Listening the Key to Your Social Media Success
Even though 67 percent of consumers who engage with companies on social media do so to obtain service, fewer than 3 percent of brand mentions on Twitter actually use company or brand identifiers, according to a recent study by J.D. Power and Associates. Often messages are sent between people, not directed to a company. That means a majority of discussion around a company or brand flies under the corporate radar, even when social media response policies are in place.
Most companies are adept at posting messages to social media and responding to inquiries or issues directed to or about them, but actively listening to social chatter provides insight into consumer attitudes about brands and competitors that can truly guide effective sales and marketing strategies.
That's why social media listening is so essential. It monitors social media channels holistically, including passive brand mentions or person-to-person messages, and can be used to shape perceptions while they're malleable. Mitigating damage from negative messages is only part of the value of social media listening, however; it also uncovers opportunities that can be used to cultivate brand evangelists and identify new sales leads among users that never directly engaged with the company.
Large companies, particularly those with several brands in their portfolios, can literally be mentioned thousands of times per day on social media channels. When products and/or services are distributed in multiple regions, these messages are produced in several different languages. Effective social media listening is dependent upon monitoring every mention of a company or brand in any language that it originates in. Each message must be filtered and classified, and those warranting responses must then be routed to the appropriate team member.
How to tap the hidden value of social media
Businesses interested in leveraging the value of social media listening can start by developing the ability to do the following:
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