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It’s essential for businesses to have a solid reputation, especially on social media. Brands not only have to analyze and monitor trends and demands but also show social etiquette to achieve high brand awareness and become a household name. But high brand awareness shouldn’t be for the wrong reasons, reputation should be built on positive feedback and mentions. To prevent themselves from falling off, brands must focus on applying the principles of active listening on online platforms by continuously tracking online mentions, interactions and social media channels. Social listening steps in here to let organizations keep an eye on their brands and eliminate red flags in the process.
Today, we’ll discuss what is social listening, some social listening tools and the benefits of social listening. Read on.
What Is Social Listening?
Social listening is the process of monitoring and analyzing a brand’s online channels such as social media handles and websites. It monitors customer feedback and direct and indirect mentions by tracking discussions regarding specific topics, industries or competitors with the help of keywords. Then it analyzes them to gain insights and draw appropriate, actionable conclusions that will ultimately help the brand achieve its goals.
Social listening is valuable to a business because:
- It lets brands understand what people like or dislike about them by performing sentiment analysis of online mention
- Brands can estimate their reach by identifying their best performing content and subsequently emulating them to reach the target audience and expand it
- Businesses can identify top public profiles and influencers who can raise brand awareness
- It tracks the most active sites to indicate where to focus the majority of their social media activities
Brands can use conversations and public mentions to fine-tune strategies and boost performances. Knowing customer opinion and having awareness about campaigns and products are crucial to creating strategies that are effective. Social listening platforms and tools help us with the process of identifying and implementing necessary changes.
What Are Social Listening Tools?
There are different tools to monitor, collect and analyze mentions and discussions from social media. Some offer fancy features while others offer robust analytics or reporting features. Here are three popular social listening tools:
1. Hubspot
People often ask what is social media hubspot? But the question is what’s Hubspot for social media management? It’s a popular platform that offers interesting solutions to grow a client base through social media. It lets users write and share posts straight from the tool, respond to comments and nurture leads.
2. Tweetdeck
This tool is dedicated solely to Twitter. Its specialty is that it lets a user manage multiple profiles from a single platform.
3. Brandwatch
It’s an enterprise-level tool with a range of functionalities. It’s an expensive tool that covers more than the usual channels.
Social listening tools are key to improving business, marketing and operational metrics.
Benefits Of Social Listening
Social listening can perfect the customer experience by helping brands benchmark and use influencers effectively. Let’s look at some of the benefits of social listening:
- Responding To Customers: It’s important that customers feel heard on social media and they like it when brands respond. According to a Sprout Special research, 46% of people think that the best brands stay engaged with their clients and audiences. It makes a huge difference as marketers can influence customer behavior positively by prioritizing online relevance and responsiveness.
- Keeping Track Of The Brand’s Growth: A single incident can get amplified and create a wave of negativity for a brand. Brands can track if negative mentions outweigh positive ones. They can investigate any metric to identify a dip in sales or followers and take appropriate actions.
- Discovering New Opportunities: Sometimes an overwhelming number of complaints can be seen as a favor by the consumers. They indicate a problem that brands can not only change but innovate on.
- Measuring Organic Reach: Measuring the organic reach value is a way of quantifying a strategy. Unlike television, an online advertisement can present accurate data about conversion rates and the customer acquisition process. Effective tools can estimate the value of online conversations by tracking profiles mentioning the brand, reach of content and the amount of interaction.
- Tailor-Made Content: By tracking trends and keywords, brands and individuals can offer more content related to an industry that the consumer prefers.
It’s high time managers and executives acquire CONFIDENT PUBLIC-SPEAKING skills and social skills. They must learn to make social media monitoring and listening an integral part of their strategy. It’s a versatile process to improve a service, product or brand.
For a business to boom, it’s important to stay attentive and be engaged with people. That’s why Harappa brings you the Active Listening pathway to help you sense others’ feelings and see the way they see things. Learn to be deeply engaged and attentive while communicating with others. Our faculty will teach you to pay attention and process information when others are speaking, which will boost your knowledge in addition to building trust and long-term relationships. Improve behavioral and cognitive listening to build a culture that promotes paying attention to detail.
