Social listening is a challenging task. On the surface, it’s as simple as looking at what people say about your brand on social media, but there’s much more to it. Any time you’re looking at a marketing campaign or customer data, you’re failing if you don’t also consider what customers are saying online–whether that’s reviews of your products to customer service inquiries.
NetbaseQuid is a brand monitoring tool that can do just that. It’s designed to be an extension of what you do on your end, where you’re taking the pulse of your brand. Social listening is a way of understanding your customers, what they need, and what they say. It’s also a way to hear about an opportunity before anyone else. According to social media consultant anna lewis of the band George, who uses NetbaseQuid in her work, ensuring that social media is monitored as part of your overall marketing strategy is vital.
1: Get a handle on the voices
The first step is getting a handle on the dominant voices in your conversations. It means looking at customers’ conversations with you and determining which are most important to driving sales and revenue growth. It also means figuring out which of your customers are the most influential and ensuring that you pay attention to what they’re saying.
2: Look for patterns
The next step is to look for patterns in the conversations. NetbaseQuid has tools that allow you to drill down into any conversation and determine if customers are saying they need help with something, if they’re asking a question, or if they’re complaining. But you can also look at your product data to see if there are similar patterns among users who aren’t using your products and compare them with those who use them.
3: Find out how customers feel
Not all social conversations are equal. Some people will be satisfied with letting you know that a package got to their doorstep safely, but others will demand a response for several reasons. It’s not just about the number of mentions but how your customers react to you–and how you react back. It’s a two-way street, and the first step is listening.
4: Get to the business goal
It’s easy to get caught up in how many conversations there are, but social listening is about finding ways to solve problems, generate leads, and increase revenue. So look for recurring pain points among the conversations you hear and figure out what your customers want you to do about it. Then, act on it.
5: Measure the results
It is not just about monitoring conversations–it’s about actively influencing them to drive future sales or revenue growth. So, you must constantly measure your effectiveness at finding new customers and converting them into leads. You need a marketing analytics platform to give you the data you need to run successful campaigns.
6: Start a community
Community management is just part of the puzzle. It should be a core component of your marketing strategy, but it doesn’t have to end there. Find ways to get customers interacting with each other through social media so that you can then build communities around your brand — and get sales and revenue growth by creating a sense of community among your customers.
7: Improve your customer service
Customer service is best delivered when you have a two-way conversation with your customers, and when you know what they’re looking for, you can provide it. Social listening is essential for customer service because it gives you the data you need to give your customers what they want. The key here is to identify the customer service issues that are the most important to your customers and then fill those holes.
Social listening is not a complicated process, but it’s essential. It gives you the data you need to understand customers and their pain points and solve them with marketing campaigns designed to engage them and keep them coming back for more. After all, you can only build a successful company with customers.