What is social listening?
According to TrackMaven, social listening refers to monitoring what customers are saying about you and your brand on social media websites. Company’s mainly use social listening for zooming in on customers main points, providing direct answers to customers questions, opinions and complaints. It is also used to help differentiate their product and brand.
Why is social listening important?
Social listening allows marketing teams to evaluate feedback from the public. This feedback can be used to create more offerings, both in the form of product and services as well as advertisements.
One important distinction: Social listening monitors individual conversations about a brand and industry. It does not provide insight into the direct impact of your marketing programs.
According to SproutSocial, analyzing the context of what people are saying about you’re brand on social media gives you a valuable insight on how to serve your target audience. For example, there are over 20 billion social interactions on Twitter that take place each day. This offers a good opportunity for the customer to express their feelings like no other and show their cultural insights. It is impossible for customers to focus on every individual comment & tweet, you look at it from the bigger picture and categorize peoples views.
Five Stages of Social Listening
According to NetBase studies, there are five main ways of that help you to perform social listening effectively.
- Know who you want to listen to. It’s not about listening to everyone’s conversations. Instead, use customer comments to focus on a specific target audience based on who they are, which products they use, and where they buy.
- Determine your social listening goals. What are you trying to achieve with social listening? – To better understand your target audience, measure the social impact of your marketing campaigns & discover customer care issues.
- Decide how you’ll use the data. Depending on your goals, figure out in advance how you’ll use social data to inform your marketing strategy and the approach you take with social media.
- Be ready to respond and engage. Have your social media team and social playbook ready so that you can engage and react as needed. Social media is real-time so you can’t afford to figure things out as you go along.
- Invest in the right social listening technology. Whether it’s free tools or a social media command center, make sure and put in place the social listening technology that makes the most sense for your brand.