crisis into a successful campaign

Bimbo is a leading baked goods company, founded in Mexico and spread across 22 countries in the Americas, Asia, and Europe.

The Bimbo group of companies works exclusively with Vector B, an advertising agency that handles their marketing campaigns. Vector B uses Brandwatch, a social monitoring and listening tool, that generates social data to help the agency meet the client’s needs. 

With Brandwatch’s Analytics and Vizia platform, Vector B receives, analyzes, and interprets social data in the following areas:

• Social media – Using insights to create content that resonates with the target audience
• The Lab – Understanding consumer voice to plan strategies, track campaigns, and manage brand reputation
• Creative – Creating unique creatives for marketing campaigns
• Planning – Crating brand, digital, and communication strategies guided by data obtained from the Lab
• Accounts – Using client information to develop creative strategies and campaigns

Brandwatch turns complex data into easy-to-understand information to drive Bimbo’s decisions

Bimbo’s cake release sparked social media outrage

Bimbo’s Gansinto cake was popular in Mexico. While monitoring Gansito’s mentions in Mexico, Vector B noted a negative trend due to Gansito’s drop in commercial performance.

Later that year, Bimbo’s US-based brand (Marinela) released a new cake variety — Gansinto Red Velvet — into the US market. Using Brandwatch’s social intelligence, Vector B noted a surge in online conversations mentioning the Gasinto Red Velvet cake.

In addition, Mexican consumers demanded Gasinto Red Velvet, making it go viral in the country.  

Bimbo turned a negative trend into a business opportunity

When the Gasinto Red Velvet mentions increased in Mexico, Vector B saw this as a business opportunity. They advised Bimbo to introduce the new cake variety into the market even if they had not planned to do so.

Despite having a limited budget, Bimbo decided to launch Gasinto Red Velvet cake in Mexico. Vector B helped them determine their:

• Business objectives
• KPIs
• Campaign strategy

The cake launched in three phases:

• Sharing teaser content: Bimbo shared promotional teasers to create a demand for the Gasinto Red Velvet cake in the market.
• The launch: They sold the cake only in a few test stores.
• Advocacy: Bimbo shared user-generated content to hype the Gasinto red velvet cake conversation on social media.

The results:

• A 12% increase in sales, generating USD 580,000
• Sold 80% of the red velvet cake in 12 weeks of market testing
• Sold out all the cakes four weeks after the tests
• 11,1466 positive Gansito red velvet cake mentions (18.4% of total brand mentions)
• 10X more mentions (of Gasinto red velvet cake) compared to a competitor’s products (launched with a bigger budget)

Takeaway from Bimbo’s case study

• Social media monitoring helps your brand make proactive decisions.
• You can turn a negative trend into a business opportunity.
• Use insights from tracking social media conversations to make data-driven decisions.
• A phased launch strategy helps build anticipation for the new product and engagement with your target audience.
• Effective use of influencers can improve a campaign’s performance.

#3: Mercedez-Benz ran a successful campaign using social media monitoring insights

Mercedez-Benz is an automotive giant known for its luxurious car models. When the manufacturer released a new car model, the T-Class small van in Poland, they weren’t sure how their customers would react.

The company used Brand24, a social media monitoring tool, to track mentions of the van model in Polish (language). 

Mercedes-Benz faced uncertainty with the release of a new Polish van model

Mercedes-Benz cars spell luxury and speed, evoking excitement among car lovers. So, when the brand released a new car model (a family wagon), focusing on space and safety, they wanted to know how customers would feel about it.

In partnership with BBDO-WWA, Mercedes-Benz launched a campaign to track customers’ sentiments towards the new car model. 

• They displayed the van outside the company’s headquarters and illuminated it with different colors.

• The company used different keywords to track people’s conversations and emotions toward the car model. They assigned a specific color and hashtag to each emotion.
• Mercedes-Benz collected and summarized people’s sentiments by the evening of the next day. They then displayed the most popular color, illuminating the car model.

But the team faced the following problems:

• There were time constraints – they had to track daily mentions, analyze, and interpret them before the evening of the next day.
• Monitoring mentions manually was time-consuming and tiresome.
• They needed a budget to target the local market (Polish).
• They needed specific data only based on the Polish language. However, Poles also use English words like love and joy in hashtags, so Mercedes-Benz couldn’t exclude such words from their tracked keywords.

Mercedes-Benz automated the tracking process using Brand24

Mercedes-Benz’s creative team needed a social monitoring tool to automate the process. It would do repetitive tasks, solving the initial problems, like time constraints and limited budget.

