Social Listening Why Listen?
There are many ways to #FAIL on social media.
Social media has ‘happened to us’ as businesses. We can’t ignore it. And some companies that have resisted social media have been dragged into it, and they’ve figured out that there’s all these ways to fail at it.
There are a lot of ways to fail at social media, and a lot of those ways end up embarrassing those brands or embarrassing principle members of the company.
There is no bigger fail in social media than to just not be listening to the conversations going on about you and your company. There are mentions and questions that need to be responded to.
Some brands are not participating and answering their audience.
As a brand, you want to make sure you’re answering both the negative and positive feedback and/or compliments, and complaints.
People are talking about your brand on all kinds of channels. Maybe they’re doing video complaints about you and your brand on YouTube.
Your organization needs to be “listening” for these things on the social web.
Social Listening Is an Expectation
Your clients, prospects, and customers expect your company to be “listening” on the social web.
You should be using social media as the customer service channel that it already is for you and your brand.
Listening is foundational. It informs the other stages of Social Influencing, Social Networking, and Social Selling.
- What kinds of content should we be creating? (Influencing)
- You can find the people you should be partnering with, and the people who can give you media mentions. (Networking)
- What do people respond to? What do people need? What are people asking for? (Selling)
This is why we start with Social Listening. It informs the rest of our activity on social media.
Social Listening Goals
The most basic function of social media marketing is the management of criticism and praise from customers, prospects, and media outlets.
If you aren’t listening then you’re going to have a hard time retaining customers, reducing refunds, and responding to what customers really need from you. And you can’t identify product gaps.
- Reputation Management– If customers are ranting on your social media, then there needs to be a response from your company, ideally within 12 hours.
- Increase Retention/ Reduce Refunds– We can retain people who are in our subscription programs and we can bring refunds down by implementing a social listening program to alert us to the issues that needs our immediate attention.
The main business objectives are revenues and costs. When you reduce refunds, you are very connected to the revenues of your business.
- Identify Content Gaps– What problems are customers and prospects asking about? What solutions do they need? How can you turn it into content?
If you have people voicing issues, then you need to have a community manager who’s listening to the issues and routing it to the proper team. The community manager needs to respond within 12 hours. Acknowledge your prospects and customers. Let them know you hear their issues. Let them know you care as a company.