Digging Deeper on Social Listening

 

How to unlock the secrets in social media

We’ve all heard the line “The customer is always right.” Almost all the companies follow this golden rule to satisfy the best kind of customers-those who know exactly what they want. Unfortunately, it’s not always the case. Some companies have served customers who want something but have no clear idea of what it is. This has caused confusion, sometimes misunderstanding, between the business owners and the customers. 

 

If only telepathy exists or wiretapping is legal, then dealing with these difficult customers and knowing what they want would be a piece of cake! But then it’s not, so a lot of business owners still have to face the challenge of understanding their customers at a deeper level. Thankfully, with the rise of social media, anyone with a computer and internet connection can turn on to this social media sites to find out what they need to know about their customer base. 

 

This is where the fairly new but extremely helpful practice of Social Listening comes to play. Interested? Read on to learn more about what it is and how it’ll help your company.  

 

What is Social Listening?

 

Social Listening is the process of identifying, assessing, and monitoring digital conversations to understand what customers are saying about your company or brand online. An example of which is getting feedback from customers through social media sites. 

 

In social media, individuals, customers or potential customers are given a platform to openly voice their opinions and desires. And while it can seem like a jumbled mess of random, inane thoughts, companies who approach social media with an open mind can find patterns and navigate their way to success. 

 

One of the most advanced and powerful tools for Social Listening is called ad hoc analysis. In a nutshell, ad hoc analysis is a way to answer a specific question like “Are people happy with the company’s products or services?” or “What features of the company’s products or services would customers like the company to expand on?” Ad hoc analysis answers these questions with different types of data summaries. 

 

Social Listening has proven to be so effective for many companies that there is a host of tech companies who provide services and software for just that: Free services like Google Alerts, RSS feeds and paid software like Brand24, Brandwatch, and Digimind Social to name a few.

 

How to Social Listen

 

The best Social Listening practices are the ones that take the most relevant pieces of information found on social media so that they can be applied to make the company better. In order to do that, it is vital that Social Listeners have a holistic understanding of the potential of Social Listening.

 

First, it shows them their market: Who is buying their products and availing of their services. With this information, companies can figure out how to best serve their market. By creating communities based around their brands where customers can discuss what the strengths and weaknesses of the brand are.

 

Second, it gives them the opportunity to gauge their competition. By listening to the customers of their competitors, they can see how they can tailor their own products and services to be better. Finding their competitors weaknesses is the best way to do this, by searching for social media posts about what their competitors can’t and don’t do.

 

Third, Social Listening can reveal patterns in consumers’ purchasing behavior. It answers the questions of “what were the circumstances that led to a purchase?” Capitalizing on information like that is what will make the difference between growth and stagnation.

 

And finally, Social Listening is the fastest way to provide customer service. The difference between good customer service and excellent customer service will show in the company’s profits.

 

Who are the Social Listeners?

 

With the many tools now available for Social Listening, it might seem as though all it takes is to type a few keywords and hit the enter key. But that’s really only half the battle. At its core, Social Listening is gathering raw data. And raw data on its own is useless. It takes a human element to sift through that data and find the important parts.

 

Social Listening is by far the most efficient way for companies to predict possible problems and complaints in order to improve their products, services and relationship with their customers. As well as to directly engage with their customers and build a relationship that feels more personal and sincere. So the next time your boss tells you to get off Facebook and stop tweeting, tell him you’re practicing Social Listening for the betterment of the company.

 

 

How to unlock the secrets in social media

We’ve all heard the line “The customer is always right.” Almost all the companies follow this golden rule to satisfy the best kind of customers-those who know exactly what they want. Unfortunately, it’s not always the case. Some companies have served customers who want something but have no clear idea of what it is. This has caused confusion, sometimes misunderstanding, between the business owners and the customers. 

 

If only telepathy exists or wiretapping is legal, then dealing with these difficult customers and knowing what they want would be a piece of cake! But then it’s not, so a lot of business owners still have to face the challenge of understanding their customers at a deeper level. Thankfully, with the rise of social media, anyone with a computer and internet connection can turn on to this social media sites to find out what they need to know about their customer base. 

 

This is where the fairly new but extremely helpful practice of Social Listening comes to play. Interested? Read on to learn more about what it is and how it’ll help your company.  

 

What is Social Listening?

 

Social Listening is the process of identifying, assessing, and monitoring digital conversations to understand what customers are saying about your company or brand online. An example of which is getting feedback from customers through social media sites. 

 

In social media, individuals, customers or potential customers are given a platform to openly voice their opinions and desires. And while it can seem like a jumbled mess of random, inane thoughts, companies who approach social media with an open mind can find patterns and navigate their way to success. 

 

One of the most advanced and powerful tools for Social Listening is called ad hoc analysis. In a nutshell, ad hoc analysis is a way to answer a specific question like “Are people happy with the company’s products or services?” or “What features of the company’s products or services would customers like the company to expand on?” Ad hoc analysis answers these questions with different types of data summaries. 

 

Social Listening has proven to be so effective for many companies that there is a host of tech companies who provide services and software for just that: Free services like Google Alerts, RSS feeds and paid software like Brand24, Brandwatch, and Digimind Social to name a few.

 

How to Social Listen

 

The best Social Listening practices are the ones that take the most relevant pieces of information found on social media so that they can be applied to make the company better. In order to do that, it's vital that Social Listeners have a holistic understanding of the potential of Social Listening. 

 

First, one must know the market: Who is buying their products and availing of their services. With this information, companies can figure out how to best serve their customers. By creating communities based on their brands, customers can discuss what the strengths and weaknesses of the brand are.

 

Second, one must understand and gauge their competition. By listening to the customers of their competitors, they can see how they can tailor their own products and services to be better. Finding their competitors weaknesses is the best way to do this, by searching for social media posts about what their competitors can’t and don’t do.

 

Third, one should assess the patterns in the consumers’ purchasing behavior. It answers the questions of “what were the circumstances that led to a purchase?” Capitalizing on information like that is what will make the difference between growth and stagnation.

 

And finally, Social Listening should help companies provide better customer service. The difference between good customer service and excellent customer service will show in the company’s profits.

 

Who are the Social Listeners?

 

With the many tools now available for Social Listening, it might seem as though all it takes is to type a few keywords and hit the enter key. But that’s really only half the battle. At its core, Social Listening is gathering raw data. And raw data on its own is useless. It takes a human element to sift through that data and find the important parts. It's important for the company to process and evaluate the gathered information in order to maximize its use.

 

Social Listening is by far the most efficient way for companies to predict possible problems and complaints in order to improve their products, services, and relationship with their customers. As well as to directly engage with their customers and build a relationship that feels more personal and sincere. So the next time your boss tells you to get off Facebook and stop tweeting, tell him you’re practicing Social Listening for the betterment of the company.