Social listening is a powerful tool that businesses can use to gain insights into their customer base and the conversations taking place online about their brand. Through social listening, businesses can track conversations around topics related to their industry and products, analyse customer sentiment, and even monitor competitors.
In this blog post, we will discuss the benefits of social listening for businesses, how to do it effectively, and why it is gaining in popularity. We will also share a case study of a business that has successfully used social listening to gain insights into their customers’ needs.
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What is social listening?
Social listening refers to monitoring what people are saying about your brand on social media platforms such as Twitter and Facebook. This includes tracking conversations around topics related to your business or product, analysing customer sentiment towards your brand, understanding how customers perceive your competitors, and engaging with customers directly. By using social listening tools such as Hootsuite or Sprout Social, you can track mentions of your brand or product name across all major social networks in real-time.
Benefits of social listening
There are numerous benefits to using social listening for your business. By keeping track of what people are saying about your product or service online, you can quickly identify potential issues before they become major problems. You can also get an idea of the sentiment towards your brand - whether it’s positive or negative - so you can adjust your marketing campaigns accordingly. Additionally, by monitoring competitors’ activity on social media platforms you can stay one step ahead in terms of market share and innovation. Finally, through engagement with customers you can build relationships with them which will lead to increased loyalty and retention rates over time.
Why is it gaining popularity?
Social listening has become increasingly popular over the past few years as more businesses recognise its potential for providing valuable insights into customer sentiment.
Additionally, social listening is relatively cost-effective compared to other forms of market research such as surveys or focus groups; it also requires significantly less time investment than traditional market research methods since all that's needed is a computer or mobile device with internet access.
Many businesses are turning to social listening as a way to quickly and easily understand customer opinions without breaking the bank.
How do you do it?
There are several steps involved in setting up an effective social listening program for your business:
Define the goals you want to achieve from using social listening
Create a plan for how you’re going to use the data collected
Determine which channels should be monitored
Set up alerts for key words or phrases
Assess customer sentiment towards your brand
Analyse competitor activity on those same channels
Once these steps are done, then it’s simply a matter of monitoring the data regularly so that any issues or opportunities are identified quickly and acted upon accordingly.
Insights from social listening
Social listening is a powerful tool that can help you do just that. It provides insights into customer sentiment and behaviour, helps you stay informed on emerging trends, and keeps you in tune with the competition. Let’s look at some of the specific insights you can gain from social listening.
Competitive intelligence
One of the primary benefits of social listening is that it enables you to monitor the activity of your competitors in real-time. You’ll be able to see what they’re up to, where their strengths and weaknesses lie, and where they stand in comparison to your own brand. This knowledge can help inform decisions related to product development, pricing strategies, advertising campaigns, and more.
Consumer insights
Social listening also gives you valuable insights into consumer sentiment and behaviour. By tracking conversations on social media platforms like Twitter and Facebook as well as general web searches, you can get an accurate picture of how people feel about certain topics or issues—including those related to your industry or products. This data can be used to tailor marketing initiatives more effectively or identify gaps in customer service that need attention.
Early warning system
In addition to providing insights into customer sentiment, social listening can also act as an early warning system for potential issues related to your brand or product line. If there is an issue brewing online—whether it’s a customer complaint or a potential PR crisis—social listening will help alert you so that you can take action before things spiral out of control. This type of proactive monitoring ensures that any issues are addressed quickly and appropriately so they don’t end up damaging your reputation in the long run.
Identify your brand ambassadors
Social listening helps you identify who within your network is talking about your brand and engaging with it in a positive way. These individuals are more likely to be strong advocates for your brand and may even be willing to help promote it if requested. A great way to reward them for their loyalty is by offering them discounts on products or services, exclusive access to events, or special promotions.
Responding quickly to negative feedback
When people have negative feedback or experiences with your brand, they often turn to social media outlets such as Twitter or Facebook to air their grievances and share their experiences. By monitoring conversations on these platforms, you can quickly identify when something has gone wrong and respond appropriately. This shows that you care about customer satisfaction and are willing to go above and beyond to ensure that everyone has a positive experience when interacting with your business.
Analysing current trends in your industry
Social listening also allows you to track current trends in your industry so that you can stay ahead of the competition. By tracking what people are saying about particular topics or products in real-time, you can refine your messaging strategy accordingly and make sure that it’s always relevant and up-to-date. This will help ensure that all of your marketing efforts remain fresh and engaging for potential customers.
Case Study: How Social Listening Helped a B2B Software Company Grow Their Revenue By 21%
A B2B software company used social listening techniques in order to identify gaps in their product offering - namely features that customers were asking for but weren't yet included in the software suite - which allowed them to develop new features that would satisfy those customers' needs more effectively than competitors' solutions could. As a result of implementing these changes based on customer feedback gathered via social media monitoring tools, the company was able to increase its annual revenue by 21%. This case study shows just how powerful a tool social listening can be when leveraged correctly - not only can it provide valuable insights into customer sentiment but also help drive tangible results in terms of increased sales & market share growth.
Social listening is essential for your business
Social listening helps businesses looking to gain insights into customer sentiment or behaviour. By monitoring conversations across different platforms, you can get a better understanding of why customers like or dislike your product/service or what trends are emerging in your industry. Additionally, it allows you to respond quickly to any negative feedback or criticism and turn it into an opportunity for improvement. This data-driven approach can give you the edge over your competition and help you make informed decisions about your business strategy going forward.
Interested to learn more?
We partner with Brand24 to help businesses carry out social listening and brand monitoring exercises. Get started for free here, book an appointment in our open diary below, or contact us for more information at hello@treatmarketing.co.uk
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