What Everyone’s Saying About Social Media Listening
Harshita Kale 16-03-2020
Digi
Kraft
Harshita Kale 07-04-2020
Harshita Kale 07-04-2020
We have always taught to think before we speak since our childhood. Thinking and listening mean the same when we talk to ourselves, isn’t it? We as humans have been trained to listen and speak, but when brands don’t do this, they may land into a problem. Knowing the importance of active listening is crucial for brands to survive in this competitive market.
Michelle Kennedy listened to her customers and found a larger audience with a vast perspective. Her story may impact thousands of us with respect to how crucial it is to be with your audience and understand them. If you don’t make it up to what your audience wants, you will miss that connection.
Your clients want to be heard and respected just the way it works in your personal lives. Here is your chance of boosting the brand just by listening and reverting your audience with what they expect.
However, it is equally important for you to know our audience before you start the listening process. Till now you must have known them, but how well do you know them? This becomes an important question while planning social media listening. Below are some points that will help you to understand your audience better.
Now that you have all the answers let’s dive into the details to understand what social listening is and how it can impact your business.
Social listening is about knowing what your audience is saying about you, tracking the engagements, analyzing the data, and producing its reports. There are millions of messages, shares, and comments made on every single platform on a daily basis.
Listening doesn’t start when you track it or prepare a report. It begins when you take action for each mention or comment. Social media monitoring looks for the number of engagements and the number of mentions. Whereas, listening is far beyond monitoring, where it considers the mood behind the data. It is meant to look at the bigger picture and understanding the “Why” behind the audience’s reaction or no-reaction.
Social media listening helps you to understand how a particular audience feels about your competitors and you as a brand. It is a lot more than just counting the number of comments and mentions.
It may sometimes become difficult for bigger brands to track the engagements or mentions everywhere. Henceforth, it is crucial to have a defined process for social listening.
Social monitoring happens when you collect and respond to the comments, mentions, and overall engagements of the brand. It basically studies the “What” factor of the brand. Whereas, social media listening dives into depth to study all the reactions and no-reactions of the brand.
Social media monitoring creates a connection with your active audience. It helps in boosting the engagement rates and solve the grievances.
However, social listening finds out the root cause of the conversation or problem areas in case of no-conversation. For instance, there is a particular area in which the brand is not performing well; social media listening tries to evaluate the reasons behind it.
If you’re not considering social listening, you’re losing a big chunk of cake for your business. People always say something about the brands they use. Wouldn’t you like to know what they think about you and your competitors?
Social media listening plays a crucial role in:
Social listening gives you the opportunity to engage with your audience or solve the grievances. This is absolutely an ideal method to stay in touch with the audience.
For instance, Adobe does a great job in answering customer’s questions and even complimenting the creators via Twitter.
Hi there, I am looping in our expert. They will reach out to you as soon as they're back in the office. Thanks for your patience. ^MC
The way Adobe compliments the creators is unique.
Homemade time machines and other hats. Drawings by me. #adobedraw
Reputation management is one of the most common reasons for brands to get into social media listening. Businesses keep track of positive and negative comments, mentions, and respond accordingly to manage the reputation.
The below graph shows the positive and negative sentiments of a brand user.
Image Courtesy: Awario
You ought to think about what buyers think about your product, isn’t it? Social media listening is the most effective way to collect feedback on products or services. You must have noticed that social media is a huge influencer, and people use various platforms to share their opinions about anything. Similarly, they end to share product or service feedback too.
It might get frustrating for the time being, but it’s a great way to get honest feedback from your customers. This way of collecting and responding to your customers boosts customer loyalty and satisfaction.
School is Out! Long live School! Next Week. Let's do it! #CoronaVirusDE #Homeoffice #onlinelearning #canva
?? pic.twitter.com/00pr6ntxOi
Great pic right? You can do this on @Canva. One of my clients uses it. Digital is all about synergy ;o) Whether you need a post, logo, or a report - do it on Canva.
Now the KYC team calls and states that employee id is not accepted for residential address (though it is only uploaded for delivery address. Pertinent to note aadhar already uploaded)@DHL_India #badservice https://t.co/vmLhN35r8Z
Customers like it when they feel that they’re a part of the brand’s family. You might like to give an update on:
· Product launch;
· Well-being or bad time of the company;
· News;
· Events;
· Accomplishments, and so on.
These small acts keep the customers glued to the brand, knowing that they belong to the family.
Social media is one such tool that helps you to reach worldwide prospects. As your followers aren’t just your customers, but also people who enjoy your stuff on your social media. These are the prospective customers whom you should be targeting sooner or later.
Also, targeting new followers isn’t that difficult on social media with the right strategy. Discovering the content using comments, hashtags, shares, posts, and photos, you can create relevant content. When this content reaches a whole new target audience, it will draw them to your brand, increasing the probability of conversion.
Social media listening has no end. The more you dig in, the more beneficial for your business. However, there needs to be a process in place for optimized results. There are various tools available in the market that helps the process easier and relevant.
You wouldn’t want to keep your audience away, right? This is a perfect way that can help you to keep the audience happy and solve their issues.
Also, the better you know your audience, the better you can serve them. Investing in social media listening will only help you get better and gain an advantage over the competitors.