It’s of vital importance monitor what people think about our company in social networks to know in which areas to work and increase our brand equity, one of the strategies we can use to achieve this is the Social Listening.
More and more companies around the world choose to join the different social networks to which we have access due to the high number of people accessing them daily. The study of Digital 2021 carried out in a joint work by We Are Social and Hootsuite, shows that this year, users in social networks have increased to reach the figure of 1,200 million people connected, that is, 53 percent of the world population is already present on social networks (with 490 million more people than in 2020). In this digital world where we find ourselves in the need to connect to these networks to be in contact with our acquaintances, publicize our brands, and find out about the news around the world, Statista shows us in his study that the approximate time of the world population that spends in networks is around 2 hours and 25 minutes a day daily, a figure that changes depending on the country (in Mexico there is an average of 3 hours and 27 minutes) .
It is because of this that the presence of brands was to be expected and more and more of these are implementing strategies that allow them to grow their communities, interact with your followers and increase your brand equity. In the same way, being present within these allows them to access the different tools to be able to reach their ideal consumer with new promotions, publications and advertisements to gain new prospects; this through the use of Facebook Ads, Google Ads, Instagram Ads, etc.
However, it is not a task where we simply have to make any type of publication to reach our ideal clients, but we must create valuable content that allows us to offer users something that no one else has been in charge of providing; however, it should also be emphasized that it is vitally important to do the follow up on our posts and interactions, which is also known as Social Listening.
Social Listening as a tool to boost our brand
In accordance with Rock Content, the Social Listening consists in monitor effectively the interactions that occur within the networks social within a Mark, in order to know the strategies What works, what doesn’t, and knowing in which social networks it is essential to show a presence and in which not. In short, this strategy allows us to have an overview of the interactions with respect to a brand in social networks and in this way bring insights that allow us to optimize our techniques and improve our digital marketing strategies.
The benefits for our brand
In addition to letting us know the number of interactions that work best for our users and understanding what type of content allows us to boost our image, IEBS School mentions some of the benefits we obtain by implementing the Social Listening within our brand, among them:
Understand the consumer – This strategy allows us to know how it behaves and discover new opportunities since, after all, that is what social networks are for.
Interact with customers – It is not only about seeing how the followers interact with our publications, social listening allows us to interact directly with them and have conversations via social networks, in order to know what they think of us.
Avoid potential crises – In the digital world, everything can go wrong for our brand from one moment to another, so being aware of them can help us make decisions and try to eradicate problems as quickly and efficiently as possible, in order to make further grow the problem.
Know the failures of our products or services – At the end of the day, the client is the main beneficiary of our services, so his opinion is of vital importance for our growth. Social Listening allows our customers to comment on our products and detect errors that we may not have had information about.
Improve our customer service – This goes hand in hand with the previous point, since by being more attentive to what our followers think and the failures of our products, being aware of their comments will make our brand see an effective customer service, giving understand that before any problem, our brand is responsible and improve your shopping experience.
How to make an effective Social Listening?
The Blog of Prospect Factory mentions some ways we can carry out Social Listening effectively, between them:
Know the channels and digital destinations where people talk about our brand – In other words, it is not enough to just keep an eye on the main social networks such as Facebook, and Twitter, but we must search other platforms such as Instagram, Snapchat, Reddit, news sites, etc.
Pay attention to indirect mentions – They will not always mention your brand when they are talking about you, they can misspell your name, use an abbreviation, your sales representatives, etc. It is best to add phrases and words so that people can use to refer to your brand and also stand out from your competitors.
Report all – All data is useful and it is useless to collect these if nothing is done about it. It is important that these cover the volume of mentions, networks and media with the highest volume, categories, total mentions and sentiment analysis (positive and negative).
Focus on the customer, not the channel – Despite being in different social networks, in each of them the main thing is to worry about the client, remember that this is one of the main missions of Social Listening.
All tips shown on the Social Listening together, they will make your brand show more interested in the customer (in addition to supporting you to implement your marketing strategies in a more efficient way), having as a consequence increase your brand equity even more and prevail in the mind of the consumer.
Related Notes: