In any organization, every social media relationship managers are responsible for the community management of their social media channels as well as ensuring a steady presence for the company.

Brands use social media to continuously highlight their objectives and mission statements so that it helps them build their brand image on leading social media platforms like LinkedIn, Facebook and Twitter.

Social media analysis, on the one hand, is about measuring the performance of your content, your targeted audience seeing it and they reacting or responding to it, and on the other hand, it is about listening to your audience which kind of helps brands for future content development.

This is the reason brands are opting for social listening tools gives you an easy overview of who, where and how people are talking about you on social media, whereas the analytics module gives you an easy you know instant overview of how your own social media channels are performing. Customer sentiment mining is also one of the most common uses of social media analytics tools that help brands better their customer support and service-based activities. If you put these two together, you get a great mix of data for your owned and earned media online, which helps you making business decisions easier. 

Get involved in discussions about your brand online. See what people are saying about you how your brand is being experienced online. Sometimes things get a little bit misunderstood or go off to some other dimension or a direction where you did not really imagine it going. The best thing you can do is to jump in and handle these situations in a very polite and considerate manner. Make sure that you do not hurt your brand image and your brand experience online.