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25 June 2020
Why is social listening important to succeed in the digital era?
Social listening is about listening to what everyone is saying in social
media. Here, we become something like a fly on the wall. Why is this necessary
Image source : oberlo.com
Most of us are in some form of social
media, and most are airing their grievances and praises and other random
musings to the world.
Social media marketing is always changing, but one thing remains
constant: it’s an important platform for every brand to pay
attention to. For this is how we understand our customers, both potential and curreny.
This is where we can hear from your target market, uncensored, and get inside
their heads to learn what really they are interested in and what makes them
Knowing what makes them succeed is the secret to winning them
What really is social
This is when we track social mentions of your brand and conversation
about relevant keywords and topics. When doing this, it’s helpful to track not
only social mentions of your brand and products, but also industry keywords,
influencers, competitors, and topics.
Social listening provides brands tons of opportunities to jump into
conversations and develop authentic relationships with potential customers and
Social Listening and Social Monitoring?
Social monitoring is about data collection, while social listening is
about analysis and action. Essentially, social monitoring is just seeing what
the conversation is about while social listening is about looking at the
sentiment of that conversation, themes, and how to engage.
In other words, social media monitoring can be summed up as checking the
activity and conversation surrounding an individual, business, product, or even
service while social media listening is more about the actual activity. This is
deeper and makes us understand our customers more.
Benefits of Social
Consumers write about brands for a few reasons. It could be to offer
praise or share excitement, or it could fall on the other end of the spectrum
and be something negative about the brand or product. It could even be
something else, like seeking support for a technical issue or asking a question
about a product they’re interested in purchasing.
Regardless of the reason, a response shall make our customers pleased
and this is for everyone to see. Listening is after all, usually what everyone
looks for to even think of a relationship.
So, when someone complains about your brand, social
listening can help you mitigate any negative PR as well as proactively address
their concerns. Others will also see this and appreciate a responsive brand and
be more willing to do business with you. Global alcohol brand Diageo, for example, even went as far as to
making a commitment to ban plastic straws in all products by 2020.
When users praise our brand, responsiveness and
appreciation go a long way — again, not only for the person you’re directly
engaging with, but also the wider audience on social media who sees the
·When people ask questions of or about your brand, your
willingness to help goes a long way here. In fact, Sprout even found that the
majority of social media users have a positive sentiment for brands that
respond to questions. It’s also an opportunity to get ahead of any objections
potential buyers might have.