It is vital to building a robust social media presence and reputation for your brand to stand out from competitors and build better brand awareness. It all starts with proper research and homework. You need to understand your audience, the brands and people they follow, the content they like the most, and conversations they are participating in online across several social media sites.
This is where social listening comes into play. It helps you a lot in understanding your audience, not only to improve your customer experience and marketing efforts but to increase social selling, brand awareness, and customer service as well.
Here the guide is intended to discuss the importance and application of social listening in brand marketing.
What is Social Listening?
Social listening is a process of monitoring social media sites for mentions and conversations related to specific keywords or topics.
For brands, social media listening is all about tracking and monitoring conversations around their names, direct mentions, and customer feedback. However, competitors to gain useful audience insights for effective reputation management and improvement across social media platforms.
This is where you track mentions and conversations related to your brand, products or services on different social sites. You can also analyze them for insights into what strategies you can develop to improve marketing efforts and user experience. That’s why! an infallible social listening strategy must be in digital marketing activities to understand audience and act accordingly.
Why Social Listening is Important in Marketing?
With help of a vigorous social listening strategy, you can:
- Understand the Audience: Social listening helps you gain insights into the content, audience enjoys, and what conversations they’re participating in. This can guide you to create content that resonates with them and stay updated on current trends in your industry.
- Improve Customer Experience: You can directly engage with them and address their concerns, enhancing their overall experience with your brand.
- Increase Social Selling & Brand Awareness: Active monitoring of brand mentions and conversations leads to better engagement with your target audience.
- Monitor Competitor Activity: Social listening allows brands to keep a close eye on competitors, understanding their strengths and weaknesses.
- Crisis Management: When negative sentiments arise, social listening helps brands respond swiftly to prevent reputational damage.
Reasons to Start Using Social Listening for Your Brand
When you are able to access and monitor conversations and public mentions about your brand across social media channels, you can utilize that data to utilize and improve marketing and growth hacking strategies effectively.
Below are some solid reasons to use social listening for your brand and how it can benefit you in many ways.
1. Brand Reputation Management
Companies need to ensure that the customer experience they provide is harmonized with their brand reputation. And any disharmony between these two can cause abnormal losses to a brand or company.
Social listening allows brands to track and monitor direct mentions and conversations to see what people are talking about their products or services. As a result, you can interact and engage with your customers in the best way possible to listen to their queries and address any issues as faster as possible.
2. Competitor Analysis
Social media listening is one of the best ways to understand how your brand benchmarks against your competitors in the industry.
The information and data gained from competitive analysis will make you see where your brand needs to improve areas like customer service, brand reputation, customer experience, and more.
3. Customer Engagement
More and more brands are using social listening as an integral part of their marketing strategies. The active monitoring and listening to your customers aid in understanding:
- What they have to say about your brand?
- How you can improve business processes to keep them engaged?
When you access direction mentions and conversations about your brand, you can take part in those conversations or start new conversations to bring your customers and target audience together.
4. Find and Fix Experience Gaps
Social media listening provides you with a stream of honest feedback and customer reviews that you can use to identify customer experience issues and get them fixed to eliminate the experience gap.
You can actively monitor and listen to what issues your customers are facing and how you can address those issues to improve customer experience.
Top Social Listening Tools
You can do social media listening manually, but it will be much more time-consuming and less effective. With the right social listening tools, you can effectively track brand mentions and conversations around the brand name, specific keywords, phrases, and terms that are relevant to your brand and industry.
Some tools also collect mentions and conversations from the entire web.
- Brandwatch
- HubSpot
- Tweetdeck
- Buffer
- Brand24
- Sprout Social
- Keyhole
- Hootsuite
- BuzzSumo
Final Verdict
Social listening is the best way to gain insights into your target audience, competitors, and industry. This allows you to better understand the audience, create quality content that people love to receive, and make informed decisions regarding business development and marketing strategies.
It provides a deeper understanding of your audience’s needs and behaviors. This further leads in helping you refine your marketing strategies and improve customer engagement.
