The concept of Social listening may be new to you as a marketer BUT I can promise that it isn’t new to you as a consumer. Let’s take a look at social listening from that perspective.
Let’s look at X channels
for content strategy
for product research
Start Social Listening For Your Brand First
Before you look at your competitors’ have your own things in order.
Once you start social listening for your own brand, you’ll find some insight into some valuable questions
Find the questions your customers ask the most.Make and FAQ page or even a chatbot flow to answer questions at a much larger scale.
Find common issues in the customer brand experience. Find ways to have less friction to the customers talking to you about those issues while you solve them.
Figure out what your customers love about you. Use that info to make ads, products and content you know will resonate.
Are people positively or negatively mentioning your brand. For the negative, sort if those are issues with your social media presence or some other part of your organization.
Social Listening To The Competition
Your competition is only as good as their audience says they are.
How well do you know your competitor’s audience?
What is your share of the audience vs theirs?
Are their customers unhappy with their product. Can you create a better product or even BRAND EXPERIENCE?
Does their content engage more than yours? Why?
What new products are they offering. Find out how people feel about them and then out maneuver the competition.
See the following table on the breakdown of luxury hotels. If you had to compete against these big names, wouldn’t you want the insight to take advantage of any shortcomings.
The point is to take the time to shadow the data of your competitors. Find the most engaging topics and use them to your competitive advantage to gain the upper hand.
Look at keywords, hashtags, etc. Analyze leading phrases and Then dig into each specific leading phrase to figure out why they are so popular.
If I know more about your audience than you do, how long do you think you’ll have pull on that audience.
Social Listening To your Niche
Social listening puts you ahead of the curve of industry trends. By paying attention, you can get a sense of where your market is going. This allows you to create products, content and general messaging ahead of your competition and market trends.
Keep an eye on anything that could disrupt the industry. These are things that the audience starts talking about out of nowhere and en masse.
Pay attention to social issues if they’re relevant to your brand.
Find holes that a new product, customer experience or business model can solve.
Look for common questions to create content your audience needs as this will point their attention to your company.
Consider how professional sports teams consistently scout ahead and find hidden talents to fill their ranks in the drafts. With social listening, they can find those people before anyone else.
Social Listening For Campaign Planning
Brands can come up with any number of slick plans but without a means of consistent measuring the health of those campaigns the marketing efforts will be mediocre at best. How are you going to build and improve if you don’t know where to start?
Things to track:
Impressions and Engagements from your posts.
Sentiments of your campaigns and ads.
Are there influencers talking about your brand?
Does a certain demographic engage more than others.
What are the positive and negative themes from your campaigns?
You can then break down all of these insights by:
Social Listening For Content Planning
Put simply, give people content they genuinely want and they will engage and share it more. This begs the question of “how do I know what is going to work and what to avoid”
Lots of people research keyword volumes or trending topics to do their product research. Social listening allows you to see the conversations and topics before they become popular searches, allowing you to make moves your competition won’t be able to keep up with.
Each social channel is a different segment of the audience who will engage with a different TYPE of content. It is your job to sort that and give people what they want!
Social Listening For Product Research
What happens when it’s time to develop another product? It could be an accessory to a winner, a new product because another one failed or another line entirely because you found a hole in the market.
The art of social listening is where you’ll be able to find products or services that your audience may be starving for. Wouldn’t that put you way ahead of your competition if your competition is only paying attention to online product filtering tools and Alibaba?
People love to piss and moan on social media about their issues or share happy moments in their lives for the dopamine kick that comes from external validation. Smart companies monitor these channels and use the data to reveal changing customer sentiment to sat ahead of the market with new product offerings.
Stop selling your audience your product and instead let them buy what they’re asking you for.
Track what customers are saying about certain product lines.Scale the winning lines and kill the losers.
Track conversations about competitors. Read between the lines about what their customers want but they aren’t providing.
Track niche conversations. What are customers across the niche talking about that you could easily bring to market?
Social listening tools like Hastagify.me and SimplyMeasured from Sprout Social provide keyword and hashtag monitoring tools to keep tabs on all this info from one spot.
Even finding one single nugget of information on how to move your product forward offsets the time and cost spent on social listening.
I hope this article helped open your eyes to the power of social listening, and I look forward to hearing what you think in the comments.