The team chose Brand24, an AI-powered tool with advanced analytical features. With Brand24, they could track thousands of mentions using different keywords and hashtags in real-time.

Brand24h’s analytical features helped the team gather, analyze, and interpret data in minutes. Using the language filter, they only collected mentions in Polish (except for the selected English words). The insights gathered allowed them to display accurate colors based on the Poles’ sentiments toward the van model.

The results: After analyzing almost 200,000 mentions using 76 keywords in two weeks:

• People spent 4X more time on Mercedes-Benz’s T-Class page after the campaign launch.
• Mercedes-Benz’s T-Class campaign videos got 600k views on YouTube.
• Mercedes-Benz got USD 50K advertising value

Key takeaways from Mercedes-Benz’s case study

• Tracking sentiments in real-time allows you to adjust your marketing strategy accordingly.
• Using innovative campaigns like “The Mood Colors of Poland” increases consumers’ attention and engagement.
• Automating data collection is time and cost-effective.
• Use a social media monitoring tool with language filters during localized marketing campaigns.

#4: The Good Food Institute uses social monitoring for product innovations and development

The Good Food Institute (GFI) is a global nonprofit that promotes plant- and cell-based protein alternatives. The organization advocates for eco-friendly meat production processes to ensure a healthy and sustainable food system.

GFI is big on research and making data-based decisions. The organization partners with scientists, entrepreneurs, and investors to make protein alternatives a reality.

However, they faced one challenge!

The organization needed to learn what consumers thought about plant-based meat alternatives and if there were some unmet needs GFI could fulfill.

Social media monitoring helped GFI uncover consumers’ sentiments on plant-based meat alternatives

The GFI launched a study on plant-based protein alternatives using Brandwatch, a social media monitoring and listening tool.

The study’s objectives were to:

• Analyze people’s conversations around plant-based meat alternatives in the US
• Understand consumers’ sensory experiences (like taste, smell, and texture) when eating plant-based meat alternatives
• Find out what people thought about protein alternatives in the US

The GFI used keywords such as ‘vegan meat’ to track meat alternative mentions in online conversations. With Brandwatch’s help, GFI noted that people use different words referring to the same thing, including:

• Vegan meat
• Faux meat
• Fake meat
• Meat alternatives
• Meat substitutes
• Meat replacements
• Plant-based meat

What’s more interesting, most of the above keywords (especially fake meat) had high negative sentiments. Keywords like plant-based meat and meat alternatives had the highest positive sentiments.

The GFI analyzed the data gathered to determine what specific products people discussed online. They discovered that:

• Most people mentioned alternative meat in general rather than discussing specific products.
• Impossible Burger (a burger patty) had many mentions, especially after consumers tried it for the first time at Burger King.
• Plant-based nuggets were people’s favorite alternative to chicken nuggets, beating burgers and tenders.
• Gregg’s Sausage Roll was the most mentioned plant-based sausage product.
• Plant-based ham was the most mentioned cold cut in the ‘others’ category.

Social monitoring provided insights into customers’ experiences

From the study, the GFI gathered the following insights into consumers’ sensory experiences:

• People are more concerned about meat alternatives’ taste. Plus, the texture, smell, and appearance determine whether they categorize the meat alternatives as ‘delicious,’ ‘not so bad,’ ‘good,’ or ‘real.’
• Meat alternatives and plant-based meat got positive sentiments because they’re also cheaper than real meat.
• People love the eco-friendly and light-textured packaging of meat alternatives. Plus these products don’t have undesirable elements like fat, skin, gristle, and tendons.

Key takeaways from GFI’s case study

• Social media monitoring helps you understand market needs.
• Sentiment analysis is a key aspect of social monitoring. It helps you understand people’s perceptions of your brand or product.
• Use keyword variations when tracking mentions to understand consumers’ preferences.
• Information on consumers’ sensory experiences is important in product development.
• Consumers today are eco-conscious and prefer eco-friendly packaging.

#5: Electra Hotels used Mentionlytics to retain its reputation in the hospitality industry

Electra Hotels and Resorts have served customers in the hospitality industry since 1965. They have maintained a decent reputation as one of the leading hospitality companies in Greece. 

Although Electra Hotels are known for their traditional Greek hospitality, they wanted to transition to more contemporary styles to keep up with the dynamics of the digital era. 

