Being a digital marketer is by no means easy. The constant presence of the internet in our lives means there is a ton of content out there in cyberspace. So how is a marketer supposed to stand out in a mountain of information? The answer is by understanding your audience and what most interests them. This is where social media listening really becomes useful. Listening is an important life skill, and for marketers social media listening proves to be no different.
Social media listening is made up of marketing tools that help monitor social media keywords being used throughout the web. This allows marketers to collect mentions and conversations that audiences are having about a brand. However, social media listening goes far beyond just measuring metrics. Social media listening doesn’t just mean being aware of what people are saying about a brand on social media, but also understanding how to best respond to these comments. A marketer who understands how to engage in social media listening, understands how to communicate. By listening, marketers can understand how consumers perceive a brand or product and respond by devising a strategy to improve it. By listening astutely, a brand can build a customer base and loyalty. By responding to any comments or mentions, a brand also stands a chance to develop their voice.
An article by Social Media Examiner mentions that there are various ways to listen and show an audience that a brand is taking their concerns seriously. One way is to take someone’s feedback suggestion and mention it on your personal blog. By listening to a suggestion made on social media, a brand can show the audience that they were paying attention and also provide solutions that might benefit other readers as well. Not only does this tactic build loyalty, but it keeps audiences engaged. Another suggestion Social Media Examiner makes is to specifically ask for feedback from customers. Marketers should be asking them what they think and feel, and then make an effort to respond back. This is a valuable way of communicating and can provide a brand with useful information they may not have otherwise had access to.
Social media marketing is a very useful tool but is largely underutilized. In fact, so much more goes into it than just following and publishing posts. Collecting crucial feedback, understanding what it all means, and responding in a way that boosts the brand is essential to success. When brands choose to engage in social listening, their social media channels really begin to become influential—every marketer’s dream. If your business isn’t already engaging in social media listening, start today!