What is Social Listening and Why Is It Important in 2023?
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Social Insights for Digital Marketing
Many of you might have come across the term “social listening,” but do you know the meaning? It is the practice of monitoring internet discussions to learn what people are talking about your company’s products, services, and anything else that may be significant to your company. It has the potential to transform your social media approach completely.
You’re missing out on some of the most valuable data available to help expand your business if you still need to get the social media listening part of the marketing plan in place.
We can only engage with our audience if we listen to what they desire. We will be powerless to assist or affect them. This applies to our personal lives and how we interact with our audiences on social media and elsewhere.
All too frequently, we assume rather than listen. We’re making tactical decisions rather than strategic ones.
What is Social Listening?
Social listening is observing discussions and trends happening not only about your business but also about your market as a whole and then using that information to make smarter marketing decisions.
Social listening allows you to understand why, where, and how these discussions are taking place and what people are thinking—not just when they tag or mention your company.
As a social listening company, this allows you to create future campaigns, better content strategy and message, outperform your competitors, establish a successful influencer programme, and even generate more significant brand alliances.
It is a two-step procedure:
Step 1: Keep an eye on social media for references of your brand, rivals, goods, and business-related keywords.
Step 2: Examine the data for methods to put what you’ve learned into practice. That might be as simple as reacting to a satisfied consumer or as complex as changing your entire brand image.
Social Monitoring vs. Social Listening
These two concepts are synonymous. They do, however, differ.
The technique of gathering publicly available mentions on social media is known as social monitoring. It is the practice of tracking social media analytics to assess the success of your campaign.
- Important goals:
- Campaign evaluation,
- Tracking of hashtags,
- Keep track of brand reputation.
- Avoid public relations disasters.
Social listening encompasses a more extensive range of activities. The practice of comprehending an online discourse is known as social listening. As a result, you may do a sentiment study for your brand. The aim is to gather knowledge to help you better your marketing strategy or product development.
- Important goals:
- Perform a sentiment analysis
- Calculate the approximate reach
- Calculate your portion of the voice.
- Learn the context of a conversation.
The Goals of Social Listening
If you aren’t employing social media listening, you are developing your social listening company plan while wearing blinders. People are constantly analysing your brand and company online. It’s to your best advantage to find out what they’re saying.
If you care about your consumers, you value the insights that social media listening may provide. Here are a few ways social listening may help your business.
1. Recognize and interact with your target audience.
Social media listening allows you to understand better what your target audience expects from your company.
2. Competitive and industry intelligence
Understanding what others say about you is only one aspect of social media listening. You’ll also want to learn their thoughts about your competitors and the industry. This will give you key information on how your brand can fit into the market accordingly.
3. Prevent crises from occurring.
You can track sentiment in real-time with social media listening, so you’ll know immediately if there’s a significant shift in how often people talk about you or the tone behind what they say.
It functions as an early warning system, alerting you to excellent and negative changes in how your brand is viewed online.
4. Fill your funnel
Social listening allows you to discover inquiries and discussions about your sector on social media sites. These are legitimate options for contacting and presenting your company or sharing your expertise.
5. Look for chances for partnership.
Monitoring social interactions in your sector will help you identify the essential inventors and opinion leaders in your field. These are crucial people to get to know.
Many levels of Social Media Listening skills may be used as building pieces. Each phase adds a new sort of social listening marketing to the current listening capabilities that have previously been adopted as part of a company’s social media strategies or techniques.
Here are some techniques that you should know!
a) Basic Listening
The initial tier of social listening entails learning from your audience by reviewing posts, including your customised hashtags, accounts, and pages.
For example, you may pose a question via social media, then “listen” to the comments on your Facebook page, Instagram post, or tweet to get a sense of how people are reacting to specific themes at the time.
At this stage, you’re not searching for in-depth audience knowledge. It is only possible to examine the profile of every person who interacts with your material if you work 24 hours a day, seven days a week. As a result, this data does not assist you in classifying your audience but instead keeps you informed of what is going on at any given time.
b) Deep listening
Deep listening is monitoring generic social postings on a topic rather than posts targeted at your business or related to your content. You can uncover hundreds, if not thousands, of postings from individuals discussing a specific topic using this advanced kind of listening.
Assume that you’re interested in following public opinion on football. If you’re not utilising a third-party application, you’re presumably using Twitter or any other social channel’s search function to identify relevant postings.
Deep listening allows you to gain a more thorough understanding of your target consumers. It lays the groundwork for authenticating personalities. However, like essential listening, it does not give the deep audience knowledge required to understand your customers as individuals with diverse interests, opinions, and motivations.
c) Social Media Monitoring
In contrast to social listening, social monitoring entails following mentions of content created by you and other companies. You monitor how people talk about each brand and their attitude about their goods, services, or overall organisation. You are also comparing your performance to that of your competitors.
In the previous example, listening to social media allows you to see what people are saying about football. Monitoring social media now will enable you to discover how people feel about specific businesses.
d) Brand Monitoring
Tracking your content marketing across multiple channels to see where your brand is discussed is known as brand monitoring. Knowing where and how people are talking about your brand can help you better understand how they perceive it and will allow you to collect vital feedback from your target demographic.
The first stage in social media monitoring is to watch your brand, which includes your content, brand mentions, and mentions of the most prominent individuals in your business.
Here are some questions you should consider answering:
– How far does your organisation’s influence extend?
– What kind of material gets the most excellent engagement?
– Are your fans more interested in brief suggestions, short blog posts, long-form essays, videos, case studies, and so on?
e) Competitor analysis
Once you’ve arranged a brand monitoring service, you’ll want to follow activity surrounding your rivals to obtain a complete picture of your industry’s social media environment. Using industry keywords, use Google or the native search tools on social media to locate rivals. Concentrate on competitors who are active in and involved in social media marketing.
Many businesses utilise a mix of listening and brand monitoring service. Together, they give valuable information about how consumers perceive whole sectors, subjects, and companies.
This requires the use of third-party tools. They can collect data at a large scale and extract demography, affiliations, or other significant insights from it, which also aid in content marketing. In other words, third-party solutions will assist you in consolidating data from numerous social platforms and identifying trends in behavior or brand interaction among your target audience.
This empowers you to understand your customers as the individuals they are and interact with them on a personal level as a brand monitoring company.
Social media listening and brand monitoring service are the first steps in going beyond a cursory awareness of your target demographic. You may obtain even more value by delving deeper into their identities on social media and doing so constantly to drive any digital campaign you undertake.
Save time and money while increasing the return on your marketing expenses. Use brand monitoring services, social listening marketing, and audience insights to make your marketing more personal and relevant.
As an active social listening company in Malaysia, Go Futuristic has extensive experience monitoring brands’ social media profiles on customer feedback, direct mentions, and other keyword-related conversations, topics, competitors, or industries. Contact us now for the best social media listening services, and let us do the job for you!