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The number of monitoring tools is almost as great as the amount of data they sift through. Research your options and choose at least one tool that monitors across multiple types of social media. Depending on the social media services you’re using, you might want to select one from each appropriate service category, as well.

The frequency with which you check results from these tools will depend on the overall visibility of your company, the schedule for your submissions to different services, and the overall intensity of your social media presence. For some companies, it might be a daily task. For others, once weekly or even once per month will be enough.

If you’re not sure where to start, begin with weekly Google Alerts to monitor the web and the 14-day free trial for Mention’s daily alerts (free and plans start at $25/month) to monitor social media. Add one tool each for blogs and social media platforms you’re active on or the ones you think people may be on and talking about your business on their own. Adjust as needed. (More on both these tools in the next section.)