Social Media Listening for Marketers:
Companies must be involved in all the conversations related to their businesses. These ongoing conversations around them, may help or hurt their businesses in the future (Waxman, 2017). Social listening has always been used in the companies I have worked with in the past. As it helps them stay up with trends and most importantly ahead of the competitors. Social listening can help businesses with customer relations, and in crisis situations (Waxman, 2017). Hopefully, this blog will encourage you to listen to the sounds that are impacting your business from a number of influencers.
Companies should always be listening to the chatter surrounding them, especially what is being posted online. The businesses that I have worked for, always listen to the customer’s voice and take advantage of opportunities to solve problems. Depending on the issue, it may be dealt with publicly on privately. These voices can come from numerous sources including, customers, influencers, employees, and competitors (Waxman, 2017).
The listening system can help businesses with monitoring their media, at a reduced cost and rather than hiring an external business (Waxman, 2017). In my experience, social media, especially Twitter, has been a great tool in allowing businesses to listen to their customers. Hashtags allow them to answer questions and identify trends within their business (Waxman, 2017). Google has been a great tool to allow businesses and consumers research trends and reviews. I personally frequently search on Google for reviews when trying something new, especially restaurants.
Google trends allow companies to narrow down their search as well (Waxman, 2017). It can allow them to look at condense information and implement strategies as needed (Waxman, 2019). However, I have learned that the business must also listen to their customers offline too. Communication on the front line has always been heavily implemented at places I have worked. I always recommend listening to customers, as it allows you to catch issues quickly and deal with them head-on. Otherwise, they may change your reputations for the worse.
Develop a strategic approach
Being innovative is pivotal for a business to succeed. Otherwise, your business may fall behind others. In my last job at a restaurant, we always had new dishes every 4 months. Attracting new customers and enticing regulars to come back for more. This can be a big challenge for marketers, as they want to remain on customers minds (Waxman, 2017). Waxman and I both agree that this is better in partners, as you can take suggestions that can be “positive, negative, or a combination” (Waxman, 2017). Partners are customers, you can listen to their ideas and insights to improve your marketing strategy.
By using social listening, companies can search relative hashtags that are connected to their business and become apart of the conversation (Waxman, 2017). However, in my experience companies should not come across too pushy and over the top. Waxman and I both agree they should “listen more than they speak” (Waxman, 2017). Through my experience, people tend to stay away from pushy salespeople, and instead go to places that listen to their needs and problems. As well, in my experience, I found out that businesses can learn from not only complaints made directly about them, but complaints made about the industry overall.
Though it is challenging to listen, I find that if you talk less and listen more people are more comfortable; therefore, more enticed to come back. This applies to social media and in person (Waxman, 2017). Waxman provides an important point of addressing the world of the customer (Waxman, 2017). Their motivation, days, challenges or goals, relationship (Waxman, 2017). This is an important thought to think about.
Businesses must understand what their customers “demographics, perceptions, behaviors” are, and who’s it coming from (Waxman, 2017). Companies should address the fact that different people require different needs and listen to them. Overall people should be listening for “curiosity, not to just be nice” (Waxman, 2017). I find it encouraging when people ask questions and wait till the end to before adding their thoughts in. Waxman added an interesting point to repeat back to the customer to ensure we understand (Waxman, 2017). All of these tips for listening to curiosity will help increase your understanding of the customer (Waxman, 2017).
How to Start
As I stated I have used different online search tools to begin research on new places and activities. This is a popular thought as “93% of all online activities begin with a search” (Waxman, 2017). Therefore, marketers must implement this change and use social listening to see what’s on their customer mind (Waxman, 2017). Most businesses I have been involved with use keywords to find out information on their customers. This is an example of Social listening being used in search histories.
By giving attention to online customers, a business can monitor specific questions they may have in relation to their industry. Twitter allows them to do this through hashtags, allowing businesses to “chime in or create a line of new ideas” (Waxman, 2017). I have also learned that when conducting social monitoring a good tool to use is the autosuggestions that Google presents. I have used some of the topics I have found in the autosuggestions, to implement new ideas and create new opportunities. However, businesses must make sure they are listening to the right channel as they don’t want to miss any information (Waxman, 2017).
Social listening platforms and apps are out there and help businesses find information (Waxman, 2017). There are serval options just like apps and some must be purchased, others are free, and some are a combination (Waxman, 2017). Google and Bing are both free platforms that I use frequently. When I conduct searches in these engines, I always ensure I sign out and clear my search history. As I will get a fresh set of results that are more various, this is especially important for businesses. As they will find out information from people that do not have a relationship with their company (Waxman, 2017).
