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Social listening is like having a direct line into your audience’s minds. You could effortlessly create products they crave, skyrocket your profits, and become the brand that simply “gets it.”
The good news is, social listening grants you this superpower, allowing you to proactively anticipate your audience’s needs and stay ahead of the curve.
Social listening is the art of actively monitoring online conversations to understand your audience’s needs and opinions about your brand and industry.
Think of it as eavesdropping on the digital world, gleaning valuable insights from the vast amount of data flowing through social media platforms, forums, and review sites.
Let’s say you’re a skincare company about to launch a new product. You’re unsure what challenges your audience faces. While traditional customer interviews are valuable, they only provide a limited perspective.
Here’s where social listening shines – By strategically joining relevant online communities focused on skincare (think Reddit threads, Facebook groups, or Discord servers), you can gain invaluable intel.
You might discover a significant portion of your target audience is battling adult acne – a problem not addressed by your current product line. Armed with this knowledge, you can confidently launch a product specifically formulated for this growing need.
Social Listening vs. Social Media Monitoring – Understanding the Nuances
The terms “social media monitoring” and “social listening” are often used interchangeably, but there is a key distinction.
Social media monitoring is a more passive approach, focusing on identifying brand mentions and tracking key metrics like engagement and reach.
Social listening, on the other hand, takes a more active and analytical stance. It delves deeper into the “why” behind the conversations, analyzing sentiment, identifying trends, and uncovering the underlying desires and pain points of your audience.
Social media monitoring forms the foundation for social listening. By consistently monitoring brand mentions and reviews (across platforms and third-party seller sites), you gather the raw data necessary for deeper analysis.
This allows you to move beyond “what” is being said to “why” it’s being said, unlocking the true power of social listening.
By harnessing the power of social listening, you can gain a deeper understanding of your audience, make data-driven decisions, and ultimately, build a brand that resonates with your customers on a deeper level.
With Social Listening, You Can…
- Uncover Customer Sentiment
Genuine customer feedback is hard to come by, and in-depth interviews are time-consuming. Social listening lets you eavesdrop on online conversations, gleaning valuable insights.
For example, content creator Ian Evans learned developers hate code failures through memes and comments, informing his entertaining TikTok content.
- Boost Your Reach by Riding Trends
Social listening keeps you on top of industry trends and high-performing social media content. Leverage these trends to increase your reach across platforms.
Budgeting app YNAB capitalized on a meme format when their competitor shut down, gaining over 2,000 likes and attracting potential users who needed a Mint alternative. And YNAB frequently uses pop culture references to create relatable content, and social listening ensures they stay current with trending topics.
- Proactively Address Customer Concerns
Imagine resolving a pain point before a customer complains. Social listening helps you achieve this, elevating your brand reputation.
For example, a Buffer team member saw a tweet requesting a content reposting tool and offered Buffer as the solution.
By actively seeking out customer problems on social media, you can showcase your product or service as the answer. Additionally, you can address negative sentiment and proactively manage potential crises.
- Gain a Competitive Edge
By understanding industry trends, you can identify your strengths and your competitors’ weaknesses. Leverage social listening to improve your competitive analysis and highlight your advantages to win over their audience.
For instance, a social media management company reacted swiftly when Hootsuite announced their free plan cancellation, showcasing their own offerings. Social listening helps you understand your unique selling proposition compared to competitors.
- Discover Industry Influencers
Every industry has influential thought leaders and partnering with them can expand your reach and leverage their credibility. Social listening helps you identify these influencers, including lesser-known micro-influencers.
Haircare brand Shaz & Kiks sends products to relevant creators, who post about them on Instagram Stories, increasing brand awareness and potentially leading to collaborations.
Social listening is fertile ground for organic influencer marketing, allowing you to discover the best creators in your industry.
Craft Your Social Listening Strategy – 5 Methods to Get You Started
Social media monitoring provides a basic view of brand mentions, but social listening dives deeper, revealing the “why” behind the conversations. Here are five manual techniques to incorporate into your social listening strategy…
- Identify Product Champions
Keep an eye on your customer list and celebrate those who publicly endorse your brand. Spot a well-known personality using your product? Share their praise on your social channels. A Vintage Fit excels at this, showcasing popular creators sporting their clothes on Instagram. Remember, ensure the influencer aligns with your target audience.
