Barry MacQuarrie

Do You Monitor Your Social Media?

How you can manage content and track usage.

January 17, 2012
by Barry MacQuarrie, CPA


My last article focused on various mobile apps that are available for today’s leading social networks. These apps allow you to post content and status updates from your smartphones. They also allow you to follow your friends, connections and followers from your mobile devices.

The volume of social media activity makes it essential for CPAs and businesses to monitor brands and products. Several social media monitoring tools are available to track and search content. This article focuses on these applications.


HootSuite touts itself as “the leading social media dashboard to manage and measure your social networks.” You can use HootSuite to schedule your tweets and social media posts, monitor your brand, manage your social media profiles and search for keywords.

Information is arranged in columns or streams that include information from Twitter, Facebook, LinkedIn, Foursquare, Myspace, WordPress and others. Your Twitter stream, for example, can include your home feed, mentions, direct messages, retweets and scheduled tweets. In addition, your Twitter streams can include search terms, keywords and lists.

HootSuite offers mobile apps for the iPhone, Android, BlackBerry and iPad. The mobile apps include the following features:

  • Customizable user interface
  • Easy navigation
  • Scheduled tweets or Facebook updates
  • Foursquare check in
  • Statistics tracking
  • Photo sharing

The iPad and iPhone apps can be found in the App Store, the BlackBerry app can be downloaded from the HootSuite website and the Android app can be found in the Android Market. Information about the HootSuite mobile apps can be found here.


TweetDeck is another application that allows you to monitor your social media feeds, receive notification alerts and schedule tweets. TweetDeck allows you to monitor your Twitter and Facebook accounts. Like HootSuite, the app allows you to create columns based on timelines, search terms, mentions, direct messages, lists and trends. TweetDeck was acquired by Twitter during 2011 and has been revamped using HTML5.

All indications are that Twitter has decided not to release a mobile version of TweetDeck. According to the Twitter and TweetDeck websites, the product is available on the Web as a Chrome app and as a desktop application that supports Mac OSX and Windows. A Twitter app is available for the iPhone, Android, iPad, BlackBerry and Windows Phone.

Other Options

TweetDeck and HootSuite are not the only social media monitoring options. There are numerous other choices, including Seesmic, Social Mention, Google Alerts and Google Reader. These tools can help you monitor your brand and follow social media discussions.

Whether on your desktop or mobile devices, these social media monitoring apps can provide powerful information about your customers, supporters and critics.

Start using one today!

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Barry MacQuarrie, CPA, is the director of technology at KAF Financial Group. He has extensive experience working with CPA firm technologies and has expertise in social networking, workflow, process improvement, disaster recovery planning and paperless office solutions.