Applying Social Listening to your Marketing Strategy

Social listening is an often overlooked but effective way to build smarter, well-informed communications strategies.

Put simply, by listening to the conversations taking place on social media; brands can gain invaluable insights into the wants, needs and interests of their customers.

Now an invaluable tool for businesses, social media provides an easy way to reach potentially large audiences quickly and respond to customer inquiries and complaints promptly. However, in order to effectively harness its reach, businesses must build smarter, more informed communications strategies based upon the comments and discussions taking place online.

Social listening is different to simple social monitoring – a process which simply flags up when your brand is mentioned. Social listening takes it a step further and monitors the conversations themselves to provide a clear image of brand perception both among customers and in comparison to your competitors.

In short, it can give you a competitive edge and allows you to sculpt your marketing message around what you know is being discussed.

For example, if a business notices a particular type of customer is complaining about a specific product feature, the organisation can use that feedback to create a communications strategy that addresses and deals with those specific concerns as well as use the feedback to create a superior product or service that meets those customers’ needs.

In addition, they are able to monitor the progress and feedback on their competitors. Effective use can ensure they remain both one step ahead and capitalise on their rivals’ shortcomings. Again, the information gleaned from social listening needs to feedback into an overarching marketing approach.

A real-world example of a social listening strategy being implemented effectively is Fitbit’s ‘Reminders to Move’ feature, a notification that informs customers of the wearable devices to get up and move in order to hit their exercise goals, was added to a range of its products after being suggested by a segment of Fitbit’s audience.

Customers responded to the implementation of this feature positively, with a number of users commenting on their social platforms.

By showing an appreciation for, and understanding of customer feedback, user engagement and the power of an online community, Fitbit was able to leverage social listening to its benefit, both in being seen to respond to concerns and improve the product

To get started with your own social listening strategy, it is crucial first to identify the channels and conversations that are most relevant to your target audience. This should include popular social media platforms such as Twitter, Facebook, Instagram, and LinkedIn, as well as forums, blogs, and other online communities. Once these channels have been identified, you can begin monitoring them for relevant conversations, keywords, and topics related to your desired industry or product.

Take time to fine-tune the manner in which you are monitoring the various social channels to ensure you are getting the most reliable gauge of opinion.

Finally, social listening can also be used to identify potential influencers and brand advocates. By monitoring conversations about the brand or topic, businesses can identify individuals who have a large following and seem to have a positive opinion of the brand.

They can then use those influencers and advocates to help spread their message and reach a wider audience.

Get it right, and social listening can prove a highly effective part of your overall marketing and communications strategy.