Waxman also brought up a site called DuckDuckgo, which does not track you and provides you with a wide range of searches (Waxman, 2017). Another method a business could implement is Google Alerts, which informs you when anything related to their business is searched. These are only a few of the free platforms used by businesses to incorporate social listening. Some others include using specific hashtags, keywords, or other information on social media. This allows you to see what people are saying about your business and industry (Waxman, 2017).
Waxman prefers a platform called Hootsuite which is available in paid and free accounts (Waxman, 2017). This platform allows the user to manage all their social media, “measure interaction, and schedule posts” (Waxman, 2017). In my current job, we have multiple social media platforms. Therefore, this is very beneficial to us as they can all be managed from one place and allows us to measure customer interaction. As Waxman stated this is a great chance for businesses to be involved in the conversation by listening to customers and identifying any issues (Waxman, 2017). Overall Waxman and I agree that social listening requires observation, communication, and proper judgment (Waxman, 2017).
Social Listening in action
Always pay attention to the world around you, otherwise, you may be missing information about customers, competitors, and your industry (Waxman, 2017). By implementing social listening, it can allow your company to generate new ideas. You may have internal and external research in your company; but from my experience, social listening can help you gather more information. I have learned that social listening allows you to ask your customers questions but also allows you to learn how your competitors are operating.
Social Media allows you to track your competitors by providing a list of them. You will receive an alert when your competitor interacts in a conversation with their customers. Waxman recommends you use hashtags to further monitor your industry and gain a bigger scope (Waxman, 2017).
In my experience, social media has been a great tool to listen to and resolve customer problems (Waxman, 2017). In my past jobs, our social media networks have been closely monitored and watched for customer issues. In general, by helping customers online, you typically are answering several customer questions. However, as I stated, in the beginning, it is pivotal for companies to know when to take the complaint offline and discuss it privately. Overall, social listening allows you to directly deal with customer complaints, showing others that you are a responsive and caring business, which is important (Waxman, 2017).
Social media can be a helpful tool, but we have also seen it when it creates a lot of damage. Customers have the ability now to post rants and ensure their voices are heard. Allowing things to look like a crisis, however, not everything is a crisis. It may be an issue and it’s important to know the difference. A crisis is when an issue explodes, and there is a long-term risk of financial and reputation damage to the business (Waxman, 2017). While an issue is a negative situation, and with growing intensity could harm your business (Waxman, 2017).
Social listening allows as management to see if it’s an issue or crisis, then takes steps to improve the situation. Giving the business an opportunity to quickly resolve conflicts, allowing them to minimize the damage. Waxman recommends reviewing your messages, mentions, and companies name daily on social media (Waxman, 2017). While reviewing social media pay attention to the sentiment and how frequently your name is brought up (Waxman, 2017). If frequency increases, it is a red flag and could be a sign of an issue occurring (Waxman, 2017)
Another idea to watch is industry hashtags, as they can give you some major issues that could impact your business (Waxman, 2017). Also, beware that new hashtags could appear, and this could be a sign of an issue arising. In my experience by monitor social media daily, it helps eliminate issues and ensure a crisis will not occur. By quick detection, it ensures an action plan is in place and the proper steps are taken.
Conclusions
Overall, social listening is pivotal to business, as it allows them to find out information on their competitor, but also how their customers are feeling. For example, the clothing company Zara is very committed to their Social Listening. The company closely monitors all their social media, especially Twitter very careful. The add comments and likes to Tweets that are positive. As well, helping customers who are dissatisfied with purchases, allowing an opportunity to change a negative experience into a positive one through Social Listening. By implementing Social Listening, Zara has been able to quickly meditate problems while encouraging people to shop at the brand.
When companies implement social listening, they are allowing themselves an opportunity to interact with customers. This should be implemented in the early stages of a marketing strategy, as it will help the business prosper and grow. It allows the company to monitor and handle issues while improving their customer service (Waxman, 2017). Ensures that while practicing Social Listening, you are a curious listener and show that to the customer. This will help your business achieve goals and innovate into a leading competitor in your marketplace.
Until the next post!
References:
Waxman, M. (2017, June). Learn Social Media Monitoring [Video File]. Retrieved from https://www.lynda.com/HootSuite-tutorials/Next-steps/546104/621995-4.html
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