Social. Okay, social media, got it.
Listening. Hmm… so it’s okay to just sit and listen?
Amid all the social media chatter today, with 500 million daily messages sent on Twitter alone, people are undoubtedly engaging in conversations related to your brand. Are you listening, and if so, how are you responding?
Social media has provided people with the ability to voice their opinion on companies, brands, people – in short, anything and anyone. What people say can be good or bad, but that alone doesn’t determine your social media success. The way your company listens and engages with these social media posts is what dictates how those opinions influence your online presence and brand sentiment.
Social media listening goes beyond ‘listening’ – it’s really about monitoring and managing a brand. Every company strategizes to create content that is engaging, well-written and unique but if you’re not listening to the social conversations happening around it, then you might as well bury your head in the sand!
You may think that you know what your audience is saying and are willing to spend thousands of dollars researching on what you think your audience wants to hear. But, finding the conversations around what you think is like trying to find a needle in a haystack. And if you can’t track the buzz, where does your brand go next? Listening, on the other hand, does the research for you.
I’ve finally heard what they’ve got to say.
So I’ll just fix it or respond.
Whatever you hear doesn’t always warrant an immediate response. Social media listening allows you to hear what’s going on and gives you time to strategize before responding in a timely manner. It’s good practice to anticipate things that could relate to or affect your brand.
And conversations don’t always have to be bad ones; it could direct you to do something you weren’t thinking about. So if there’s an event happening which your brand should be a part of, jump at the opportunity. Start with an event hashtag or by simply retweeting relevant content. At the end of the day, it’s all about reputation management and playing your cards right.
Ah..I think I finally get it!
Now how do I actually ‘listen socially’?
There’s no scientific way to tackle social media listening –but there are tools you can use (look out for Part 2 of our blog on Social Media Listening).
When it comes to social media listening, every company will have to adapt and learn. However, before you embark on your journey to becoming the Social Media Whisperer, you’ll first have to ask yourself these 5 important questions:
1. What is your brand reputation?
Find out what defines your brand and how you want it to be defined. Monitor the names of your company, CEO, and product(s).
2. What is the reputation of your competitors?
Monitoring your competitors’ conversations with their own communities will help you understand their positioning, and give you insight into their marketing strategy.
3. Who’s talking, how are they saying it (outlet of communication) and who is leading the conversation?
Get a feel of who’s talking about you and discover the format of communication and style of content being shared. This will help shape your social channel strategy and help you craft channel-specific content that works. Also pick out the conversations that matter.
4. How should you strategize?
Since you now know what’s going around, write custom content that resonates in the hearts of your followers and your to-be followers. Develop important relationships and act as a catalyst to connect to each other. Add links and other measurables.
5. Which conversions matter?
Use free and freemium (or perhaps even paid) social listening tools out there that deliver both comprehensive data and insights associated with that data. If your strategy isn’t working, find out why and rework it.
Remember, social conversations depend on social networks. It’s hard to have eyes and ears everywhere, and it’s overwhelming to be listening and monitoring 24/7. While listening, don’t discount anything. If something seems overwhelmingly popular but irrelevant to a brand, monitor it. Find out why before you look the other way.
Posted by Stephanie Robert, Advocate, PR, CorpMedia