What Is Social Listening & Why Is It Important?

August 22, 2019
social listening

What is social listening and why is it essential for your business marketing strategy? Continue reading to find out!

What is social listening?

Social listening is an online marketing strategy. The technique allows businesses to track and analyze online conversations. This is an effective way for marketing managers to keep an eye on what people are saying about their brand. On top of this, this audience research is a two-way street. Businesses can also respond to these conversations and make changes to the brand identity based on the research.

How does it work?

The process is quite simple. First, closely monitor social media platforms such as Facebook, Instagram, Twitter, and Pinterest. Things to look out for include any comments or posts about your company. Then, you can check out mentions of specific products or keywords specific that are related to the brand. Lastly, it’s important to track any mentions of your competition. Following this, it’s essential to analyse the information and then work out what your response is.

Taking action.

It’s one thing to simply track and monitor social conversations, and something else to take action. Your action could be as simple as responding to a satisfied customer. Alternatively, you may make changes to the brand to reflect the feedback from your customer base. Social listening is all about checking out online posts. Then you can guide your marketing strategy and business decisions as you go along. It’s about shaping the brand to be successful in the future. At the end of the day, it’s essential to use social media to further your business aims and goals. Try to follow your customers’ online posts, interactions, and conversations. This is a great way to make your business client-cantered.

How is this different from social media monitoring?

Social media monitoring is focused on collecting data from past online activity. In comparison, social listening is all about two-way communication. Listening to current social media conversations can help businesses make real-time changes. All you have to do is respond and make changes to feedback. On top of this, social listening takes a look at the mood of online conversations. Monitoring is all about numbers and listening is focused on the content! The purpose of social listening is to gain an understanding of how customers feel about your brand and also your competition. Essentially, you want to ascertain the “online mood” on your brand.

What are the pros of social listening?

Social listening enables marketing managers to directly respond to the social image of the brand. It also helps inform the direction of product development and marketing strategies. On a smaller scale, it also assists online marketers and social media managers to respond to both positive and negative posts. This boosts customer engagement and gives a personal feel to your brand. Your online presence should be accessible, friendly, and professional. This is an important aspect of customer service, however, it’s also a great opportunity to dive into the public perception of your brand.

Spot problems straight away.

This is also a great technique for improving a brand’s social media content. It’s essential to track comments on your posts, no matter what platform it’s on. You can’t change your strategies based on one or two comments. However, it’s easy to spot when there is an overall shift in social sentiment. When this happens, check your recent social media activity and see if you can identify what was the turning point. If it’s a negative shift, then obviously something needs to change. On the other hand, if there was a positive reaction, work out why there was and start changing your approach to model this vibe.

Social listening should be part of your marketing strategy. It can take your marketing approach to the next level! Just follow your intuition and approaching online content with a critical thought process. Contact a reputable internet marketing company to know more about social listening and how it will help to market your brand online.