Now, social listening tools assist business owners to monitor brand sentiments real-time, over the digital front.
Today, social media management isn’t just about devising strategies, launching campaigns and evaluating the number of likes and comments received by a post. Reaching your customers when they mention your brand and interacting with them is essential to determine brand sentiments, while also proactively addressing key concerns.
Listening and engaging with your audience outside your target campaign(s) or hashtag(s) is a challenge. Therefore, being able to listen into conversations over social media where users haven’t mentioned your official brand name/handle/hashtag (basically what notifies you that you are being spoken of) proves the true versatility of social listening tools. By gauging how customers feel about your brand, you can gain the edge to also make informed decisions for key business areas such as marketing and product development, in the future.
Social listening tools therefore enable brands to create a unanimous link between consumers, and help bridge that gap when it comes to connecting and engaging. In turn, this leads to better understanding of brand perception, as well as brand management.
Social listening tools assist brands in 2 key scenarios, which are:
1. Negative situations: you can execute steadfast reputation management in the event a negative comment or post is made about your brand, even if an official handle/hashtag isn’t used and you aren’t notified.
2. Proactive marketing: feeding social listening tools specific keywords can reveal who is talking about something which your brand can potentially offer, and directly make suggestions or advertise your products/services to them.
Social listening tools aren’t confined to social media networks alone; blogs, websites, forums and review sites are also scanned to reveal insights about who has been saying what about your brand, when, where and why. Additionally, various advanced social listening platforms process data from findings to determine ROI. In other words, the final report can tell you how many of your followers have been converted to customers.
Unlike times gone by when customers approached brands, the current era of customer engagement needs to be initiated by brands themselves, by reaching out to its audience and proactively conversing with them. So it’s not difficult to see that the next generation of customer support and engagement will be over digital. As a brand, being equipped with the right ammunition is what will help you rise up to the challenge!
Thinking of applying social listening tools to your digital marketing efforts? Allow us to guide you on how you can make the best use of these sophisticated features for optimum perception building and online reputation management.
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