Part of being a social brand means seeing to it that your content is customer-centric. When someone mentions your brand online, it’s critical that you show interest, respond, and try to ascertain whether or not this piece of content is worth using in your user-generated efforts.
3 ways to jumpstart your social listening game
So, what does the day-to-day of social listening look like? At @HelloBSquared, we listen in the following three ways.
Use tools: Along with the two mentioned above, we use Sprout Social. Sprout’s comprehensive social listening toolallows our team to execute real-time brand monitoring and analyze social data for marketing insights.
Keywords: First of all, part of our strategy (and yours) should focus on finding relevant keywords and keyword phrases people use when searching for your brand. This also includes searches for your product or services. For us, we know that the phrase “outsourcing your social media management” often brings up our website in Google Search and is how users land on our blog or website. Though you don’t have to use Sprout, their tool also allows us to input and follow keywords surrounding our clients’ brands … like “outsourced social media management.” Then, we can look at the data surrounding these keywords or phrases in our reporting.
Engage: Lastly, you have to plan to intelligently respond to the conversations you uncover online. You will likely uncover all kinds of conversations around your brand or keywords. Complaints, compliments, recommendations, reviews … make sure you have an engagement strategy to address each one.
Joining the conversation
Using social listening to listen is obvious. Using it to join the conversation is what social is all about!
Here are four ways to join the conversation and be ready to give your audiences what they’re looking for.
- Get real. Meaning respond in real time, or as fast as possible! The average response time for a brand to reply on social media to a user is 10 hours, while the average user will only wait 4 hours.
- Give incentives. 45% of consumers mentioning your brand are looking for a discount or deal. Be ready to offer something for a review, a nice comment, or shout out.
- Get personal. Your responses should do two things: 1) use the person’s name and 2) aim to give a genuine, personal response that enhances the conversation. “Thank you” doesn’t quite cut it.
- Give (true) appreciation. When people are sharing their opinions, ideas, and suggestions, do yourself a favor and make use of them! Then, to bolster loyalty and trust, tell them how you did!
At the end of the day, people are out there talking about your business. It’s your job to find those conversations and guide them in a fruitful direction. How are you using social listening at your company?
This article originally appeared in The B Squared Media Blog. This article was written by Brooke B. Sellas from Business2Community and was legally licensed through the NewsCred publisher network. Please direct all licensing questions to firstname.lastname@example.org.