The marketing industry is fast evolving, with businesses adopting new practices to understand their customers and expand their brands. Instead of wasting funds on different marketing campaigns, businesses have also employed various strategies to ascertain which methods are actually paying off. One of the current popular trends is the use of social media listening.
Social media listening involves monitoring social media platforms for mentions of company brands, competitors, products, and other aspects related to your business. This data equips businesses with an ability to track, analyze and effectively respond to trending conversations about them on various social media platforms.
Difference between social media monitoring and social media listening
Social listening gives you an insight into conversations regarding your business and a chance to join in and respond accordingly. In contrast, social monitoring is more of a measuring scale that measures your reputation and standing from a higher perspective. With social listening, you can answer support questions while mainly focusing on collecting marketing intelligence for research.
Social media listening is largely focused on social media platforms, unlike social monitoring that employs various methods and technologies to collect information from various sources. Social listening, in most cases, islet for the sales team to help them come up with new sales strategies while. On the other hand, social monitoring is left for the marketing department to help them learn more about market trends and what their competitors are up to.
Importance of social media listening
Identify influencer and brand advocates
The digital era of today has seen an increase in social influencers and brand advocates—individuals with influence on a huge customer base through their social media handles. Through social media listening, you can track influencers sharing information on your brand. This way, you can effectively cultivate an influencer relationship with the given personalities. This strategy can also help you identify your brand advocates, allowing you to reward them accordingly.
Helps you locate your target audience
With social listening, you don’t have to keep guessing where to find your niche. This strategy can effectively help you identify the best platforms to focus your marketing strategies on. Knowing where people are having conversations regarding your products opens a direct link for you to talk to them directly on platforms they identify with. Some of the most popular sites include Twitter, Facebook, and Instagram. Joining these platforms will also help you locate new leads while engaging your regular clients.
Gives you an edge over your competitors
Tracking your mentions on social media means you can also set up keywords to help you track the mention of other similar products and services. This way, you can listen in on complaints regarding your competitor’s customer service or products. Leverage this opportunity to ask the clients what shortcomings they are facing. You can then explain your position on the matter while making the leads feel essential and explain the benefits of switching to your products.
This move can significantly help in securing new leads and opportunities. This not only applies to the leads you are addressing their issues but to those viewing your interactions. Don’t focus on the negative only; lookout for what good they are doing and see if you can upgrade some of your processes.
Improve customer service
Social listening gives you access to both positive and negative feedback. In most cases, businesses have found negative feedback to be more effective as it helps map out a clear direction for improvement. Customers who complain about a product or service are basically clients looking to have their issues addressed. Instead of losing them, take time to engage them and help them through their complaint.
Netbase Quid is a service-based company with a focus on consumer and market intelligence. The company has been helping businesses come up with contextual insights into business trends, consumer connections, and understanding the market and competitors.