There are two steps to social listening monitoring social media platforms for issues and comments related to your brand and analysing them to find out how you can respond.
Information you can track with social listening includes brand comments, relevant hashtags, competitor mentions and industry trends. The graph below shows the most used social media platforms for your monitoring and analyses.
Hootsuite showed that two-thirds of marketers agree that social listening has increased in value in the last year.
Analysing this information allows you to understand feelings about your brand. More importantly, it lets you know about it in real time.
Gary Vaynerchuk states “I know the real magic is in the trenches with real people doing hand-to-hand combat — reading and learning as I respond to comments, DMs, emails, tweets, and text messages.”
When it comes to social listening Gary suggested that a Twitter keyword search is a basic tool to see what is being said about your brand at any given moment and it also supplies the capability for you to respond.
Social media sentiment analysis is vital to social listening because it helps you to understand how people feel about your brand, competitors, and the marketing environment.
When you find out about the values, attitudes, needs, expectations, interests, and concerns of your target audience, you can ensure that your business still is current and crisis free.
Consumer attention is a privilege, and the best customer service comes from listening especially from monitoring and analysing the major business communication avenue, social media.
There is numerous social listening software to facilitate an effective social listening strategy including Hootsuite.
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Maria Charlton
maria@mapmarketing.com.au