Social listening is how you track, face, and react to conversations about you or your brand online. As more organizations adopt social media for building relationships, monitoring discussions about your products/service, consumers, and industry is more critical than ever. It ensures you stay ahead of the game, saving you money and time.
Types of social listening
1. Engagement. Actions to start conversations about your brand with individuals and stakeholders.
2. Monitoring. Searching for discussions from your competitors, customers, and employees about your brand.
Tools and software you can use for social listening
One way to successful conduct social listening is to use social media analytic report. Various social platform today provide you analytic functions and reports you can download or analyze from the platform’s interface. From the analytic dashboard or activity log, you can pull data or insights on your audience activity and your own.
However, the data extracted from social media analytics dashboard may sometimes be inconclusive. To generate more information and insights, you need tools.
Luckily, in this market, there are many tools to help with your social listening and monitoring activities.
Google Alerts is a free service you can use to monitor exciting content on the web. On the search bar, you enter your email address and create alerts for anything including news and mentions of your brand. The services send you emails each time it finds new results matching your search terms.
Hashtagify is a tool for monitoring, tracking, and providing you the best hashtags suggestions on Twitter and Instagram. It also helps to amplify your reach and understand competitors better. Additionally, if you were running a campaign, this tool will give you reports on how well your campaigns are performing.
For powerful market insights and real-time media monitoring, Mention is the tool to have at your disposal. Mention gives you update on how to explore the web, engage your audience, and track essential details on your brand, competitors, and customers. It also provides you compelling insights you can use to drive business goals.
TweetDeck is the tool to use if you want to get the most out of your Twitter accounts. TweetDeck gives you the power to manage many Twitter accounts, schedule post and view all your Twitter activities in one concise place.
HubSpot social media tool
HubSpot social media tool provides you more report than the usual talk about your brand online. With this tool, you can see all interactions and conversation with your audience and those who matter, create alerts to members of your team so they do not miss engaging with followers and leads.
Reasons brands engage in social listening.
Social media is an excellent medium for tracking competitors. By observing competitors, you can learn about their activities and audience including how their content performs and what the people are saying about them. You can achieve this through competitor analysis.
Platforms like LinkedIn are excellent for conducting social media competitor analysis.
Socialbaker.com too is an online tool that can help enhance your social competitor analysis and benchmarking. This tool helps you conduct Influencer benchmarking, Facebook benchmarking, and Twitter benchmarking so you live knowing what your competitors are doing.
Build and manage reputation
Reputation matters a lot, especially for brands with an online presence. If a blog post you published left a wrong impression to your audience generating an online storm, the key is to discover its full extent.
Luckily, the first place your readers will run to give opinions is on social media channels. Being informed of the conversation early can help you respond appropriately and turn a conversation that might go overboard. And if it meant customers were complaining about your product, you can quickly respond how to make it better.
Measure performance of your online activities
One of the main reasons brands engage in social listening is to assess their content strategy or see whether their social activities are bearing fruits. Why? These days, brands are no longer on social media to pass the time but to either generate ROI or see a difference is their bottom line. To find if your social media activities are working, some metrics you would track are:
Comments, conversations on your content, shares, mentions, and reshare, how videos and images resonate with your audience, what material is best for your audience.
Use this intelligence to enhance your social media activities and overall content plan.
One enormous advantage of social media is that it changes rapidly corresponding to trends, human behavior, and new technologies. Because of this, the social landscape adjusts rapidly to accommodate these changes. The advantages of these changes are they create opportunities you can profit.
In most cases, customers want to be the first to experience the technological changes in the form of asking for a service not yet provided through social media.
Or make you identify an underutilized sector in the market your organization may service. Recognizing these trends can help you take the lead of these opportunities as they happen.
Use them to expand and build your brand.
Unlike before where brands used social media for promotional activities, today, social media encompasses a lot and influence many divisions in an organization. Brands today use social media for customer service, lead generations, and sales. Through content marketing on social media, brands can attract leads with targeted ads and promoted tweets. Additionally, by performing social media competitor analysis, brands can search for competitors dissatisfied customers and reach them with their services or solutions to their troubles. If your product changes the consumer mindset, they may switch to your brand leading to a sale for you and loss for the competitor.
Help discover new ideas
As mentioned before, the first place online users run to share their anger or admiration for a product is on social media. If you are a brand and care about social media, you would want to tap these information customers are sharing, their pain points, and move to address them with better products or updates. Again, competitor analysis plays a significant role here where you can identify weakness within your competitor products and develop measures to address your own.
Set benchmarks for the future
Social media is useful for benchmarking for competitors accounts and own accounts.
Social media benchmarking is excellent for setting social media objectives and other business goals to run your social strategy further.
Some metrics to follow in the benchmarking process include matters to do with opinions, engagement, shares, and remarks.
Social media listening is the best way to build a loyal, legitimate, and intimate relationship with your customers besides getting a head start on your competitors.
It is through social listening that brands can see what the universe say about them.