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Social Listening: Start and Don’t Stop
You have your content calendar mapped out. Your social content is strategically tailored to support your social goals. You have scheduled various content across the best platforms for your brand. What comes next?
Social listening is monitoring a brand’s social media channels for customer feedback and direct mentions of the brand or discussions regarding specific keywords, topics, competitors or industries, which is then followed by an analysis to gain insight and act on opportunities. Think of multiple search engine streams displaying keywords, product names, hashtags or competitors. These are what your brand needs to hear AND act on.
Performing social listening allows your brand to create the kind of content your audience actually wants. This may require long-term strategy changes, new ideas and an open mind, but it is proven to improve customer interaction and experience. Rather than making assumptions about what your customers want or need, it is time to hear what they are saying.
Let’s dig in more to why your brand should start and never stop social listening!
1. We hear you.
According to Sprout Social, a social media management platform, 83% of respondents like when brands respond to questions, and 68% like when brands join conversations. However, you want to make sure your brand’s response is crafted thoughtfully. An automatic reply or general robotic answer will not suffice. Make sure your customers are heard, genuinely.
2. We measure.
It’s important to keep track of your brand’s growth or lack thereof. Unfortunately, things happen. Whether it is a scandal or serious issue, one incident can cause a wave of negativity. While ignoring a few rude comments (do not recommend) here and there may not do too much harm, it is dangerous if the negative comments seem to outweigh the positive.
This time calls for social listening! This way your brand can analyze if the incident was responsible in a rise of negative opinion or if there is something out there your brand is missing. Not only will your brand better address customers’ concerns, but it can also change what it is doing and how it handles similar situations in the future.
3. We see the future.
Believe it or not, customers generally don’t mind putting their opinion, negative or positive, on social media. What a surprise! While your brand’s customers are complaining or raving about an aspect of your goods or services, they are actually doing the work for you. When listening to these comments, it is your chance to find innovative solutions or improvements.
4. We attract.
As your brand tries to broaden its reach, remember that not all its followers are loyal customers. They are also people who enjoy the content or stumbled upon the page by accident. This is the crowd you want to target. Your brand’s content attracted them toward the page instead of distracting ads that don’t sample your everyday organic content. It is much easier to convert content viewers or followers into customers than it is a stranger.
Social listening provides relevant content that matches customers and potential customers’ taste, which eventually draws them closer to your brand. Bingo.
Interested in social media management? Contact us today!