Est. reading time: 4 minutes
Author: Steph Organ
Social media is an important medium for engaging with new and existing segments of your audience. While your social media efforts can help your audience connect with your product, you can be using social media listening to get deeper insights on them to drive operational efficiency and innovation. It's the marketing equivalent of business intelligence. Social media listening allows you to automate aspects of your social media strategy. It gives you brand awareness and allows you to manage your reputation, listen for feedback, monitor keywords and keep an eye on competitors.
Social media is an important medium for engaging with new and existing segments of your audience. While your social media efforts can help your audience connect with your product, you can be using social media listening to get deeper insights on them to drive operational efficiency and innovation. It's the marketing equivalent of business intelligence.
Social media listening allows you to automate aspects of your social media strategy. It gives you brand awareness and allows you to manage your reputation, listen for feedback, monitor keywords and keep an eye on competitors. Social listening can unlock key insights about your product, service or market, that come right from the horses mouth–your audience.
How does it work?
By tracking key words in social posts across selected platforms. When you tune into the right stuff, you can create a killer strategy using what you have learned to drive meaningful operations and customer satisfaction gains. Many small businesses miss out on social listening because of the price tag, however, our GoSmarter tool costs pennies to run.
Where do you save?
According to Forrester Research, 80% of consumers use social media to engage with brands. Solving an issue on social media is 83% cheaper than resolving it through a call centre interaction. With our tool, you don't need to spend time monitoring social media, as you will get instant alerts when negative sentiment is detected. The feedback you pick up can be fed right back in to improve your operations, with immediate benefits for your future customers.
Unlock your potential
Customer service on social media alone is a very valuable application, but you can get more out of your social media listening tool. Here are 5 top applications of social media listening to help you unlock its full potential.
Nurture existing customers
45% of consumers share bad customer service experiences via social media, which can have negative ripples out to potential leads. By tracking down these comments, intervening, and offering a solution, you could even flip this the other way. Customers are 71% more likely to make a purchase based on social media referrals, and seeing your response first hand is a testament to good customer service. Furthermore, responding to issues via social media can boost customer spend by 20% to 40%.
Our social media listening tool analyses text and images in your mentions and flags negative or inappropriate content via email so you can handle it ASAP. To fully protect your brand, you should listen out for things besides direct mentions by monitoring common misspellings of your brand or product so you don't miss any important interactions.
Align with your audience
You can build good relationships by listening to and interacting with your customers, but when you take it a step further and research your market through social media, you can uncover insights far beyond what people are saying directly to you. Not everyone wants to call out a brand directly, but they may share issues (or things they love) more privately with their network. Tune in to this by tracking words around your brand and what you offer to get the scoop. Use these insights to shape your product, behaviour, or strategies.
You can also track keywords in your field to discover the latest trends and desires. Use this information to fuel your content strategy and give your audience the content they really want to know about.
Gain new customers
Listen out for people talking about pain points that your product solves by tracking the relevant key words. You have the chance to jump right in and offer a solution and potentially win over a new customer. But many people find this approach a little too direct. So you can start by offering helpful information, setting up that relationship, and establishing yourself as reliable source, similar to content marketing strategies.
Know your competitors
You can learn a lot from your competition and what their audience thinks about them. By tracking other brands and products, you can find out what is working well for them and what hasn't gone down well with their audience. Use these insights to inform your own strategies.
You can even use your tool to help you find advocates that would make good influencers, which might be another cog in your marketing strategy. A good influencer is someone who is being vocal about your brand and who has high interactions on their posts. You can use a string of key words including your brand name to find people talking about your products. Then you might modify your tool to save the results to a spreadsheet to review them later. Influencer marketing can be a great way to get the word out. Read more about it here.