How Social Listening Helps Businesses Remain On The Cutting Edge Of Their Industry

How Social Listening Helps Businesses Remain On The Cutting Edge Of Their Industry

Big Fish Local supports many businesses with social media management strategies

Social listening strategies can dramatically impact your brand’s digital marketing analytics!

Big Fish Local supports many businesses with social media management strategies

 

Social listening is undoubtedly a must-do digital marketing strategy for all brands in 2021, and now may just be the time to implement this type of social media management strategy if you haven’t already done so.

Understanding what social listening is and how it informs analytical strategies can help you be on top of your industry’s buying trends, and ultimately strengthen your overall brand awareness and customer satisfaction. We Are Social data has shown that about 49% of the entire world’s population is on social media of some kind, and we all know that social media is one of the best ways to actively reach out to your target audience.

But what business leaders need to understand is that social media is a two-way conversation and not just a brand shouting out messages like on a megaphone, and social listening involves strategies to make the very most out of these two-way conversations within your digital marketing decisions!

 

What Exactly Is Social Listening?

 

A common example to explain social listening would be if a brand posts a somewhat controversial meme or post to their Facebook page, and then obtains a lot of engagement. Some may consider this engagement to be a success, but if the engagement is in any way negative then you’ll of course have a serious problem on your hands!

So the concept of social listening means going past your social media numbers and utilizing a whole array of consumer insights, behavior tracking and other data to develop a social media strategy that grows your brand’s voice in a way that can provide tangible digital marketing results.

And one of the biggest steps towards properly developing your brand’s voice is to nurture all of the multi-faceted conversations your brand is having with your target audience.

 

Understanding The Differences Between Social Monitoring And Social Listening

 

A lot of business leaders get confused when they try to differentiate social listening from all of the other social tracking efforts that they’re currently doing.

Social monitoring refers to traditional social media analytics, like numbers of likes/followers and post performances. Social listening goes much further than this initial conversation by honing in on the overall quality of your audience interactions and what/how they’re saying things online about your brand. Social listening is rooted in brand perception and consumer behavior, and some of the things that social listening will take into account include the following:

 

  • Emotion: This goes into understanding how exactly people are talking about your brand on social media, and the feelings that these conversations are evoking in your followers. You’ll need to understand what type of content your target audience would prefer, and then develop your content strategy towards these specific emotions. When you understand the type of emotion that most influences your social media followers, you can then better ensure that your brand is being more engaging and gaining more consistent insights.

 

  • Mood: It’s important for business leaders to understand their brand’s overall mood, and then monitor how their target audience responds to this mood. It’s common for a brand’s social media mood to be a little different as compared to their traditional marketing mood, and your brand’s mood could possibly be changing between social media platforms as well. Social listening will help you better understand what mood/tone is best for you and your target audience, and can subsequently help you refine your content efforts.

 

  • Sentiment: Sentiment has a lot to do with how you can measure your brand’s overall audience perception on social media, and many social listening tools can provide you with the resources that you’ll need to adequately track your target audience’s sentiment towards your brand.

 

  • Action: This is possibly the biggest difference that business leaders need to keep in mind when differentiating social monitoring and social listening. It’s of course important to consistently track your social media data, but developing effective strategies around these insights is how you’ll ultimately reach your goals towards creating more meaningful audience conversations.

 

Why Exactly Should Social Listening Be Implemented Within Your Company’s Digital Marketing Analytics Strategy?

 

Social listening helps provide the reasons for your social media metrics, which goes a long way in supporting your business team’s efforts to properly refine and align your social media efforts towards benefitting your brand’s future success. Predictive analytics will undoubtedly go a long way to support your social media metric tracking, and these types of insights will support you as you’re trying to better understand your target audience’s consumer behavior and future decision potentials.

Being able to predict your target audience’s future behavior is of course a lot easier said than done, but this type of mindset is exactly what keeps companies on the cutting edge of their respective industries!

The following are some common benefits associated with social listening:

 

  • Tracking Engagement: Social listening will help you answer why certain social media posts are getting more engagement than others. Deciphering certain engagement trends will help your team better understand which emotions are driving your followers towards likes, comments and general responses; and vice versa.

