What is Social Listening, and Why Does it Matter?

Now a days, it isn’t enough to just have an established presence on each social media network. In order for marketers to better connect with their audiences online, they need to know the ins and outs of each platform and how to utilize them to their advantage.

That’s where social listening comes into play. According to B2C, Social listening is the process of tracking conversations around specific topics, keywords, phrases, brands or industries, and leveraging your insights to discover opportunities or create content for those audiences.

People are quick to share their thoughts and opinions online and aren’t afraid to speak about the positive and negative experiences they’ve had with brands. This can be extremely helpful for marketers as social listening allows them to understand consumers attitudes and preferences about their specific brand.

Social listening matters as it allows marketers to gain information about their brand and their audience. Social listening also delivers positive results on social media as it helps brands increase their activity rate by 25% and decrease reaction time on social channels by 50 minutes, according to research found by SentiOne.

So, you might be wondering how companies can leverage social listening in order to gain key insights about their brand. Understanding how to use social listening starts with understanding each social platform.

Knowing the purpose behind each platform is crucial. While some social media channels may deliver similar content, each platform has its own distinct purpose and intent. It is important to understand the unique features that each platform has so that you can deliver content that aligns with your viewers intentions.

Once you understand the purpose behind each platform, you should do your research to understand how to use each social media network. Figuring out how you can gauge audience engagement through different social features will become evident in understanding your audience online.

It is also important to pay attention to what content your audience wants to see. It isn’t enough to just post endlessly to gain awareness. You need to tailor your messaging so that it aligns with the content that the public wants to see. Your audience is much more likely to engage with your content if it aligns with their interests and preferences.

Going through your past posts and reviewing what content received the most likes, shares, saves or comments and which ones received the least can give you insights into what content your audience enjoys viewing the most and which content they aren’t connecting with.

Outside of your own personal pages, it is also important to explore different pages, groups or hashtags that your audience may be using to better understand and relate to them. Figuring out why they are engaging and how they are engaging online is key.

Social media is an invaluable tool for insights and trends in consumer behavior. Understanding how to use social media is vital in effective social listening. It provides insights about your brand, your audience, your competitors and trends relating to your industry. By gaining key insights through social listening, you’ll be able to better serve your clients’ needs and goals.

Being an effective communicator starts with being a great listener. Your audience will tell you everything you need to know online as long as you are willing to be an active listener.

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