A great content calendar and regular posting is one way of mastering a successful social media presence, but when it comes to excelling at it, companies have to actively listen.
We’ve said it before and we’re saying it again, social media is a two-way street. Pushing out great content is only 50% of the journey.
Actively listening or participating in “social listening” can help drive your content strategies.
Social listening is defined in many ways but we like to think of it in three parts. Social listening means paying attention to what customers are saying about your business, what people are saying about your competitors and what problems are your customers having? Let’s break it down:
What customers are saying about your business: Be active and find where your customers talk about your brand online. Is it on social media platforms, blogs or forums? Maybe it’s all of the above. What keywords are they using when describing your product/service? Subscribe to these lists and accounts and become an active member or monitor the chatter until the time is right to become active.
Pay attention to what people are saying about your competitors: It doesn’t matter if you hold 90% market share, monitor what your competitors are executing well or poorly. Learn from their wins and mistakes.
Monitor your customer's problems: Look at how your brand is providing a solution to your customer’s problems. Check terms that customers might use when researching your product - join the conversation. Be active in generating leads. Likewise, track influencers and reward those who are sharing your content.
Social listening is beyond just monitoring your brand. It is active participating and collecting data to enhance your business. Data without action has little to no value.
Lastly, show appreciation for positive comments and reach out to the negative ones. Use social listening as another form customer service.
Still have questions about social listening? Schedule a 1-hour Social Session.