 

  • Competitive Analysis: Social listening goes a lot further than simply understanding what your target audience is saying about your brand, because it also strongly entails researching what people are saying about your top competitors. Understanding what your competitors are doing well is a huge part of a competitive analysis, and you should also take note on what your competitors are doing wrong.

 

  • Managing Industry Issues With Your Target Audience: Social listening can help your team be ahead of certain problems that are permeating throughout your industry, and this means that you’ll be more prepared to respond to these types of issues in a timely manner. There are plenty of scenarios in which a brand’s followers are concerned about a particular issue before a business team is, and social listening can support your team’s efforts to more efficiently prepare your content and overall response to these types of pressing issues. The proactive nature of social listening will better ensure that your brand is the consistent voice that your followers rely upon.

 

  • Lead Generation: Social listening makes lead generation so much easier, because your audience will essentially be coming straight to you with the insights to help you refine your lead generation strategies. Utilizing social listening tactics can help you better understand the type of information that your target audience wants, which you can then provide them.

 

  • Content Development: The hard truth that a lot of business leaders need to understand is that their followers on different social media platforms are likely to want different types of content. For instance, your Instagram followers are likely to be pretty different from your LinkedIn page; so it goes to show that you shouldn’t always be posting the exact same content on each platform. But when you start listening to your followers on each platform and measuring each dataset separately, you can then develop a more customized content strategy that is specifically tailored to each unique social media audience.

 

5 Ways To Optimize Your Analytics Via Social Listening

 

Social listening will undoubtedly go a very long way in helping you identify new trends that are relevant to your brand, and what you’ll find out is that social listening data can be directly combined with the rest of your digital marketing metrics to develop valuable insights.

But of course developing a social listening strategy can be pretty difficult when you don’t know where to begin, so here are 5 actionable steps to jumpstart your social listening efforts:

 

1. Utilize The Best Keywords

 

Keywords are fundamental towards your web page ranking strategies, as well as your social listening plans. Keywords help you better understand how your target audience and social media followers are talking about your brand, and sometimes businesses simply need to start small and hone in on brand/product names and other types of popular hashtags that are relevant to your company and competitors.

 

2. Developing A Unique Strategy For Each Social Media Platform

 

We mentioned this earlier, but you should ensure that your content is at least a little bit different on each social media platform. This is mainly because your content should always be getting to the emotional heart of your target audience’s unique needs, and the best way to do this is to track the behavior of your followers and better understand what each platform’s followers want.

 

3. Adjusting Your Brand’s Voice

 

When you’ve obtained a thorough understanding of each platform’s best emotional drivers, you’ll then want to make some slight adjustments to your brand’s voice/tonality to better suit each platform’s unique variations.

 

4. Understanding Your Team’s Social Listening Goals

 

There of course are many different goals that your business team may have for your social listening strategy. You could be looking to identify potential brand ambassadors and influencers to support your social media efforts, or maybe you’re looking for feedback on new products/services.

But it goes to show that your team should have a good understanding as to what exactly you want to obtain from this type of analytical data, which can then help you better understand which metrics are most important to you.

 

5. Utilizing High-Quality Social Listening Tools

 

There’s no doubt about it that social listening platforms and software have improved dramatically in recent years, and these programs are now more affordable than ever! The following are a few social listening tools to keep in mind:

 

 

These social media management programs are very useful, but your best bet towards long-term social success is to team up with experienced industry experts; and that’s exactly where the SocialFish specialists at Big Fish Local come in to make your social listening efforts much more seamless and efficient!

 

Reach Out To The Social Media Specialists At Big Fish Local To Learn More About How We Utilize Social Listening Within Your Social Media Management Strategies!

 

Big Fish Local has supported countless companies throughout the United States and abroad when it comes to bringing their social media efforts to a new level, and social listening is a big part of how we develop your social strategies beyond what you’re more than likely already doing.

So feel free to reach out to us online or call us at 614-945-4544 to get in touch with our social media experts, and let us know how we can support your social efforts!

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