But there were a few challenges:

• Managing multiple social media accounts for different properties was challenging.
• The marketing team couldn’t keep up with mentions from various online platforms which affected the brand’s reputation.

Electra Hotels needed a tool that would help them manage their social media accounts and keep them updated on customers’ online conversations.

Electra Hotels used Mentionlytics to track social media mentions

Electra Hotels approached Mentionlytics, a reputable social media monitoring tool to help them achieve the following objectives:

• Gather consumer data from various online platforms, including social media
• Be up-to-date with the latest market trends
• Manage their brand reputation
• Measure their social media marketing campaigns using KPIs like reach, engagement, and sentiments
• Embrace an advanced reporting system
• Improve customer service

Electra Hotels achieved their social media marketing objectives through social intelligence

Mentionlytics aligned with Electra Hotels’ social media goals, helping the company collect and analyze data from various online sources.

Here’s how Mentionlytics helped Electra Hotels achieve their objectives:

• They personalized the Google review feature, allowing Electra Hotels to track mentions related to the hospitality sector on review sites, online forums, blogs, and social media.
• Mentionlytics provided competitor and consumer data, allowing Electra Hotels to make data-informed decisions to remain competitive.
• Through social media management, Electra Hotels actively engaged their customers and managed their online reputation.
• Electra Hotels tracked the performance of their Valentine’s campaign using Mentionlytics’ Social Intelligence Advisor (SIA).
• Mentionlytics’ drag-and-drop feature allowed Electra Hotels to create custom reports showcasing accurate data insights.
• Mentionlytics helped Electra Hotels reduce their response time, improving their customer service.

The results: 

• 57.9% increase in total mentions
• Improved workflow and team collaboration
• Improved campaign management 
• Better decision-making from the insights gathered

Key takeaways from Electra Hotels’ case study

• Choose a social media monitoring tool that aligns with your goals. For instance, Mentionlytics aligned with Electra Hotels’ need for a social media management tool.
• Social media management and monitoring can improve customer service.
• Social media monitoring lets brands manage and maintain their reputation.
• An efficient social media monitoring tool improves workflow, team collaboration, reporting, and decision-making.

FAQs 

What is social media monitoring?

Social media monitoring is the process of tracking mentions related to your brand, products (or services), and industry on social media platforms and responding to them.

Social media monitoring provides insights into consumer, competitor, and industry conversations. 

It lets you:

• Discover customer’s sentiments about your brand
• Address and solve customer concerns
• Learn about your competitors’ weaknesses and strengths
• Identify and manage crises that could affect your brand’s reputation
• Identify gaps and opportunities in the market

How can social media be monitored?

You can monitor social media by tracking mentions of your brand, competitors,or sector. To monitor effectively:

• Choose suitable social monitoring tools.
• Define your goals and KPIs.
• Define the specific keywords or hashtags to monitor.
• Monitor real-time conversations and respond promptly to your audience’s questions or concerns.
• Analyze sentiments to understand customers’ perceptions of your brand (or competitors).
• Use KPIs such as engagement and reach to measure your campaign’s performance.
• Analyze the data gathered and generate reports to visualize the insights.
• Use the insights generated in decision-making to reach your business goals.

What are the types of the social media monitoring process?

There are different types of social media monitoring processes based on specific goals or approaches.

The common types include the following:

• Brand monitoring involves tracking a brand’s name across social media to understand how people perceive it. 
• Trend monitoring is when you track mentions to discover emerging industry trends and patterns.
• Campaign monitoring involves tracking the performance of your efforts in a specific campaign. It helps you adjust your strategies depending on real-time metrics.
• Sentiment analysis involves monitoring what people feel about your brand, product, competitor, or industry.
• Audience analysis is when you gather data to understand your target audience better and tailor strategies to meet their unmet needs.
• Competitor analysis involves tracking mentions related to your competitors to understand their strengths, weaknesses, and strategies.
• Influencer analysis is when you monitor potential influencers to understand their online activity and if they’re suitable for collaboration.

What does social media monitoring measure?

Social media monitoring measures various metrics, including the following:

• Brand mentions – How many times people have mentioned a brand’s name or its products (and services)?
• Sentiments – How do people feel about a brand (can be positive, negative, or neutral)?
• Engagement – How many people have liked, commented on, or shared your content?
• Reach – How many people saw your content?
• Audience growth – How many followers or likes have you received within a specific period?
• Customer satisfaction – What are customers’ reviews on your product or service?
• Conversion metrics – How many subscribers, clients, or sign-ups did you get from your campaigns?