Social media listening is also known as social monitoring. It refers to the process of recognizing, identifying, in addition to assessing what’s being discussed about a company, product, or an individual over the internet. Conversations held on the internet produce unstructured data. It’s, therefore, vital to define the goals of the social media listening initiative. Depending on what the goal is, the right tool should be utilized. It could be a broad range of free Google Alerts as well as software that helps in analyzing the brand’s customer relationship management. Social media, coupled with a person-to-person method of garnering information, have value. However, social listening is becoming valuable since it’s a vital customer intelligence tool. There are various ways to utilize social media in gaining insight. The strategy also includes monitoring online customer support forums and using software tools in garnering comments from various social media outlets, including Twitter, along with Facebook. Social media listing is also the process of assessing and tracking vital information online. The strategy incorporates the segmentation of conversations by monitoring the social media content of a brand that customers are following.
The process entails analyzing the data garnered for actionable insights. As such, the process assists various marketing teams in prioritizing customer feedback regarding products and services. The strategy also helps brands to identify industry influencers in addition to advocates. In addition, social listening is instrumental in helping a brand to uphold customer engagement while making real-time amendments to various marketing strategies. At the same time, a brand that utilizes social listening helps to compare a brand’s position to its competitor’s. One can also uncover customer pain points while developing new sales platforms. As such, customers can easily suggest the new products to use. In a large organization, social media listening is used to mine texts for certain words on various social networking websites as well as blogs. The strategy can also be used in discussion forums. In essence, monitoring software is applied in transposing specific words as well as phrases in numerical values that are often linked to information found in a database so that the data harvested can be analyzed using traditional data mining processes.
With that said, social listening is a process that entails two significant steps. At first, you need to monitor your brand’s social media channels for specific mentions of competitors and keywords that are relevant to a business. Secondly, an individual needs to analyze the information while looking for major ways in which one can put what they learn into action. With time, taking action will be instrumental, specifically when it comes to looking for ways to learn how to respond to an excited customer. Taking steps towards implementing marketing strategies is what makes social listening unique in the brand and product management world. For instance, a company can use the data garnered from social media to test a campaign against another apart from monitoring its ROI. Over the years, social media listening has also been used in its metrics form, such as assessing the engagement rate of mentions. Listening entails a look beyond the actual numbers of times a name comes up. The online mood is also known as social media sentiment. It helps to keep tabs on various social media sentiments as a key element of social listening. The idea of implementing social listening is to look beyond the actual numbers in order to consider social media posts. The move will help you in understanding how people feel regarding the brand and its competitors.
At NetBase, the management delivers social intelligence to brands and agencies to monitor and engage customers. By using high-precision language processing software, the platform processes tons of social media posts to extract insights delivered through customizable dashboards. The solutions provided enable digital marketing and public relations to help in winning strategies faster.