Everyone involved in business knows how it is important to build brand awareness, gain a reputation, and become a household name. And you are unluckily to reach these goals without connecting to your audience.
Will you be able to grow your business disregarding and leaving behind consumers’ interests? Is it possible to generate an appropriate offer without listening to your clients? If your answer is “yes”, you must be too optimistic about your activity and too ignorant about hidden pitfalls. How many times did you hear and repeat the expression “listen and think before speaking”? But did you really give it a strong sense? And have you ever thought about applying this suggestion everywhere, both to everyday life and to business? That’s probably it! The listening process in business is one of the most essential key aspects and its standing point.
Social listening process, general notion
With the growth of social media, it’s becoming much easier to listen to your audience, and social listening process has already turned to be a must in running a business. And if you don’t apply a social listening strategy to your activity so far, you are missing out on useful data, such as what your clients think about your brand, your industry, your competitors, etc. To create a general idea, social listening is a process of tracking social media channels in order to get information on your audience, customers’ feedback, brand’s mentions, discussions, competitors and their activities. It’s not just digital conversation monitoring, it’s a much more profound process including deep data analysis.
The process consists of two steps:
Social networking channels monitoring
First, you should track social networks to search for keywords of your services, business, industry, and rivals.
Data analyzing and taking action
When you have collected all data, you should analyze this info in order to
find how to put it into action.
Generally speaking, the first step is aimed at finding out metrics, while
the second one – at finding root causes. The first step tells “what”, the
second one tells “why”.
Social listening importance
This process is the main part of understanding your clients and their pain points, read further to learn key reasons why it is so important.
Getting necessary data
The strategy creates a client-oriented attitude in the company instead of
making guesses about your clients’ needs and what they speak about. As a
result, you learn exactly what they say. That way, you get the necessary
knowledge about your audience, your rivals, and the industry.
Engaging with your audience
People tend to share their points of view about everything that seems
important to them, start the conversations and want to get responses. Thus, you
can easily engage with your customers, create a positive impression and receive
valuable information that can be used to improve your service and increase
Discovering new opportunities
Have you ever thought that customers can do the work for you? In the social
listening process, they really can. By providing feedback or comments, your
clients can float ideas about what you can do next and direct you to changes
that will open opportunities for you.
Social listening can help you find out the reactions of the clients to the
content, views, mentions, and comments. These data will assist you in
generating highly relevant content matching interests and the needs of your
Tips to improve your listening strategy
out deep monitoring of your business and competitors’ businesses
(including names of products, persons involved, misspellings, acronyms,
and all related keywords).
all mentions and reply to all posts (negative ones first).
a keyword database containing campaign names, slogans, hashtags, and industry-specific
jargon, both yours and your competitors’ ones.
out influencers to cooperate with.
your product according to your customers’ feedback
special tools for social listening (e.g. Awario, Brand24, YouScan,
BrandMentions, etc.), they can assist you in analyzing, monitoring, and
Don’t forget that before you start applying your listening strategy, you
should figure out why you want to listen to your audience. The listening
process is not only monitoring metrics but also analyzing and getting insights
into what your audience wants from your business and how you may properly meet
these requirements. Remember that the process should be carried out for one
main purpose – to take action.