However, even the best social listening tool will be rendered useless if you don’t know how to properly leverage its data. At Mitchell, we often use social listening tools to help clients see and hear what their key audiences are saying about their brands or even to gain competitive information. For one restaurant brand, we used it to identify how a new menu offering was received; for a major corporation, we used it to monitor negative feedback on new policy changes. And geotargeting has been very useful to garner attention for local grand opening events.
Of course, none of this information does any good if it doesn’t lead to conversions. To that end, here are four best practices:
1. Prioritize quality over quantity. As a skilled marketer, you know how vital high-quality content is to converting leads. Don’t let the sheer volume of opportunity available on social media tempt you. Choose which platforms to use, and develop a strong presence with excellent follow-up and engagement. Not being on any one platform won’t damage your brand, but having social media accounts that you’re not keeping up with can hurt you a lot.
2. Adapt to different platforms. Not all social networks are created equal. For example, different platforms work on different time frames. Once you’ve begun engaging with your community, you can’t afford to let the ensuing opportunities pass you by.
Twitter, in particular, is fast-paced. When people tweet, they’re engaged in that conversation for the next couple of minutes. If you can catch them in the moment, you could win big. If not, they’ll move on to the next brand. Think about how you will leverage a customer raving about your brand. And on the flip side, you need to have a crisis plan in place should your consumers engage with negative feedback.
Sarah Clark is the president of Mitchell, an award-winning public relations firm that creates real conversations between people, businesses, and brands through strategic insights, customized conversations, and consumer engagement. The agency is headquartered in Fayetteville, Ark., with offices in Chicago and New York City.
Mitchell is part of Dentsu Aegis Network, which is made up of nine global network brands and supported by its specialist/multimarket brands. Dentsu Aegis Network is Innovating the Way Brands Are Built for its clients through its best-in-class expertise and capabilities in media, digital, and creative communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network is headquartered in London and operates in 145 countries worldwide with over 30,000 dedicated specialists.
Clark is one of the top strategic communications professionals in the country, with more than 25 years of experience in corporate communications and an exceptional track record in protecting corporate reputations and redefining perceptions in key areas of business.