Social listening is a way to actively monitor the interactions that take place around a brand on all the social networks in which it is present.
When social networks became relevant in the interaction between companies and people, the need arose to create strategies oriented to the attention of what happens on the social network pages of brands.
It is not overnight that companies build a corporate image in their networks, in which several factors affect at the same time. One of them is social listening, a fundamental part of maintaining a successful presence on social networks.
Surely you have seen or heard cases of companies in which the neglect or mismanagement of their social networks involved them in scandals, misunderstandings or comments not correct in the context. And it is very easy that, with a mistake made, the stability or at least the reputation of a business is put at stake.
To understand how social listening can help your business in a digital marketing strategy, be sure to read this post for the next few minutes.
What is the technique known as social listening?
It is about actively monitoring the interactions that happen around a brand in all the social networks in which it is present. Hence the importance of deciding in which social networks it makes sense to have a company or not, for this, nothing better than knowing the buyer person very well.
In summary, social listening is about having an overview of all the interactions that happen around a brand and its social networks, and from that information bring insights that serve to optimize social media tactics within the digital marketing strategy of a company.
How can social listening help your company?
Remember that, like the physical headquarters of your business, social media pages are the place where you have little time to create the greatest impact and the best sensations around your brand. You don’t want someone to get a bad experience in this “virtual” venue, right?
Due to the information that can be extracted by performing all the actions mentioned above, social listening can only bring good things for your company:
1. Follow market trends closely
Knowing the latest trends and good practices for your business in the sector in which it operates, it never hurts to implement another practice and, why not? Give it a personal touch to help you in your strategy.
It is not about copying everything but about knowing what makes sense for your business and how you can work.
2. Improve customer service
Apart from being more attentive to what your visitors and followers need, you will be able to indicate trends about their claims and requests that allow you to see user service on social networks as a channel to improve it throughout the business.
3. Create tactics that improve your users’ interactions
What kind of actions are you going to execute on your social networks?
Understanding how to act in each of them is something that social listening allows to develop. As I mentioned before, it is not about being in all social networks but in those that make sense for your company and your buyer person .
4. Optimize the content created
With social listening you can not only monitor what is said about your content, but also measure its impact, recognize influencers for your brand, identify what type of format produces more interactions, at what time to publish it, among others.
5. Give useful information to your digital marketing strategy
Social media is part of every digital marketing strategy. With social listening you will be able to see the impact that this has on the corporate image of your business, the reputation and the recognition it has in the sector from the point of view of consumers active in the networks.
Steps to carry out social listening
It is not just about doing the routine activity of publishing and being attentive to the comments of visitors or followers of the page. Going further in strategic terms, with specific actions, is what makes social listening effective in everything that happens on social networks and that indirectly or directly affects the interests of your company.
Some of these actions are:
- Aligning with the customer service team a protocol that allows them to know how to provide the best experience through this channel, it is not about giving generic responses in the chatbot style, but about being 100% available to provide all the available information.
- Collect data regarding positive or negative interactions with the brand (promoters and detractors).
- Follow up on the PQR’s that were communicated through social networks and the number of these that were resolved.
- Follow competing companies closely to identify communication tactics that can be used as well as possible detractors of your brand in their interactions.
Social listening goes beyond reacting to what is said about your company or responding to requests from visitors or followers on social networks.
It is about having an active presence that allows you to be attentive to interactions with your brand, how they are referring to it, what they complain about when they mention your business, etc. All this in order to extract the best possible amount of information (at this point, it is not the quantity but the quality that matters) so that your company can carry out improvement actions or continue with the correct practices.
To understand more about the importance of social media in your company’s digital marketing strategy, don’t miss this excellent social media kit !
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