What is social listening?
Social listening is the monitoring of your brand’s social media channels for any customer feedback and direct mentions of your brand or discussions regarding specific topics, keywords, competitors, or industries, followed by an analysis to gain insights and act on those opportunities.
It’s a two-step process:
- Step 1: Monitor social media channels for mentions of your brand, competitors, products, and keywords related to your business.
- Step 2: Analyze the information for ways to put what you learn into action. That can be something as small as responding to a happy customer, or something as big as shifting your entire brand positioning.
Social media listening is different than social media monitoring, social media monitoring is simply taking a look at metrics such as, relevant hashtags, brand mentions, industry trends, and competitor mentions. Social media monitoring looks at metrics like engagement rate and the number of mentions, social listening looks beyond the numbers to consider the mood behind the data.
Why Use Social Listening?
If we don’t listen to what our audience wants, we won’t be able to connect with them. We won’t be able to help or influence them. Social media listening gives your brand valuable insights. You don’t want to miss out on a big piece of insight about your brand that people are actively discussing. You want to always know what people are saying about you. Your customers are telling you what they want from your brand. If you care about them, you need to take a look at the insights you might gain from social listening.
Customers Like When Brands Respond
Customers love to feel heard on social media. Being responsive to social media makes a difference. After all most consumers make purchases with a brand who is responsive to its customers and prospects on social media. They are looking for you to respond. When you use social listening to thoughtfully craft responses that provide real value. Those are the kinds of responses that will elicit brand loyalty and increase customer retention rates.
Easier Way To Keep Track Of Your Brand’s Growth
Sometimes, brands face scandals or serious issues. Even if negative things happen, even one incident can cause a wave of negativity to plague your social media. It’s quite easy to ignore a few rude comments, but it’s an issue if the negative ones seem to outweigh the positive comments. This is a great time for social listening by analyzing the recent incident, you can do some research and see if the rise in negative comments led to a decrease in followers or sales. Then, you can determine whether serious measures need to be taken in response, or whether it’s simply a phase with no lasting effects.
Discover New Opportunities
Sometimes your customers do the work for you. When many customers start complaining about the same problem — or rooting for the same win — it’s a sign that to take note of and run with. Rather than simply monitoring these changes, you can use social listening to find ways to be innovative with the changes.
Social media can indicate growing and shifting customer trends. If you don’t pay attention and roll with your new-found information, your brand will falter among the brands that do. Your customers want a brand that is fresh and interactive and provides them with products, services, support, and content that are genuinely useful and engaging.
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