What Is Social Media Listening and Why Is It So Important?
If you don’t listen to what your audience wants, you will not be able to influence or help them. Remember, they are the lifeblood of your business. So, you need to give them exactly what they want. But you can’t do that if you’re simply guessing. That’s where social listening comes in. It allows you to monitor, assess and react to conversations about you on social media.
Social Listening Defined
Social listening is all about assessing the trends and conversations happening around your brand and the industry to gain insights and leverage those opportunities. It helps you understand how, why and where these conversations are taking place and what your audience thinks when mentioning or tagging your brand. Social listening helps build impactful brand relationships, provide relevant content and adjust your customer strategy to meet the needs of your audience.
Importance of Social Listening
- Monitor brand growth
No matter how small or big an incident is, it will have an effect on your brand. By assessing this incident, you can determine if the rude comments have actually caused your sales or number of followers to drop. You can then decide how you’re going to deal with the problem.
- Engage with your audience
Social listening allows you to connect with your customers. For instance, one of your customers tweeted about how he liked your product. You can respond to this tweet and express your gratitude for the good review. This will create goodwill with your followers and improve engagement.
- Monitor competitors
By tracking your competitors, you can gain important insights that you can use to improve your own marketing strategy. Social listening helps you discover new threats and opportunities as they occur, so you can respond accordingly.
- Manage crisis
Social listening helps you track social sentiment as they happen. It allows you to determine what posts are good or bad for your brand. If you are getting positive engagement, you should find out the reason behind it. That’s easy because your audience can share a lot of information about their likes and dislikes. You can use this info to guide your decisions across channels. If the sentiment is negative, find out the reason behind it and make the necessary changes immediately. That way, you can deal with PR issues before they ruin your brand.
- Discover pain points and new sales leads
By tracking conversations about your brand and the industry, you can gain a lot of insights on what is working and what’s not for your audience. If you discover problems with your existing products, you can make the necessary changes to address your customers’ concerns. Don’t forget to tell your audience about the changes with targeted marketing campaigns. Social listening can also help you find new sales leads. It allows you to build relationships with prospective customers and set up your brand as an authority in your industry.
Social Media Listening Tips
You need to choose the right keywords and topics for your brand. There are plenty of social listening tools that can help you determine the topics and words that people usually use to describe your brand. Popular options include Sprout Social, HubSpot and Hootsuite. That said, the most important topics and keywords that you should monitor from the very beginning should be your brand name, product name and competitor’s brand name and product names. You should also monitor industry buzzwords as well as common abbreviations and misspellings.