What is social listening and why it matters?

Jan. 28, 2019, 1:03 p.m.

1 Answer

Feb. 4, 2019, 12:40 p.m.

Social listening is the key to every audience research. By simple words: it is the process of tracking and monitoring online conversations around the specific industry, brand, phrases, topics, and keywords and discovering new opportunities to create new products or content for those audiences. Social listening helps to identify customer pain points and surface feedback.

Why does social listening matter?
Tracking any mentions and notifications about your brand allows to create an engagement strategy and identify any blind spots you should work on. Here are some benefits that you can gain from social listening:

1) Prioritize and evaluate feedback from the audience
That knowledge helps you to create better offerings, content, and advertisements for your target groups.

2) Identify your advocates
You can quickly get the sense of who the important, natural advocates and influencers are. You can simply connect with them and get the opportunities to collaborate with them. More followers guaranteed.

3) Learn what people think about you
It is an essential part to get the insights into where you fit in the marketplace and analyze if your content and social messages express what people think about you. You can also use it to check how you stand out from your competition and learn what they are doing in real-time.

4) Improve customer engagement
Engaging in audience’s conversations about your brand has never been that easy. If you know what where and when people talk about you, you can simply provoke other conversations.

5) Modify your marketing strategy in real time
It also helps you to identify the sources of positive and negative social sentiment as well. Your customers share a lot of useful information about what is good and what is bad about your company. That knowledge helps you get to know what changes are you supposed to make across various channels.

There are many tools that are made only for a social listening purpose. It doesn’t have to be a tiring job – everything can be automated.