5 Steps to Win Audience with Social Listening
It goes without saying that social media is a never-ending source for information about consumers. People write about everything on their profiles. They share experiences, problems, memories, plans etc. Companies that do not pay attention to what is being said about them on the Internet might miss out on gaining competitive advantage in the industry.
Data from the Internet may help you understand your customers more profoundly, and then with such knowledge you will be able to increase their engagement, attract new clients, and convince them to your products or services. This is where social listening brings the biggest value, as it allows you to identify and assess what is being said about your brand or products on the Internet. Here are few steps that will help you leverage social listening to win audience.
Keep track of conversations about your brand in a real time
If you thought that your audience could patiently wait for you to react to their posts, you were wrong. Social media users became very demanding towards brands, and began to expect them to be present everywhere and anytime. Whether you manually search for mentions that are crucial to your company or you use a social media monitoring tool, you should do your best to follow content in real time.
Interact with people
Every time someone mentions your brand, you should reply to him or her somehow. When a person praises your product, thank for appreciation. When a user has a problem, try to solve it. When he or she complains about your customer service, ask for details, apologize for the inconvenience and promise it will never happen again.
Regardless of the context, always be responsive and do not ignore your audience. It will be more willing to interact with you when you do the same. In this way, you will easily increase engagement.
Learn about your audience
You can pick up conversations that concern your brand in real time and immediately respond to your clients, but you can get surplus value from data from Internet monitoring. You just need to devote some time to analyze this data. You can learn when people talk about your brand and on what platforms, discover the most influential and active users, find out details about their demographics, and much more. These pieces of information can be helpful when designing your marketing strategy or defining a target group.
Read also: Why marketing is UX
Make conclusions out of data and take actions basing on conclusions
It does not take a rocket scientist to gather big data these days. There are plenty of resources either free or paid. The thing is that it is important to collect significant data – that is, information that will be crucial to your business. Quality matters, not quantity. In your next step, you should study data and draw conclusions out of it. Then it should be a basis for taking further actions in your company.
If something is not working, maybe you are doing something wrong. If you don’t get desired results, you should take a step back and check out where and what potential mistakes you have made. Social media is a life form, so you should test out different approaches if one is ineffective. Develop metrics that would reflect efficiency of your activity.
To sum up, social listening gives you a wide range of opportunities to increase social engagement. You just need to be alert, responsive and spare some time and effort to study your data. Remember to listen carefully to what people have to say and adapt your approach to them. Finally yet importantly, measure effects of your activities basing on your own metrics that are relevant to your business.
Written by Natalia Chrzanowska