Social listening--that along with content marketing and social conversions--is a buzz term trending in the digital marketing industry as of late. If you have been actively evaluating your brand’s marketing strategy, it’s likely that you’ve heard that you should be implementing social listening as part of your digital marketing strategy, but do you know how to accomplish that?
There are a few different ways that social listening can benefit a business, from building customer engagement and brand awareness to executing direct, targeted advertising. When done correctly, it can successfully integrate social media into one’s marketing strategy with a high return.
Brand Awareness/Brand Management
Reputation management is a large part digital marketing strategies. As Intuit co-founder Scott Cook mentions, “a brand is no longer what we tell the consumer it is--it is what consumers tell each other it is.” Because of this, it’s important to be aware of what is being said about your business, showcasing the positive and remedying the negative. Social listening across all social media platforms can accomplish this. Setting Google alerts for your business’ brand name or specific product name can help narrow down articles and blog posts when searching for new third-party buzz around your company.
Conducting a competitive analysis for a brand’s marketing purpose is nothing new within a marketing strategy, but the ways in which a business can do it has evolved tremendously in the past 10 years. Social listening tools can help amplify and speed up the process of thoroughly analyzing your competitors, as well as reduce the resources and financial spending needed to gain an understanding on where your business stands against the competition. Social listening can help a business understand a competitor’s voice, brand awareness, and positioning (both first-person and third-party).
Living in a real-time world has its benefits and its downfalls. News and trending topics change rapidly. Because of this, as a business it can be hard to pick up on and capitalize on trending topics that relate to your business if you don’t know when they are occurring. Social listening can help in that regard. Setting up filters for categories and key phrases related to your business, product, and/or service can allow for instant notifications when it comes to what’s on-trend.
It can be difficult to sift through the chaotic, fast-paced conversation that takes place on Twitter when it comes to finding potential consumers. Certain tools, like SocialCentiv, can cut through that noise and provide you solely with tweets involving conversations relevant to your brand and/or service. Even more so, SocialCentiv’s software can limit those relevant tweets to ones within a specific radius of your business’ location.
But just because a Twitter user mentions ‘pizza,’ it doesn’t mean the conversation is necessarily relevant. This is where SocialCentiv goes above and beyond when it comes to social listening, allowing negative keywords to eliminate the unnecessary conversations that are not beneficial to the client.
Consider adding terms that are related to your business, industry, and products your business offers. Tools like the previously mentioned SocialCentiv, can find real-time, relevant conversations that include any and every tweet mentioning specific keywords. This comes in handy when other methods don’t provide an all-inclusive, multi-product alerts. Your team may be already listening for conversations including “Bob’s Coffee” but do you know if they are talking about the “Sweet Nectar” frappuccino? SocialCentiv can help you follow all of the brand names and slogans related to your business on Twitter, so you don’t miss a single opportunity to build and engage with consumers online, as well as gather feedback for growth purposes.
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