Social listening is the first step in social selling, a powerful and popular sales technique for converting potential social leads into customers.
Slavica Grgic
In the past, you may have wondered how to develop a product or service that will succeed and keep your consumers happy. Of course, this is accomplished by learning and providing them with their wants and needs.
But, it’s crucial to find out their wants and needs first. You can determine that with the help of social listening.
Social Listening
Social listening includes tracking online comments made about your company, product, or competitors and analyzing the data to determine the source of the opinions. It is a crucial component of audience and marketing research. Social listening is frequently used with social monitoring. Monitoring allows you to track and reply to website comments. While listening enables you to understand your audiences’ feedback.
You may understand your customers’ concerns and what you can do to help them by using this simple awareness method. One way to look at it is to learn more about your target market and how they view your business.
According to Planoly, there are three benefits of social listening.
1. When you listen to what your customers have to say about your brand, you have the opportunity to respond and provide. Customers praising or complaining about your product on social media are unlikely to be heard if you don’t engage in social listening. You can remain on top of customer service requests, website issues, trends, and more through social listening. Responding to comments shows your clients that they are essential to you. Customers want to know that their voices are being heard, and social listening helps them do just that.
2. Social listening can also help you prepare for any future public relations disasters that may occur. If you’re receiving a large amount of negative feedback, it’s time to address the problem. Social listening enables you to stay one step ahead of unfavorable opinions and make the required adjustments before the problem gets too overwhelming to handle.
3. Social listening isn’t simply a great way to keep track of your own brand’s impression. Still, it also reveals the opinions of your target audience regarding your competitors. With this, you can monitor how your competitors respond to their customers. Furthermore, what you need to do to stay ahead of the competition.
Performing Social Listening
You can consider these steps to set up and perform social listening:
1. Setup and keep your social media accounts updated.
Set up social media profiles where your customers are likely to be, and start interacting with them there if you haven’t done before. While your overall marketing strategy may not allow for a presence on every site. Join where your clients are already joined after you do some social listening.
2. Make use of social listening applications.
You can use social listening tools to track a limited number of keywords or hashtags. Some are free, while others are not. Advanced capabilities allow you to search for branded mentions and specific keywords, respond to consumers, conduct reports, and analyze patterns. You can find the best social listening tool for your demands and budget by researching.
Examples of social listening tools:
With this social listening tool, you can organize, compose, and analyze your social media strategy while keeping an eye on specific keywords for activity.
2. Brandwatch
Brandwatch is a tool that specializes in recognizing trends and gathering data about consumers. It provides analytics, data visualization, and audience insight.
3. Hootsuite
This social media management software gives users one place to manage their social interactions. Hootsuite can be used with Twitter, Facebook, Google+, and more. Hootsuite Insights is a section entirely dedicated to social listening and can also be found within the platform.
3. Determine the phrases for your business.
It’s possible you already have enough keywords. Your understanding of the phrases and terminology used to describe your business or industry will improve as you pay closer attention to what customers say online. You can use their own language when creating material to engage with them. In addition, you may also use the same terms to do more in-depth social listening as you build your keyword list.
4. Be familiar with your competitors.
Understanding how your audiences view your competitors is part of social listening. This can help you build products, services, and other solutions to win back clients who previously dealt with your competitors. You can see what your competitors are doing to gain clients or what you’re doing well that sets you apart.
5. Organize a team meeting.
Monitoring online conversations and generating action plans is part of social listening. Plan your social monitoring to have a regular meeting with marketing, operations, or other key departments. The group can review the findings and decide what the organization can do to improve its online reputation, gain new consumers, or address a problem.
6. Keep an eye on any other important matters.
It’s critical to check your keywords and competition as well
- The brand and product name,
- The names of your boss and other senior management,
- Company hashtags and slogan
- Hashtags related to your industry,
- Usual misspellings
- Campaign-specific hashtags
To get the most out of social listening, keep these guidelines in mind:
- Collaborate as much as possible with all departments and levels of your firm so you may enjoy the benefits of social listening.
- Customers can talk about your brand on social media, review sites, and even blogs that cover industry news. Monitor as much as you can to avoid missing important information. Then you can generate content there, naturally, interact with customers utilizing the platform and create an advertising strategy that can improve sales and profit.
- Consider how effective your customer approach will be if you routinely communicate with your social media audience. By entering the conversation, you may learn more about your clients.
- Determining what your customers desire and avoiding their dislikes is a primary goal of social listening. Your plan will benefit from establishing patterns and trends throughout time.
- You’ll be able to detect a shift in sentiment from positive to negative by regularly monitoring social media. When this happens, social listening helps you react quickly. Reconsider your plan and make necessary changes to regain the customers’ satisfaction.
- Someone’s passion for your brand influences their buying decisions, making them your brand ambassadors. If you can identify them, you may work with them to create more content and reward them for their commitment.
With this, you can’t just set up your account, check your mentions, and leave. Your strategy will likely change as your aims, but this should benefit any organization considering social listening.
To increase your brand awareness, set your objectives, do social listening and base your strategy around them.
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Reference:
Social Listening: What It Is, Why It’s Important and How To Do It
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