How to use social listening for business

Dhiraj Nallapaneni

4 min read Last Updated Dec 9, 2019

Don’t get caught making common social listening mistakes. Extracting relevant content from social media platforms can be a discouraging task. However, done correctly, social listening can help you engage with your customers more efficiently. For that reason, social listening maybe one of the best ways to understanding what your audience is saying about you. It is very important to know on how social listening can be used for business, but before that let’s decode –  social listening.

What exactly is social listening?

Social listening is the process of monitoring conversations of your potential and established customers on social media platforms. Understanding what they’re saying about your brand and about the industry can help you build a better product or service. Consequently, you can address customers’ complaints before they escalate and even gain more customers for your business. 

Why should you care about it?

Tracking what consumers are saying about your business on social media is the key to building an effective marketing strategy. As a result, this genuine data can help you plan your next business move to gain more customers.

how to use social listening

Common social listening mistakes that you shouldn’t make

Social listening is an extremely important part of building an effective marketing, sales and product strategy. There aren’t any benchmarks for listening correctly. And there is no “right” or “wrong” way to listen.  Here are some common social listening mistakes to avoid:

1)  Listening too much

Reading every interaction that’s made on social media can make you crazy. Focus your time and energy on capturing data that’s relevant to you at a given moment. For example, if you own several pizzerias and suddenly the revenue from one pizzeria drops, focus your effort on comments your customers are making for that location. 

2)  Not having any listening strategy

Above all, social listening should help you understand what your customers think about your products or services. In order for your listening campaign to bring results, focus on what you intend to gain. Do you want to understand customers’ sentiments towards your brand? Is customer feedback related to your latest product important to you? Are you trying to get insights on your competition? 

3)  Not using it for customer service

In our current social-media driven environment, customers want your business to listen to them on whichever platforms they choose. Listen to your customers or they might feel that you don’t care about their experiences. By simply ensuring that your customers’ concerns are addressed on social media, you are building a credible image for your brand. 

4)  Not listening to your competition

Certainly, the beauty of social listening is that it allows you to keep track of  your customers’ comments and the comments of your competitors’ customers.

If you’re not listening to your competitors’ customers, you won’t be able to have an advantage over your competition. Therefore, including competition analysis in your listening strategy will enable you to better understand the complaints of your competitors’ customers.  This method will  assist you in building a better service that attracts more customers.

How social listening can be used

An effective social listening strategy can help you address customers’ concerns, drive actionable insights, build better products and services, and help you gain an advantage over your competition. How to use social listening – If you’re looking for a solution that lets you do all of this with ease, sign up at BirdEye as its comprehensive online reputation management solution, that includes a state-of-the-art natural language processing engine, lets you listen effectively to your prospects and customers on social media channels.

Social listening strategy is the process of monitoring social media channels for mentions of your brand, competitors, product, and any other ideas or themes that are relevant to your business. The next step is analyzing that information for actionable insights.

It doesn’t matter how great your brand is if consumers don’t “get” you or your messaging. If perception is reality (and it is), a killer brand identity is crucial to your success. Use social listening strategy to nail it down. Who are you talking to? Yes, it’s your brand, but choosing an identity consumers care