Social listening offers brands an opportunity to track, analyze, and respond to conversations about them across social media. It is a crucial component of audience research. Who, what and when of every online conversation, whether it is about the brand or audience or competitor?

Imagine you own a bakery, a restaurant or were a Baker/food entrepreneur operating out of home. One day while you are baking a cake in your restaurant kitchen, you overhear two customers in line talk about your menu selection.

“I love their pastries,” one says. “Especially the croissants.”

“Yeah, the croissants are great,” the other one replies. “But I’m not so interested in the cookies. Way too dry.”

You begin to wonder, and want to know? Hmm. Does everyone feel this way about the cookies?

So, you start to ask around. Friends, family, erstwhile customers. You hear other opinions about your menu and products. You start to listen. Based on what you hear you start to make changes that people like.

And it works. Once the change is made, telling more and more people helps you. Your customers, who were earlier not such big fans of your cookies are now sending you orders! That is because you just employed a tried-and-true method for brands to engage with their customers and give them what they love:

Social Listening

If you are not using Social Insights yet, there is a world of understanding out there that you have not begun to use for your benefit.

Here is what you need to know about Social Listening

Social listening is when you track your social media platforms for mentions and conversations related to your brand. Then you analyze them for insights to explore opportunities to act upon, to engage your customers and establish a relationship with them.

It’s a two step process:

  • 1: Monitor social media channels for mentions of your brand, competitors, products, and keywords related to your business.
  • 2: Understand and Analyze the information for ways to put what you learn into action. That can be something as small as responding to a happy customer, or something as big as innovating on some products of yours.

At first glance, social listening might seem like social media monitoring—but the two concepts differ in important ways.

Social media monitoring is simply looking at metrics such as:

  • Brand mentions
  • Relevant hashtags
  • Competitor mentions
  • Industry trends

…and collecting data about those metrics and making a note of them.

When you act in response to the data you collected, you begin the process of social listening.

Where social media monitoring looks at metrics like engagement rate and number of mentions, social listening looks beyond the numbers to consider the sentiment and feeling behind the data.

This helps you understand how people feel about you and your competitors.

Understanding how people feel about your brand helps you navigate to keep your marketing and product development/innovation efforts on track. It also allows you to respond right away to positive or negative posts that might have a direct impact on your business.

The main thing to know is that social listening looks forward and backward. It is about analyzing the information you collect and using it to guide your strategy and day-to-day actions.

Have a question? Want to know more of how you can work with the right tools for your brand? Email me at digital@asawarisalwan.in

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