Once you have your strategy and tools in place, it’s time to get to listening. Here are a few areas where you can reap some major benefits.
Go beyond providing support on owned channels and listen for potential issues across the entire social landscape. For example, if someone is on Twitter and uses your brand name, but doesn’t tag (# or @mention), you might not see it. Through listening, you can set up a query to identify potential problems or frustrations your customers might be experiencing.
Sample query: [brand name] AND “not happy” OR “help” OR “frustrated” OR “problem”
TIP: Track common misspellings of your brand name to pull in posts you might normally miss.
Similar to identifying potential customer support issues, use social listening to identify potential new customers and generate leads.
Sample query: [brand name] AND “want” OR “need” OR “buy”
Positive Community Engagement
Find additional opportunities for positively interacting with your customers or potential customers. When appropriate, join in on the conversation.
Business and Product Development
Guess what? Social listening is like a free focus group! You can hear exactly what people are saying about your company or product and use this valuable information to make improvements.
For example, if your company sells sunglasses and you notice that people are saying the lenses keep popping off a particular style of glasses, you can bring that insight to your product development team to see if there are improvements that can be made.
Get a pulse on how your competitors are doing by taking a deep dive into what their customers are saying. Is the sentiment negative or positive? This information can help guide your company strategy.
The saying is true: Knowledge is power. And with all the nuggets of wisdom you can gather from social listening, you’ll be seeing the payback in no time.