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It’s all too easy – you agonize over writing a great piece, you get people to look it over for you, and then you throw it out into the ether of social media, hoping that by tweeting it a few times, you’ll build some followers. But then those followers never appear, and you never build the community you had hoped for.

So what’s going wrong?

One of the keys to great digital marketing is audience discovery, writes Alex Manthei, community manager at Mention, a media monitoring company based in France. In a post appearing on The Next Web, Manthei lists five tools for marketers hoping to connect with the right communities through social channels.


Mention – for picking up alerts on relevant hashtags 

As Manthei works for Mention, it’s not surprising he would put his own company’s tool on his list. However, Mention can come in handy for businesses looking to find the right people. Essentially, it’s kind of like Google Alerts – the tool will allow users to search for hashtags and keywords and get alerts whenever they’re mentioned. Mention can be especially helpful for finding related keywords and hashtags, helping a business branch out into similar, yet hitherto uncharted territory.


Riffle – for getting deeper insight on audiences 

Building a community has never been easy, and it often helps to build relationships, one-on-one. The idea is for a business’ earliest customers and fans to become its first evangelists as well.

That doesn’t just mean providing good, timely customer service – it may also mean going the extra mile and getting to know what these early customers like and dislike. Riffle by CrowdRiff can be helpful for this. As a Chrome extension, it can work directly with HootSuite, TweetDeck, Salesforce, and Zendesk to show things like Klout score, trending hashtags, mentions, and shared links. That can really come in handy for businesses seeking to cement relationships with more personal touches.


Intercom – for action on real-time data 

For marketers, one of their all-time favourite techniques must be A/B testing. By tweaking and optimizing different variations of a particular message, it can really help them find the best possible content and tone to ensure they’re resonating with their users.

That’s where Intercom can be useful. The automated, real-time messaging service gives businesses details on who is using their service and how they are using it, and it also allows them to reach out to these users with personalized messages. For example, if a user hasn’t tapped into a specific feature they might like, a business can automatically send a message inviting them to try it out.


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