Importance of Social Media Listening

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Social listening, a subset of social media marketing, analyzes what people say about businesses in real time to inform brand strategies and business objectives.

 

What Exactly Is Social Listening?

Social listening is a marketing strategy used by businesses to capitalize on what customers, influencers, and social media users say about their brand on social media. Market research is used by businesses to inform business decisions and perform competitive analysis. You can better understand industry trends, brand reputation, and content marketing strategies to serve your target market by studying social media conversations, hashtags, reviews, and mentions of your brand.

 

Social Listening vs. Social Monitoring

Social media analytics is divided into two parts: social listening and social monitoring. Social monitoring entails gathering all possible social media metrics, such as brand name mentions and shares, as well as hashtags and views, that businesses can use to analyze social listening. The "what" is social monitoring, and the "why" is social listening. Sentiment analysis, a subtype of social listening, analyzes data context using natural language processing.

Consider how a pet food company might employ social monitoring and listening. A video of a dog eating food is shared on social media by the pet food company. It receives 5,000 views. After a week, the company posts a video of a cat eating food. It only has 3,000 views. The quantitative data set is social monitoring. The company can determine that it reaches more dog owners than cat owners through social listening, especially if multiple tests confirm this result. These insights may have an impact on the company's social media marketing strategy.

 

5 Advantages of Social Listening

Companies can benefit from listening in on online conversations via social media channels. Consider how businesses can benefit from social listening:

1. Facilitation of customer support: People use social media to interact publicly with brands. Companies should track mentions in social media posts to improve customer service and respond quickly to needs, demonstrating to other potential customers that support is a priority.

2. Better social media strategies: Using social media data, a company can learn about the content that performs well. Brands can use social listening to improve content creation and optimize ads to better meet the needs of their customers. Social listening can also assist brands in identifying supportive social media influencers with whom to collaborate on influencer marketing efforts.

3. Improved reputations: Analyzing likes, comments, hashtags, and subtweets across forums informs businesses about the reception of their brand. This can assist businesses in establishing benchmarks for their reputation management efforts.

4. Informed content creation: Social listening data can be used in a variety of ways in digital marketing. Companies should analyze how social users interact with general content in addition to monitoring brand mentions. Companies can learn what their followers are watching, commenting on, and sharing in order to determine what content resonates with those demographics.

5. Product performance analysis: To understand the customer experience, brands can monitor social engagement around a product on social media platforms and review sites.

 

4 Social Listening Strategy Hints

Follow these social listening tips to maximize your company's digital marketing:

1. Purchase social media management software. Social listening tools can track hashtags and brand name mentions in real time, allowing you to monitor social engagement in real time.

2. Know what you're looking for. You can search for hashtags, keywords, and specific topics relevant to your target audience in addition to brand monitoring. This can help you decide what kind of content to share when developing your social media marketing strategy.

3. Pay attention to competitors. You should pay attention to what social users say about your brand and competitors. Moving forward, competitive analysis can help to inform business strategies and product decisions.

4. Recognize channel variance. Content preferences differ by channel; understand what content performs best in order to create channel-specific content as part of your overall social media strategy.

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