The Importance of Social Listening
18th February 2021
So you’re slaving away on social media and posting perfectly constructed, relevant and powerful content – brilliant.
You’ve done everything you need to do… on one half of the equation.
But what about the other half? What about what other people are saying about you?
The last thing you want to happen is to get caught up in developing a bad reputation for the wrong reasons.
That’s where social listening comes in… “the monitoring of your brand’s social media channels for any customer feedback and direct mentions of your brand or discussions regarding specific keywords, topics, competitors, or industries, followed by an analysis to gain insights and act on those opportunities”.
Unlike social monitoring, which is simply ‘the tracking of social conversations’, social listening digs deeper to get to the root of where they are coming from and implement long term strategies to combat these.
This will enable you to be ahead of the curve, continuously improving the customer experience to suit their needs.
So why and how should you perform social listening? Let’s dive right in!
- Reputation Management
- Keeping Track
- Discovering Opportunities
- Customer Acquisition
- Social Listening Tools
To put it simply, customers like to feel heard.
This means they like brands to respond and join in the conversation.
Being responsive on social media can be the difference between a happy customer, and one that decides to spread damaging reviews about your brand.
Not only is it important to limit those negative comments, but it’s an opportunity for you to truly add value to your customers’ experience, building loyalty, increasing customer retention and setting yourself apart from the competition.
These customer-centric interactions are incredibly valuable.
Obviously we know with your fantastic social media that the comments will be brimming with positivity, but let’s say there is an incident that negatively impacts it.
It might be a case of a couple of bad comments here and there, which could potentially be ignored, or it could cause a whole cascade of issues.
By utilising social listening you can analyse the recent incident to see whether it has translated to a decrease in followers, engagement or even sales. From here you can implement a strategy if you feel it’s required.
Why work hard to find out what your customers want if they’re already telling you?
Monitoring what they’re saying to give you information is a start, but you can then use it to inspire new ideas and find ways to innovate on the changes!
In addition, social media is a great place to test out new ideas – see what works and what doesn’t.
Remember don’t be afraid to scrap the ones that don’t work!
The wonderful thing about social media is that it’s an open opportunity to connect with all different kinds of people!
They don’t necessarily have to be existing customers, but even just those who stumbled across your content and happened to really like it.
Arguably, it’s these people who are most important to target!
Using social listening can help you to identify the types of content that are getting the most attention in the form of likes, comments, shares and mentions so that you can then go on to create more of it!
In addition, you can also view your followers posts and see what they’re sharing or posting most and match your content to their taste.
Social Listening Tools
There are plenty of tools that you can use to analyze your social media, but here are a few that we love!
Hubspot offers an all in one tool to schedule and automatically share content across multiple platforms, at the best times.
It allows you to monitor interactions with individuals, identify custom keyword monitoring systems and set alerts when people mention you on social media.
The great thing about Hubspot is that you can easily compare performance across all platforms in the same place and keep track of the number of leads you recieve from it.
The social listening aspect of Hubspot just scratches the surface of its all-inclusive marketing software, you can learn more about it here.
Hootsuite has a dashboard that allows you to respond to messages, comments and brand mentions across several platforms all in the same place.
Hootsuite analytics track your leads, what’s being discussed about your brand, your competitors and your industry to help you to learn from and improve your campaigns.
The software offers 3 different plans – you can have a mooch here.
This social media management software has fantastic scheduling and analytic tools, allowing you to publish content and campaigns, whilst analysing trends through social listening.
The platform uses real-time brand monitoring to track brand direct messages and brand-specific keywords.
Have a nosey on their website for more information.
So there you have it…hopefully I’ve convinced you that social listening is worth the effort!
Thankfully there are plenty of tools out there to make your life easier and bring all the analytics to the same place.
If you’re looking for further social media management help, don’t hesitate to have a chat with one of us!