A good listener is a good conversationalist.
How well you listen has a huge impact on how successful you are marketing your business in the social arena.
In this article, we look at why social listening is a skill you need. First, let’s define social listening.
What is Social Listening?
People new to social media marketing might think it’s the perfect platform to promote products, services and specials.
Yet, that’s a very small part of what the social media arena is all about.
The majority of successful social media marketers really listen to what their audience has to say.
They practice the art of social listening. They identify what’s being said about their brand and learn from it.
Great social listeners reply promptly and go above and beyond to reach their audience.
Social listening means tracking conversations and using what is found to discover opportunities to reach your customers. It also means creating content that your audience wants by “hearing” what they’re talking about.
You want to go beyond your social media notifications to people who are talking about your business but not necessarily tagging you.
Bottom line – social listening is finding what’s being said about you in the social arena. It’s an extension of social monitoring but so much more. First you listen for what’s being said, then you analyze it, devise a strategy and act upon it.
Now let’s look at why it matters:
You Get Feedback
Wondering what people think about your company? Just listen.
Beyond your online reviews, social listening can provide you an in-depth look at what people think about your brand, products, services and even your staff.
Once you listen for their comments, you can do what’s necessary to change or revise things so your customers are happier.
Social listening also allows you to involve them in the conversation. For example, if you find a mention of someone complaining about your product, ask them what they’d do differently.
You just might find an answer to why a particular product isn’t selling well.
You Provide Stellar Service
Today’s shopper is looking for customer service. It’s what separates you from the competition.
By using your social listening skills, you can fix problems when they arise. You can also engage with your happy customers and take the conversation a step further by showing them how much you appreciate their positive feedback.
People are using social media today to judge businesses. Your conversation might just be what sets you apart and helps you gain the purchase.
Putting It into Practice
Now that you know why social listening is a skill you need, let’s look at how to put it into practice.
The first thing you need to do is make a list of the phrases and keywords you are listening for. Here are a few ideas:
- Your company’s name
- Misspellings of your company’s name
- Slogans your brand uses
- Keywords that relate to your business
- Mentions of your competitors (include misspellings)
- Names of your products or services
Social listening is good for your business.
You improve customer service, customer retention and customer acquisition.
What’s more, you’ll engage your customers by providing them with just what they need, when they need it.
Finally, here’s a last list of the benefits of social listening:
- You have the chance to better understand your target audience and identify marketing opportunities.
- It’s a great way to learn how customers talk about your products and services and what motivates them to purchase.
- You’ll find you can explore and analyze the buzz your marketing campaigns are generating.
- You can listen to how people talk about your competitors and how that matches up to your business.
Social listening is integral to relationship building, and once you really start listening, you can fine tune your engagement tools to build a solid online presence.
Engage your customers with a social media marketing strategy that drives growth. If you’d like help crafting posts that persuade and engage, we can help. We’ll provide customer-focused and engaging posts that encourage trust and a connection with your business.
We are here for you when it comes to your social media posting. We’ll study your brand, and create posts that work with your overall social media posting strategy. Learn more about our services and how we can create engaging content that your customers will enjoy and appreciate.
Image: Alicia Moore