avatarSharon Brandon (Readywriter59)

Summary

The provided content discusses the concept of social listening as a modern approach for companies to monitor and analyze customer feedback and conversations on social media platforms, using AI and various specialized tools to enhance marketing strategies, customer engagement, and brand reputation.

Abstract

Social listening is an advanced technique that companies employ to track and analyze customer interactions and mentions across social media channels. It involves monitoring conversations, analyzing data for insights, and implementing changes to improve customer experience and business performance. This strategy allows companies to understand customer sentiment, manage their online reputation, and tailor their marketing efforts more effectively. The process is facilitated by a range of social listening tools, such as Hubspot, Sprout Social, and BuzzSumo, which offer features like automated content distribution, engagement analytics, and competitive analysis. These tools enable businesses to respond to customer inquiries promptly, refine their messaging, and measure the impact of their customer care. The article also addresses concerns about privacy, noting that customers generally appreciate brand responsiveness on social media and have the option to manage their data preferences.

Opinions

  • The article suggests that traditional methods of gathering customer feedback, such as direct questions and surveys, are being supplemented or replaced by social listening.
  • It implies that AI plays a significant role in analyzing social media data to inform advertising and marketing strategies.
  • The author posits that social listening is beneficial for determining a company's mention frequency, focusing on relevant topics, improving response times, clarifying company messages, and measuring customer care performance.
  • The article conveys that customers favor brands that are responsive on social media, indicating that responsiveness can lead to increased purchases.
  • It is highlighted that customers are protected in their interactions with social listening practices through transparency and the option to opt-out of data collection.

Social Listening

image by Gerd Altmann from Pixabay

Back in what now feels like the stone age, when companies wanted to know how customers viewed their business or they wanted to gather customer feedback, they would do one of two things: (1) ask directly and/or (2) conduct surveys. While some companies still use these methods, there is a new way of obtaining information on the horizon.

If you have noticed what feels like more than coincidental advertising on your social media platforms you are correct in thinking something is going on. Whether you like it or not, Artificial Intelligence (AI) is analyzing your information and then sending suggestions centered around the data it collects. Companies are using this as a tool to leverage competition, improve marketing, and to build business reputation.

What is Social Listening

Social listening monitors a brand’s social media platforms for customer feedback, specific mention of brands, and discussions regarding related keywords, topics, competitors, or industries. The tool performs an analysis of the data to gain further insights and to act on what is obtained.

Image courtesy of Pixabay.com

Social listening happens in three steps. The first is monitoring, which keeps track of social media mentions and conversations. Next comes the analysis which determines root causes for the social conversations. The third step is implementing changes to improve social media strategies to increase positive business interactions and customer retention.

Why Use Social Listening

There are a number of reasons social listening can be used positively. Social listening can be used in:

  1. determining how often a company is named specifically. When a company can determine how often they are mentioned and where, it provides insight into which areas they either need to seek opportunities to serve as well as knowing which areas are either overexposed or targeted perfectly.
  2. determining which topics a company should focus on. Companies can compare the interests of those they serve and provide valuable content based on the responsiveness of those and potential customers.
  3. increasing response time to customers. When companies can provide engagement and answers quickly, customers feel that they matter and that a company is customer-oriented.
  4. increase clarity of a company’s message. A company is provided the opportunity to fine tune branding using social listening tools. The better the message the better understanding and knowledge customers have which translates to improvement in sales.
  5. measuring customer care performance. When companies know how their customers feel about the service they receive they know what they are doing well and what areas need improvement. Customer retention is the goal and measuring performance is a great way to know where a company stands in the marketplace.

What Popular Social Listening Tools are Available

There are several social listening tools available and they are based on the specific needs of a business.

  1. Hubspot allows a company to build marketing campaigns, share content like blog posts and landing pages, automatically distribute content to various social channels, and discover the best times to post, all on one tool. This platform provides an all-inclusive inbound marketing software that benefits a company’s entire team and helps integrate social as an integral part of the company. It offers a free and paid rate.
  2. Sprout Social is a comprehensive social media management platform that provides solutions for social listening and analytics, customer care, and employee advocacy. Offers a free trial.
  3. Hootsuite allows companies to view all messages, comments, and brand mentions across several social channels in one dashboard from which a company can respond to them all. Companies can track influencers and leads in lists that can be imported and shared with others in the company. Hootsuite offers three different plans.
  4. Buffer allows you to post content and engage directly in the replies from one centralized dashboard. Buffer supports Facebook, Twitter, Instagram, LinkedIn, and Pinterest accounts. Offers a monthly rate.
  5. TweetReach is for those who are looking to specifically analyze their Twitter influence. The tool can analyze exactly how many Twitter accounts have reached a selected keyword, person, or hashtag. It also gives analytics on impressions, what users are mentioning, when these tweets are being posted, and more. Offers a monthly rate.
  6. BuzzSumo allows a company to see the number of impressions and shares certain posts have with a domain and it’s a great tool for analyzing a company brand’s Facebook. It provides insights about each Facebook post, as well as what types of posts get the best results. It can tell what days and times of the week to post and what the ideal lengths of the posts should be. Offers a monthly rate.
  7. Keyhole focuses on Twitter and Instagram brand analyses. Based on the timing and topic of a company’s hashtag, Keyhole can predict engagement, reach, and even impressions. Keyhole is compatible with Twitter, Instagram, YouTube, and Facebook. Offers a monthly rate.
  8. Mention tracks millions of content sources across 42 languages, which means a company can monitor brand mentions all over the world. Companies can select what content to tune out, in order to only pay attention to trends that matter. With a competitive analysis tool that lets companies compare specific branding across two or more competitors, companies can ensure content is always greater in relevance to users than competitors. Offer is free.
  9. Awario is a social listening tool that’s focuses on building brand awareness. It does this by tracking keywords in all languages from all over the world. Offers a monthly rate.

Whatever your needs, there is a tool that allows you to listen and respond to the needs of those you serve.

Is Social Listening Intrusive

According to research done by Sprout Social, 83% of respondents like when brands respond to questions, and 68% like when brands join conversations. Being responsive on social media clearly makes a difference; and according to the findings, 48% of customers make a purchase with a brand who is responsive to its customers and prospects on social media.

Can You Manage Social Listening as a Customer

Customers are protected through immediate acknowledgement statements which inform that the site is using cookies, etc. and sites also offer the opportunity to opt out at any time to specific or all information so customers can manage how much or how little information is sent to them.

Social Media
Customer Service
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