- Master Twitter Advanced Search
Twitter’s advanced search features are a goldmine for market research. You can filter mentions by specific accounts, keywords, and engagement metrics. Stay in the loop of trends, join relevant conversations, and connect with industry influencers. Explore resources like “The Superhuman Guide to Twitter Advanced Search” to unlock its full potential. While Twitter shines in this area, don’t forget search functionalities on platforms like YouTube and Instagram. Additionally, Google Alerts can keep you updated on industry-related conversations.
- Leverage Industry Hashtags
Hashtags on platforms like Instagram, TikTok, and Twitter aren’t just for posting; they’re powerful listening tools. Let’s say you’re a productivity content creator. Use hashtags like #productivity, #productivitymethods, and #productivityhacks to discover trending discussions. Platforms like TikTok even suggest related keywords to simplify your search.
- Explore Platform-Specific Trends
Social media platforms offer built-in features to help you discover trending topics. Find trending hashtags on Twitter in the “What’s happening” section. Explore TikTok’s “Creative Center” to see what’s hot in your region. Instagram’s @creators account regularly releases a “Reels Trends Report.” Stay informed and participate in the conversations that matter most.
- Join Existing Communities
You don’t need to build your own community for social listening. A simple Google search can lead you to niche forums relevant to your industry. These could be Slack channels, Facebook Groups, or Reddit threads. For instance, a member of a social media marketing Facebook group might inquire about a camera for content creation. If someone from a competing brand was present, they could offer valuable advice and potentially win a new customer.
Manual methods are essential but time-consuming, which is why you might consider incorporating social listening tools to streamline the process.
Methods and Tools for Automating Your Social Listening Strategy
Now that we’ve covered the more time-consuming manual methods of employing social listening strategies, let’s give you a healthy list of tools you can use to streamline the process…
Social Listening Tools
Manually monitoring brand mentions across platforms is tedious. Social listening tools such as…
- Buffer
- Hootsuite
- Brandwatch
- Sprout Social
…automate this process, providing real-time notifications and reports on your brand mentions, relevant keywords, and industry trends.
These tools go beyond mentions, allowing you to discover influential voices in your industry and analyze the sentiment (positive, negative, or neutral) surrounding your brand and industry conversations. This helps you understand audience perception and identify potential brand advocates.
You can schedule automated reports to receive regular updates on key metrics and set alerts for spikes in mentions or specific keywords. This ensures you stay informed and can address potential issues promptly.
Alerts & Saved Searches
Set up Google Alerts for your brand name, industry keywords, and competitor mentions. You’ll receive email notifications whenever these terms appear online, keeping you updated without actively searching.
Most social media platforms allow you to save searches for specific keywords or hashtags. This creates a readily available stream of relevant conversations you can revisit and analyze.
RSS Feeds
Follow relevant industry blogs and publications using RSS feeds. This aggregates their content in one place, allowing you to stay updated on industry trends and potential customer concerns discussed in their articles.
Social Media Listening Benefits
While automation saves time and effort, it shouldn’t replace manual listening entirely.
Social listening tools might miss the subtle nuances of human communication. Sarcasm, humor, or specific contexts can be misinterpreted by algorithms. Manual review allows you to grasp the true intent behind conversations.
Sometimes, the most valuable discoveries come from unexpected places. Manually exploring online communities can lead you to new trends, customer pain points, or potential collaborations that social listening tools might miss.
The Ideal Approach
The best social listening strategy combines automation tools for efficiency with dedicated manual exploration for deeper understanding. Use social listening tools for…
- Tracking Brand Mentions & Industry Trends
- Identifying Influencers & Sentiment Analysis
- Scheduling Reports & Setting Alerts
Complement these tools with manual listening through…
- Reviewing Saved Searches & RSS Feeds
- Exploring Online Communities & Forums
- Spotting Unexpected Trends & Insights
By combining these methods, you create a well-rounded social listening strategy that delivers a comprehensive understanding of your audience and industry.
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