Brands can leverage social media monitoring to gather a variety of insights. Those insights can be shared across the organization for marketing, customer service, and product development.

For instance, Warby Parker might notice their audience asking for more discount information. They could then create a blog post or update their Twitter bio to answer those questions.

Create a list of keywords and hashtags.

When monitoring a hashtag, sample 10% to 100% of the posts. Doing so will help you identify audiences with different viewpoints and needs. This will also give you a clear picture of the overall sentiment.

This data can be helpful for both customer service and marketing. For example, if customers complain about a particular aspect of your competitor’s product, you can enter the conversation and suggest your solution.

You can also use social media listening to keep track of your reputation. Sudden increases in negative feedback or a drop in brand sentiment could indicate that your business is taking a wrong turn. It’s essential to act quickly in cases like this. This way, you can correct the situation before it spirals out of control.

Set up alerts.

Depending on the type of monitoring you choose, the social listening guide can create alerts to notify you when a specific word or phrase is used. This makes it easy to keep tabs on the topics that matter most to your audiences.

As a result, you can use this information to create content and customer experiences that align with those needs. This might include providing educational resources or creating tutorials on how to use products.

It would help if you also considered working with your customer service, marketing, and product development teams to ensure they know the social information you’re collecting. They may have questions or feedback that could be a good opportunity for your business to respond. In addition, they might be able to offer suggestions for improving your social listening strategy.

Create a dashboard.

Creating a dashboard for social media listening gives you a place to view and analyze the results of your efforts. This is important because it can help you determine whether or not your campaigns are meeting their intended goals.

Ensure the dashboard is visible to other teams benefitting from its information. This includes your customer service, content marketing, and product development teams.

For example, if your competitors release a product update that people aren’t happy with or they make a mistake in responding to a customer complaint, it can be helpful to know about it. That way, you can learn from their mistakes and avoid making them yourself. It can also be beneficial to see how your competitors’ social strategies are performing.

Monitor your competitors.

Monitoring conversations about your industry and competitors is essential for social listening to be effective. This allows you to understand what your audience wants from your brand. For example, many people in your audience ask for a particular product feature. In that case, you can respond by creating a landing page or adding that feature to your existing product.

Monitoring your competitors also helps you identify any growth opportunities. For instance, if your competitors need more feedback for long wait times in customer service or are using an unpopular marketing tactic, you can take note and improve your processes. This will help you stay ahead of your competition and keep your customers happy.

Respond to comments.

Getting top-of-funnel customers to engage with your business starts with responding to their comments and feedback. Getting the most value out of your social listening efforts means applying the insights you gain to your content strategy, products, marketing initiatives, and customer service. Establishing goals and a plan to dive into the data and extract these insights is essential to your social listening success. Monitor and report your progress based on your social listening goals.

By Sambit