OUR TAKE ON THINGS
Social Media - November 3rd, 2014
Over the past decade, social media has become an integral part of our lives. We can’t live a day without Facebook, Twitter or Instagram. Companies have taken note of this and have realized that social networks offer an opportunity for them to interact directly with consumers.
But they have to go beyond just trying to interact blindly with the general public. Often a more direct road to social success is to engage with customers more comprehensively and methodically – and social listening is the right way to do it.
Conversations on the internet produce massive amounts of unstructured data. Hence, it is important to define your goals for a social media listening initiative that ensures that your voice is heard by the right people in the right sense. Social media listening, also known as social media monitoring, is the process of identifying and assessing what is being said about a company, individual, product or brand on the Internet.
Using a professional listening tool will make your social engagement efficient and effective because it’s much easier to pinpoint results and gain insight on:
• Content ideas • Locations of communities online & offline • Influencer identification
Essentially social listening has become an integral part of the entire customer lifecycle:
Market Overview: With social listening, it is easier than ever for a brand to gather insights that can help them understand a market for a new product or service.
Competitive Analysis: Never before has competitive intelligence been so widely available for businesses. Much like the market overview, social listening can provide clear insights into who your competitors are and what they are doing.
Customer Sentiment: Social listening provides a forum for customers to share their experiences and sentiment for a product or service. Many brands create communities online so that their customer can talk and share their ideas, but the real magic for a brand is filtering that content to better understand how happy their customers are.
Pre-Sales Support: When a potential client is considering a complex purchase, a few of the things they immediately turn to are, content and social media. This is where influence can play a big role, but social listening also has a big impact here.
LISTEN to your customers interactions, INTERPRET their feedback, BENEFIT from intelligence gathering, ANALYZE the context, and then DEMONSTRATE appreciation to your customer to help your brand being a truly SOCIAL FRIEND to your customer.
Many consumer brands like Zappos and Bluehost are known for highly engaged teams that manage, monitor and respond to social queues. This has also been a quickly growing trend in other service industries like air transport and hotels as they seek to build strong communities of active brand evangelists.
Still thinking about whether you should be doing social media listening? Drop in to Kreata Global and we could talk about it over a cup of coffee.