Social Listening Best Practices

Social listening is the process of monitoring social media channels for mentions of your brand, products, competitors and categories. Learn how following Social Listening Best Practices can help power your digital marketing strategy.

How do leading brands incorporate social listening to create successful digital campaigns?

Social Listening

 

1. They measure objectively

To leverage the power of social listening, it is imperative to understand the business and marketing objectives of the company. This ensures that the relevant topics are being tracked and social listening objectives are aligned to those of the broader business.

Social Listening

 

2. They know their audience

Successful brands listen to understand audience perceptions of their products and brand:

  • What is being said?
  • Where are they saying it?
  • Is the sentiment towards the brand positive, negative or neutral?
  • Are campaigns having the desired impact?

Is their messaging resonating with the target audience?

Social Listening

 

3. They look to understand the broader landscape

Looking beyond their own brands to understand category and industry trends provides companies with:

  • inspiration for content creation
  • early detection of threats to the brand/business
  • opportunities for growth

Social Listening

 

4. They have an ‘Always-On’ approach to brand tracking

Real-time monitoring provides an early warning system and helps companies manage crisis situations swiftly and decisively. Identifying detractor posts and responding quickly affords the maximum amount of time needed to implement contingency plans and ensures minimal damage to the brand. Successful brands don’t just listen during campaigns – they listen during the ‘quieter’ periods too.

Social Listening

 

5. They constantly benchmark against competitors

Social Listening helps brands learn what their competitors are doing and what people are saying about them online. This real-time intelligence allows companies to understand their own weaknesses, leverage competitor weaknesses and identify opportunities for growth.

Social Listening

 

6. They utilize data to inform business and marketing strategy

Social listening intelligence can be leveraged to achieve business and marketing objectives in the following ways:

  • Tailored messaging, delivered to target audiences via their preferred channel
  • Testing campaign effectiveness and adjusting campaigns accordingly to maximise performance.
  • Understanding pain points can shape product development, ensuring a better customer experience
  • Identify market entry opportunities

 

How can Circus Social help?

As leaders in the digital intelligence space, we empower brands with real-time insights through our social & news monitoring platform, 20/Twenty.

To find out more about Social Listening Best Practices, or book a demo click here

 

 

Intro to Social Media Listening

Introduction to Social Media Listening

Introduction to Social Media Listening

Catching up with friends, finding a soulmate, researching products and shopping, complaining about the things they hate – people are integrating digital into every aspect of their lives. According to We are Social’s Digital in 2018 report, Asia Pacific is home to over 2 billion internet users – and growing rapidly. The number of social media users across the region has grown 14% to roughly 1.7 billion users. Given the continued growth of active social media users, brands must do everything they can to understand the digital behavior of their customers and be proactive with their marketing strategies.

What is Social Media Listening?

Social media listening, also known as social media monitoring or social media intelligence is the process of monitoring specific brand terms, products, competitors or themes and categories that are important to your business. This serves as a valuable tool that can be used to provide a deeper understanding of what’s being said about your brand, your products, your competitors, your category as well as provide actionable insights that can be incorporated into your digital marketing strategy.,

Why you should be Tracking Social

Learn More about your Audience

In order to successfully reach your target audience, you must first know where to find them. Social listening allows brands to find out which social media channels have the highest number of related mentions so that brands can focus their time and effort on the right channel.

Track Campaign Performance

Brands are often worried that their campaigns are not resonating with their customers. Social listening allows brands to track their campaigns so that they are able to see consumer conversations happening in real time on social media.

Depending on consumer reactions to specific campaigns, brands can adapt and make the necessary changes dynamically to ensure a more successful outcome based on objectives.

Build Stronger Relationships with your Customers

With the advent of social media, consumers are increasingly utilizing it as a platform to voice their issues and complaints (for example, product reviews or posts on a brand’s Facebook page if they are experiencing a problem).

A “listening ear” on the ground increases a brands awareness of issues surrounding their products or services. Identifying customer pain points allows brands to adjust their customer service, product or messaging – resulting in a better experience for their customers.

Tracking and Benchmarking Competitors

Knowing your enemy is half the battle won. Social listening helps brands know what people are saying about their competitors online. This allows you to leverage any weaknesses that your competitors are having or develop timely responses to any competitor campaigns that are going viral. You can also benchmark your page, brand or campaign performance with competitors, and identify opportunities for growth.

Crisis Management and Prevention

Managing crisis situations swiftly and decisively is of utmost importance. Social listening allows you to set real time alerts to receive warning of any negative sentiment around your brand. This gives you the ability to identify detractor posts and respond quickly – ensuring minimal damage to the brand.

This early warning system also affords you the maximum amount of time needed to implement contingency plans, if required.

Getting started on your Social Listening Journey

Now that you are ready to start listening, you will need a dedicated social listening platform.

At Circus Social – we are leaders in the digital intelligence space, empowering brands with real-time insights through our social & news monitoring platform, 20/Twenty.
What clients love about 20/Twenty:

– Easy, intuitive design, providing full image & video tracking

– Asian language support including 140 languages across more than 40 countries

– Offline & online news tracking with Dow Jones Factiva

– The ability to track customer intent including leads and decision-making behaviour

– The ability to track by geolocation and latitude & longitude

To find out more, or book a demo click here.