What is the role of social listening in a company’s marketing matrix? Here’s how to evaluate your options in 2021 and why you should.
Few marketing tactics can stand the test of time, but word of mouth is quite typical. As companies and consumers take up more space thanks to COVID, word of mouth is becoming stronger than ever, creating online threats and brand opportunities. And advanced social listening is a game-changer. It uses the large amount of data generated by consumers to obtain practical and relevant information in real-time. Those with social listening skills managed to get to the other side of the pandemic relatively unscathed.
It seems logical. According to TEKsystems’ State of Digital Transformation 2021 report, there is a direct link between success during the crisis and the maturity of an organization’s digital transformation before the pandemic. But not all “digital maturity” models are the same.
At a time when ‘speed of intuition’ is becoming a major problem, especially with something that is no longer sufficient. The accuracy of intuition for social listening and an understanding of the context around intuition are equally important. And in this article, we will tell you how to win according to the two criteria (speed and accuracy) with social listening, which covers different usage scenarios. And we also share ways to evaluate the many social listening options available.
What is Social Listening?
Social listening is more than brands expect. It takes you beyond superficial perceptions to practical intellect. What exactly does this entail? Social listening helps brands to respond to consumer needs and create the products and solutions that consumers want, often before the idea is fully formed. Social listening encourages brands to strengthen their place in the market category they live in and to explore details that you would not have discovered or even considered.
While it’s good to know how often your brand is mentioned online, the information doesn’t do anything. This is where social listening comes into play. You can see what is being said about your brand, with some social snippets chosen and captured by someone on your team, but without all the context that allows you to do this. With the right social listening lens, you can count monthly reports, connected from a place where you measure success, even more, sophisticated conversations that reveal consumers ’deepest desires, emerging trends, and competitive challenges, while you wait for them movements out of the market to be.
Why do brands and agencies use it?
Brands and agencies use social listening because it shows exactly what consumers want, where each market is headed and endless ways to engage with those consumers in meaningful ways – soon, if not before, in this ‘market destination’. And depending on whether companies listen socially or not, we see two different scenarios unfold.
Not taking advantage of social listening is like a well-planned trip to the bathroom. No one updated the route for a new building, nor did they take bad weather and other travel restrictions into account. The brand is progressing without social listening and you will end up measuring the sum of your efforts to see how it went.
Others, experienced social listeners, have their destination in mind, but rely on an intellectual internet with GPS to guide them through a series of possible routes, while being informed of useful stops and even noisy distractions, such as the dangerous side. switches that appear along the way. They use social listening to measure and improve.
You can imagine what each brand will look like when it arrives at its destination, assuming the first one will get there. Last year, we saw many of them hit the road and we stayed there.
The rest use advanced social listening with artificial intelligence in its many applications to win, including:
Health and brand awareness –
Brand awareness depends on how consumers see your brand, and that reality rarely matches assumptions. Track consumer experience data collected from all social web resources and touchpoints (blogs, comments, forums, reviews) and the media to track brand sentiment and conversations over time. Identify where you are doing well, the challenges and how you can send messages to broaden or reform your perception with social listening.
Campaign Strategy –
Create engaging campaigns with analytics and messaging strategies that connect emotionally with your customers. Develop a content strategy designed to find out whom your audience is most engaging with, whom they are listening to and where, and develop the content that resonates best to share on these sites so that the content generated by the user becomes a mixture of words. Then update the reports gradually based on engagement.
Product innovation and launch –
After a complete, competitive, and risky market analysis, brands make informed strategic decisions about product innovation and apply social listening tactics. They reduced the scope of the white space and understood the target audience, with a nuanced but flexible launch plan.
Trend analysis –
Identify emerging trends and keep abreast of existing trends that are increasing or decreasing in volume. Some may shift the focus of the brand to an adjacent category and reveal opportunities they would otherwise never have explored. And the ability to see broad topics in the context of social listening, which expands over time with the latest ideas and hidden gems, ensures that brands are prioritized and driven.
Mergers and acquisitions –
Select potential strategic goals for meaningful research based on key industry metrics, including investments, IP applications, revenue call analysis, brand reputation, and product analysis. Track the movements of your partnership and development in your market and channel the movements of competitors during channel analysis with personal data sets, an integral part of social listening.
Competitive intelligence –
With so much competitive intelligence within reach, understanding noise is a challenge. Brands use social listening to capture and understand all the details regarding their efforts and compare voice participation, stories, and important events echoing in the media, networking, brand passion, new products, investment priorities in consumer segments, and loyalty factors. They also use it to report organizational improvements and learn from the mistakes of competitors.
Crisis Management –
Identify issues before they grow and focus on the right message, talk to the right audience and platform. You need to quickly understand the scope and scope of an opportunity to find an appropriate response to reduce risks to your brand’s reputation. Also, make sure that brand ambassadors are available to activate and reinforce the key messages discovered through social listening.