Brands can use social listening to monitor, evaluate, and react to conversations about them on social media. It’s an important part of audience research.
If you’re not employing social listening, you’re missing out on a lot of valuable information.

When you use social listening, you monitor your social media channels for brand mentions and conversations. Then you examine them for clues that will allow you to take action.

What is Social Listening?

Social listening entails examining conversations and trends not only about your company, but also about your industry as a whole, and applying those insights to improve marketing decisions.

Not simply when people are tagging or discussing your brand, social listening can help you understand why, where, and how these conversations are taking place, as well as what people are thinking. This aids in the creation of future campaigns, the improvement of content strategy and messaging, outpacing your competitors, the development of an effective influencer program, and even the formation of more impactful brand alliances.

Comparing Social Listening & Social Monitoring

Monitoring tells you what’s going on, while listening explains why.

Social media monitoring simply entails looking at metrics like brand mentions, relevant hashtags, competitor mentions, and industry trends, and collecting data on them. Social media monitoring is useful for things like tracking ROI and A/B testing campaigns.
When you act on the information you’ve gathered, you’ve started the process of social listening.

Whereas social media monitoring considers metrics such as engagement rate and the number of mentions, social listening considers the mood behind the figures.

This will assist you in determining how people see you and your competition. It’s not simply about keeping track of how many times your brand is referenced.

The most important thing to remember is that social listening is both forward and backward-looking. It’s all about understanding the data you gather and applying it to your strategy and daily activities.

Why Is Social Listening Important?

If you don’t employ social media listening, you’re missing out on a lot of useful information.

You may be overlooking a key piece of information about your brand that is currently being discussed. You’re curious about what others are saying about you.

Your customers are communicating with you about what they want from your business. If you care about them, you should look into the insights that social listening can provide.

Here are a few examples of how social listening might assist you:

  1. Interact with customers: Social listening allows you to interact with your customers regarding your business.
  2. Handle crises: Engagement is beneficial but only when it is accompanied by positive social sentiment.
    You can track that sentiment in real-time with social listening. You’ll be able to observe which postings are working for your brand and which aren’t.
    If you’re getting a lot of positive feedback, try to figure out why.
  3. Keep an eye on your competitors: Social listening entails more than just listening to what others have to say about you. You should also find out what they have to say about your competition. This provides crucial information about your place in the industry. You’ll also get real-time updates on what your competitors are up to.
  4. Identify pain points: Listening in on industry conversations can reveal a wealth of information about what’s working and, more crucially, what isn’t for your customers. This data is priceless for your product and marketing teams.
  5. Find new sales leads: Social listening aids in the development of relationships with potential consumers in your industry, which you can then nurture into social selling relationships. Make contact, create a bond, and share useful information. When it comes time to make a buying decision, this will assist establish your brand as the greatest resource.
  6. Identify influencers and supporters: Listening in on social media conversations about your sector will help you figure out who the key players are. This is a crucial group of people to connect with. They have a significant impact on how their followers and fans see you and your competition.

    You’ll also come across people who already adore your company and are raving about it on social media. These are genuine brand advocates. Make contact with them and see if there are any prospects to collaborate.

Getting Started with Social Media Listening

Here’s a list of critical keywords and topics to keep an eye on right away:

  • Your business’s name and social media handles
  • The name(s) of your product, considering possible spelling mistakes.
  • The brand names, product names, and handles of your competitors
  • Industry lingo
  • Your tagline as well as that  of your competitors
  • Names of key personnel in your business and that of your competitors
  • Keywords or ad names
  • Hashtags that are associated with you and those that are associated with your competitors
  • Hashtags that aren’t trademarked but are relevant to your industry

5 Social Media Listening Pointers

  • Listen everywhere online.
  • Take notes on what your competitors are doing
  • Work together with other teams
  • Adapt to the changes
  • Be proactive.

Some Social Media Listening Tools

  1. Audiense
  2. Hootsuite
  3. Synaptive


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