What is a social media listening strategy?
Whether you’re just getting started with listening on social media or you’ve had a strategy in place for a while, it’s never too late for tips on how to get more value from regular social listening practices.
Here are some tactics for listening on social media that can help you build stronger connections with the customers you already have, and grab the attention of new ones.
Listening on social media – Customer Support
Brand sentiment on social media is directly impacted by the effectiveness of a brand’s customer support process. A brand’s top priority should be addressing and resolving every customer concern as quickly as possible. If you aren’t listening on social media for support-related mentions across social channels, you risk overlooking negative conversations that, if unanswered, may explode into larger problems. Customer support listening doesn’t have to focus entirely on negative conversations. Customers often share positive experiences too, often without tagging a brand. Twitter actually found that when airline brands respond to users’ customer complaints promptly and helped rectify the issue, 82% of users shared that positive experience with others.
Competitive Social Listening
Listening to competitors across social media channels is crucial to a brand’s overall social listening strategy. Competitive listening helps you build a complete picture of conversations in your industry as a whole. It also sheds light on the kinds of content competitors are producing. To ensure accurate competitive listening, your search queries should have a balance of keywords pertaining to all brands being monitored. If your search queries are set up disproportionately in your favor, you ’ll end up with inaccurate insights. You’ll also miss out on juicy conversations from your competition. Consistently monitoring your competitors’ social media activity keeps you in tune with industry and consumer trends. And it gives you the agility to adapt quickly to inevitable changes and stay ahead of the game.
“Life Events” Social Listening
Social media users (and humans in general) love to complain. Rarely do they expect solutions to appear out of thin air. So how excited do you think they get when it happens? A “life event” refers to users posting directly or indirectly about situations that involve a product or service. For example, a customer might tweet that they’re tired at the office, and a coffee shop could delight the customer by reaching out individually to solve this “problem” with a 50% off coupon.
Interactions like this can turn users into customers, and customers into advocates. Customer advocacy can have a huge impact on your brand: 78% of people say that recommendations from family and friends influence their purchase decisions. If you include “Life Events” in your social listening, you’ll have more chances to engage directly with potential customers. And you can do this in real-time, offering solutions and helpful content that could lead to conversions.
Content Social Listening
Social media revolves around real-time content, so that’s what engaged brands need to provide. However, many brands find the content generation process to be time-consuming and pricey. A great way to crank out more content without breaking the bank is by supplementing original brand-created content and co-created content (from brand partnerships) with curated content. Curated content is content sourced from social media users, including text, images or videos. Listening on social media is a fantastic way to discover powerful, engaging content created by customers that didn’t tag the brand in their post. Users are often thrilled to give brands permission to their post, but brands must take legal measures to execute an official outreach process, and credit the author by tagging them in the curated post. This way, the author is way more likely to promote the branded post of their original content.
Influencer Social Listening
Making connections with influential social media users can work wonders for brand awareness, trust, and social following. To start, your brand should develop an influencer strategy to engage and nurture influencer relationships, much the same as you’d do for customers on social. Next, have patience. A rushed offer can be unappealing without familiarity and trust to back it. In general, influencers want to work with authentic brands that share their values. After establishing your strategy, decide on criteria that qualifies a user as influential for your brand. This could be the number of followers, engagement levels, types of content, or industry thought leaders. Relationships forged through influencer listening can open doors to exciting content opportunities and a more actively engaged social audience.
You may want to read How to use social listening for business
A smart approach for listening on social media can enhance your brand presence on not only social media, but other online marketing channels too. With all that knowledge gleaned from social media, you can spruce up your emails, ads, and website with messaging that resonates deeply with prospects, and through this, you can not only acquire more customers but build lasting connections. Use social media listening tools to achieve this goal.
With BirdEye, it’s easier than ever to get new authentic customer reviews, building trust that leads to more sales. In today’s reputation economy, BirdEye social media listening platform provides the eyes, ears and algorithms necessary to create the five-star customer experiences that keep your business at the top.