If you have been following a content strategy on social networks for some time, you may have been reinforcing your brand for some time, working on the relationship with your followers and building trust.
However, have you stopped to analyze in detail what feelings users have towards your brand? Social networks not only offer data on the number of likes.
In addition, they provide a large amount of relevant data that you must know how to interpret to make decisions regarding the strategy you are following.
So if you want to outperform your competition (the one that never stops growing), you must implement Social Listening in your strategy to analyze and interact with everyone who talks about your brand on the networks.
In this post, we will tell you everything you need to know about this tactic 😉
What is Social Listening?
This includes mentions of your brand, competition, products and words related to your business. But beware, because it is not about monitoring your brand, analyzing hashtags, mentions or trends (here we would refer to Social Monitoring, the competence of a Social Media Agency ).
Actually, what it is about is understanding what feelings users have about your brand and about your competitors, to transform that information into future actions.
In short, Social Listening is something that will help you understand if you are on the right track with your marketing strategy or if, on the contrary, you should redirect your actions.
Benefits of Social Listening
Thanks to the information you collect with Social Listening, you will be able to anticipate situations. In other words, it will give you the keys to make the right decisions in your marketing strategy.
Imagine all the information you would do without if you didn’t apply this technique… what would be the point of addressing your audience if you don’t listen to their needs and problems?
Social Listening will help you:
- Discover your audience better.
- Know the strengths and weaknesses of your competition.
- Improve customer service.
- Anticipate possible errors and anticipate a crisis.
- Manage the reputation of your brand, measuring the performance of a campaign.
- Identify influencers or brand ambassadors, who are the ones who will always support you.
- Perfect your product thanks to the opinions of users, adapting to their needs 100%.
How to do Social Listening? key tools
One of the factors to take into account with Social Listening is active listening. However, this is not the only one.
There are other relevant actions that Social Listening requires… And they could not be carried out effectively without the help of some tools. These are the two most important:
A powerful tool for monitoring mentions, keywords, and conversations is undoubtedly Metricool .
Use Metricool ‘s Hashtag Tracker to analyze hashtags, keywords or personal accounts on Twitter or Instagram and benefit from its advantages:
- Know who talks the most about the topic.
- Publications that talk more about the subject.
- Related words on the topic.
- Accounts with more interactions in their publications.
With this Google tool you can configure an alert topic such as your brand, sector or product, so that it alerts you with a notification when an interaction is created in this regard.
Although there are also other tools such as:
- Talkwalker: Ideal for measuring the reputation of a brand on networks in the last two years. You will be able to obtain data from what other blogs or reviews say about your brand or product.
- Mention: With it you can receive accurate information when someone mentions you on the Internet. Although it is paid, it has a trial version.
- Brandwatch: This is very useful to analyze the purchase intention of users. But if there is something we like about this tool, it is that it calculates the feeling generated by a brand based on the customer experience.
Tips to do Social Listening effectively
As we have told you, it is not just about active listening, you must carry out strategic and specific actions to carry out effective Social Listening and thus understand what happens on the networks and how it affects you.
1. Identify what information is useful for your brand
Think about what words are useful for your business. In this way, you will be able to take full advantage of the tools mentioned in the previous point.
These are the most important words to monitor:
- Your brand.
- The name of your product (if users misspell it on Google, keep that in mind too).
- Products of your competition.
- Your hashtags and those of your competitors (in addition to those related to your sector).
2. Look at which social networks talk about you
Observe the evolution of the conversations that talk about your brand and in which social network they take place.
Thus, you will know that if there is more noise about you on Instagram, you should focus your strategy on this social network with more content or advertising.
3. Collaborate with other departments
The information you obtain through Social Listening can be useful for the rest of the team (for the sales, communication or customer service department) and vice versa.
Have a fluid communication, since your team may have key questions that you can use to configure it in your social listening strategy.
4. Spy on your competition
Observe what works for them and what doesn’t, and take advantage of that pull to reinforce yourself. Avoid those mistakes and stick with its successful actions to readjust it to your strategy.
Knowing what your audience feels at all times is essential to anticipate possible crises. And it is that the better you know your audience, the sooner you will find their pain point and make them understand that you are their solution.
But this is impossible without a Social Listening strategy that helps you understand what is happening around you and integrate improvement actions into your strategy.