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How And Why Does Social Media Listening Matter?

20 December, 2022 5 min read

How and why does social media listening matter?

“A brand is no longer what we tell consumers it is, it is what consumers tell each other it is”
                                                                                                                                                                   (Scott Cook)


In today's digital age, social media has become an essential tool for businesses of all sizes. It provides a platform for companies to connect with their customers, build brand awareness, and drive sales. But with great power comes great responsibility, and businesses must be mindful of their online reputation. This is where social media listening and monitoring come in.

What is social media listening?

Social media listening
Social media listening is the process of monitoring social media platforms for mentions of your brand, products, or industry. It involves tracking keywords, hashtags, and other terms related to your business to get a sense of what people are saying about you online.

 

The goal of social media listening is to identify opportunities and potential threats to your business. By staying attuned to what's being said about your brand, you can address any negative feedback or complaints before they escalate, and leverage positive feedback to drive engagement and sales.
 

Social listening involves tracking and analyzing discussions about a company, individual, product, or brand on the internet. The goal of social listening may vary, but it is often used as a customer intelligence tool to gain insight into how customers perceive and interact with a business. To do this, organizations may use a variety of methods, such as monitoring online customer support forums, using software to gather comments from social media platforms like Facebook and Twitter, or encouraging customers to suggest new product features and vote on their favorites.

A social media monitoring tool can analyze unstructured data by extracting specific keywords and phrases from social networking websites, blogs, and discussion forums, and converting them into numerical values that can be stored in a database and analyzed using traditional data mining techniques.

Listening to social media versus monitoring it

Social media monitoring

While social media listening and monitoring may seem similar, there are some key differences. Social media monitoring is the process of tracking and analyzing data from social media platforms to measure the effectiveness of your social media efforts. This includes metrics such as reach, engagement, and conversions.

 

On the other hand, social media listening is more focused on understanding the sentiment and context of conversations about your brand. It's about understanding what people are saying about you, why they're saying it, and how it can impact your business.

Social monitoring refers to tracking and collecting data about what is being said about a company, individual, product, or brand on social media. It involves gathering information, but may not necessarily involve implementing a specific strategy. On the other hand, social listening involves analyzing the data collected through social monitoring to gain insights and make long-term strategic decisions.

For example, a restaurant may monitor social media for mentions of its new pizza product, and use this data to perform sentiment analysis to determine whether people like the pizza, what they like about it and how long to keep it on the menu. This information can be used to develop a broader marketing strategy and come up with new ideas for future products.

 

Social listening and social monitoring are two related but distinct concepts in the realm of social media.
 

Social listening refers to the act of paying attention to and analyzing social media conversations in order to gain insights and inform your marketing strategy. It involves monitoring social media channels for mentions of your brand, industry, competitors, and related keywords, and then using that information to understand what people are saying about your brand and how to better meet their needs and expectations.
 

Social monitoring, on the other hand, refers to the act of tracking and measuring the performance and reach of your social media activities. This typically involves using tools and metrics to track the number of followers, likes, comments and shares your content receive, as well as the reach and engagement of your posts and campaigns. Social monitoring can help you understand the effectiveness of your social media efforts and identify areas for improvement.
 

In summary, social listening involves paying attention to and analyzing social media conversations to gain insights, while social monitoring involves tracking and measuring the performance and reach of your social media activities. Both are important for success on social media, but they serve different purposes and involve different activities.

How can social media success be achieved by listening?

Social media success through social media listening

Social media listening is crucial for businesses looking to succeed on social media. By staying attuned to what people are saying about your brand, you can identify opportunities to improve your products or services and address any potential threats to your reputation.

 

For example, if you notice that a particular product or service is receiving negative feedback on social media, you can take steps to address the issue and improve customer satisfaction. On the other hand, if you see positive feedback, you can leverage that feedback to drive sales and engagement.

Listening is important for social media success because it allows you to understand the needs, wants, and concerns of your audience. By actively listening to what people are saying on social media, you can create content that resonates with them and addresses their specific concerns. This can help you build a strong and engaged community of followers who are more likely to share your content, interact with your brand, and ultimately support your business goals.

 

In addition, listening on social media can also help you identify trends, gather feedback, and gather insights that can inform your marketing strategy and improve the overall customer experience. By paying attention to what people are saying about your brand and industry, you can get a sense of what is working well and what areas need improvement, and use that information to make more informed decisions about your social media strategy.
 

Overall, listening is a critical part of social media success because it helps you build stronger connections with your audience and create content that meets their needs and expectations.

Why should your business invest in social listening?

Benefits of Social media listening

A social listening strategy can help your business in a number of ways. Some of the key benefits of implementing a social listening strategy include:

 

1. Improved customer experience: By listening to what your customers are saying on social media, you can get a better understanding of their needs, wants, and concerns. This can help you create content that resonates with them and addresses their specific issues, leading to a better overall customer experience.
 

2. Increased brand awareness: By monitoring social media for mentions of your brand, you can get a sense of how people are talking about your company and what they think of your products or services. This can help you identify areas for improvement and opportunities to increase brand awareness.

3. Enhanced reputation management: Social listening can help you identify and address any negative sentiment about your brand, allowing you to proactively address any issues and protect your reputation.

 

4. Enhanced product development: By listening to what your customers are saying about your products and services, you can gather valuable feedback and insights that can inform your product development efforts and help you create more relevant and valuable offerings.
 

5. Improved marketing strategy: By tracking and analyzing social media conversations, you can get a sense of what is resonating with your audience and what isn't. This can help you refine your marketing strategy and create more effective campaigns.
 

Overall, a social listening strategy can help your business better understand your customers, improve the customer experience, enhance your reputation, and inform your marketing efforts.

Vishnu Sharma

Vishnu Sharma

CEO at Coder Value Pvt. Ltd.

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