It is no longer enough for companies to focus on creating products, software or services and selling them. Modern consumers expect brands to be living entities with a strong social media presence where they share their opinions, respond to reviews/feedback, know what their customers really want, and contribute to broader discussions about the industry as a whole. In order to stay on top of what customers really think and deliver what they really want, brands need to listen, just like in any other interpersonal relationship. So let's take an in-depth look at the principles of social listening and how your brand can effectively implement its own social listening strategy. What is Social Listening? Social listening can be quite a broad practice. It includes: Direct Customer Feedback: Someone sends you a message or tags your business in a post. Indirect mentions of your brand: someone talking about your products or services (this can come from competitors, prospects, customers, fans, detractors, influencers, media, etc.). Competitor noise: feedback and discussions on how your competitors are performing and what they are doing (product releases, personnel changes, partnerships, etc.). Industry noise: discussions, events, themes, movements, etc. Take Action: Use what you've learned to improve your business. It should be emphasized that social listening and social monitoring are two different things. Social monitoring is only the first step: keep your ears to the ground to watch out for all industry noise.
Social listening, on the other hand, takes the next steps to initiate conversations or to respond to what is happening. The only way to let people know you're listening is to step in as an active participant. When people see that you listen and respond with positivity and caring, it goes a long way to improving their perception of your brand. Let's distil this into 3 easy to follow steps: Social Media Monitoring: Monitor social media for any useful information related to your brand, industry and target audience. This is always the first step in implementing a social listening strategy. Social Media Engagement: Interacting with customers, prospects, or big names in the industry. There are a wide range of reasons why your brand should engage on social media: to respond to unhappy customers, to contribute to discussions on relevant topics, or even to foster relationships with influencers for social media marketing. 'affecting. Further Action: Finally, you need to take further action and implement everything you have learned. Responding to individual comments or discussions is one thing, but you really want your social listening strategy to guide broader long-term business decisions. For example, you may decide to launch a new marketing campaign based on your prospects' new pain point, you may change brands after hearing negative comments about your brand image, or perhaps you decide to release a new line of products.
An effective social listening strategy encompasses these three steps. While just one may have some value, the real benefits come when they all work together in unison. What are the benefits of social listening? Uncover New Opportunities Sales Activation Increase Customer Loyalty In a fast-paced world, those who don't keep their eyes and ears open will be left behind - no one wants to be the next Blockbuster. To plan for the future, you need to listen to what consumers are saying in the present. It is a permanent challenge. Whether due to technological innovation, changing societal attitudes, or rising consumer expectations, businesses are always grappling with ever-changing industries and ever-changing customer issues. For example, let's look at the lingerie industry. New York-based Adore Me was looking for a way to turn their fortunes around. It therefore implemented an in-depth social listening strategy (with a particular focus on broader industry-related discussions). A few unknown pain points soon emerged. Listening to followers of Victoria's Secret, for example, the company has heard many women express the following sentiments: That's great, but wouldn't it be amazing if I could model for those companies too? To be honest, I don't