Both social media and one-on-one conversations are useful for acquiring information, but social listening is rapidly emerging as a key tool for customer intelligence. Monitoring online forums for customer assistance and asking customers to suggest new product features and vote for their favorites are just a few of the many methods to use social media to obtain insight.
It takes work to employ digital marketing effectively. Simply said, there is too much content and competition vying for the attention of the viewer. Understanding their target, the people they follow, the content they enjoy, and the online conversations they are participating in will help marketers stand out. Here, social listening comes into play.
Social listening is a terrific tool for social selling, brand reputation monitoring, and customer support in addition to helping marketers better understand their audience to assist them in enhancing their digital marketing.
In fact, according to Hootsuite, almost two-thirds of marketers concur that the value of social listening has grown over the past year.
Utilize social listening to keep an eye on a brand
One of the first tasks for marketers using social listening is to keep an eye out for brand references. This is true because social media technologies often only alert advertisers to mentions in which the user specifically named them. What transpires, though, if they are not tagged when someone discusses them? How do marketers learn about it in order to take action?
Simply said, brand marketers need to create a search for their name. This will aid marketers in discovering any chances for social selling or engagement as well as in managing brand reputation and customer service difficulties.
Competitor and industry intelligence
Social listening entails more than just seeing what consumers are saying about a business. Marketers are also interested in what they have to say about their competitors and the industry as a whole. This offers marketers crucial information about their location in the industry.
Also Read: Equipping B2B Marketing with Competitive Intelligence (CI)
Marketers can view real-time competition activity using social listening. Are new items being introduced? Also, designing new marketing campaigns?
Cast a wide net
Marketers may be aware of the one or two platforms that their target audience prefers. However, that does not imply that they just utilize those platforms.
Anywhere online, there may be discussions about the brand and subjects that are important to marketers. Marketers can miss a ton of important insights if they are only focusing on the major social media platforms and ignoring forums.
Casting as wide a net as marketers can is crucial because of this. Marketers will be able to develop the most comprehensive picture of what is actually being said in their industry. As a result, making it simpler for them to respond and participate in the conversation.
Also Read: Advantage of CXO Unity while designing Data-driven B2B Marketing Strategies
Prevent crises before they occur
Marketers can monitor sentiment in real-time with social listening, which enables them to immediately detect any substantial changes in how frequently or how negatively people are speaking about them. Marketers are informed of both positive and adverse changes in how their brand is perceived online, similar to an early warning system.
Marketers should investigate the causes if they are experiencing higher engagement than usual. The audience provides a wealth of insightful information about their preferences. These insights can direct their overall approach.
Additionally, social listening enables businesses to rectify PR mishaps early on. If consumer sentiment is low, marketers must examine social media comments in an effort to pinpoint the cause of the change. While they are at it, marketers should consider what they can learn to avoid making the same mistake again. If sentiment is drastically low, marketers must determine the root of the issue and act quickly to fix it by removing offending posts or issuing an apology for sensitive posts.
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