Countless social media messages are sent each day. On Twitter for example that number is 500 million tweets per day. Imagine the conversation collectively on all social platforms, would it not be useful if you could figure out what was being said about you, or more effective a way to gauge how a project or business is doing by what people are saying about that.
social listening monitors a conversation online that might have to do with your brand. With this it gathers insights about the image and the industry, and even subtopics that you may be interested in knowing about.
Without you having to search for what people are saying, social listening is effective in trying to understand what is being said about your brand in real-time, it works across different social media platforms and tracks mentions on all these platforms, it also helps in analyzing the metrics that it has found, and in the end it produces reports for you to use as a strategy for the future and also share with your colleagues and clients.
Mistaking Social Listening for Social Monitoring
A Lot of people confuse social monitoring with social listening. These are two different things where social listening is far more effective and useful. Monitoring will tell what someone is saying about your brand, social listening will tell you why they are saying what they are.
Through social monitoring you are only looking at mentions and comments about a brand and can respond to them. However with listening you also get a perspective into why they are saying that by being able to single out where they had an experience, how long ago etc. The activity offers you aggregated data to see the bigger picture and make decisions accordingly. However it does not negate the need for social monitoring which is equally important for a business.
Why it Matters
This form of listening helps you reach your goals. It is very important for brands to learn that before investing in the tool, they are considering how the activity is going to help them; what are they going to do with all that insight.
Netbase is one such handy tool. It has a plethora of features on its platform that will allow you to customize your strategy.
Some brands take advantage of real time monitoring so as to respond quickly. This helps businesses that pride themselves in a quick response time.
The activity also helps businesses conduct excellent customer service. Showing your customers that you listen and that you care is the best form of brand image a business could create. The best way to engage is to be immediately responsive, that way customers know that their queries and thoughts mean something to you, which they do.
Businesses can use it to get a competitive edge in the industry. The first step to doing this is to first observe what your competition is doing and then appreciate their wins. It helps you figure out the pattern your demographic responds to, and can help you figure out the space no one has dominated yet.
Remember that it also helps brands keep their finger on the pulse of influencer marketing. With so many influencers out there now, it is hard to tell which ones will be the most effective ones.
Getting There Before Someone Else
Brands can also use the technique for a very important job: crisis management. Since these tools give you real time data you can use to immediately alert your team of a PR mishap or anything negative that is being said about your business. Before it spreads like wildfire on social media you have a chance to make it right.