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Learn How to Improve Customer Engagement Through Social ListeningAdmin 02-06-2021
A major difference between a successful social media presence and an average presence of any brand is its ability to engage with its customers. Brand engagement is one of the most important factors behind any brand’s success on social media platforms.
Regular customer engagement on social media platforms helps build brand trust and loyalty. It spreads awareness about your brand and allows you to connect with your customers on a deeper level. Naturally, when you are constantly engaging with users across social media, they will know that you are a reliable source of not just information but also of the goods and services that your business offers.
Better social engagement works to increase the lifetime value of your customers and eventually increase steady profit. So, it is not an exaggeration to say that a major part of your social media success depends on how and how much you engage with your customers online.
One of the best ways to create engagement with your social media consumers is by social listening.
What is social listening?
Social listening refers to monitoring, understanding, and utilizing the information on your brand and industry, received from the users on social media. It goes beyond monitoring what people say about your brand to use that information for the improvement and modifications in the brand, its products, or services.
For example, if you are a fast-food brand and see that people like your burgers enough to talk about them on social media but are not very happy with your wraps. You can use this information to modify your wraps in a way that will make them more enjoyable.
This whole process that you went through is called social listening. You observe what people say about your product and use that information to improve your product so that people’s views change from negative to positive.
Why social listening is important?
Social media users often post content about brands that they like or if they want to resolve any issue about a product or service they purchased from a business. They like it when their concerns are addressed by the business on social media as soon as possible. This increases their trust in the business and encourages them to make future purchases from the same brand.
Apart from this, there are many other advantages to social listening. It allows you to know and understand what is currently trending among your targeted audiences. You can analyze how these trends can be included in your brand’s social media post sharing. That way, your social media posts can be more relatable to your audience and make you a part of their conversation.
Social listening also helps in identifying the pain points of your audiences. You can use this to think of ways to address and resolve them by offering them an improved product and service. It also enables you to know what your competitors are up to so that you can plan further accordingly.
There are many reasons why your brand should start social listening. These reasons include:
- To identify the tone of your audience
- To engage customers
- To manage crisis communication
- To attract new audiences
- To find new opportunities
Listening to your customers on social media opens up various opportunities for your brand growth.
Benefits of social listening
As mentioned in the previous section, there are many advantages to social listening. While we only mentioned them previously, in this section we will see how exactly social listening can help your brand’s social media presence and increase engagement.
It increases customer interaction on social media platforms
When you are monitoring a specific keyword, or in this case, your brand name or mention, you will come across many user posts that are positive, negative, or neutral for your brand image.
These posts or comments decide your brand health on social media. By social listening, you can respond to the negative comment into a positive customer experience and improve the brand relationship with the customers that have already posted something positive about your brand.
With neutral comments, you can respond to them appropriately. And if they are comments seeking answers for your product or business, you can give them satisfactory answers to their queries.
Understanding the audience tone
For any brand or business, knowing your audience is vital. It allows you to understand what their needs are and accordingly, you can create social media content that connects with the audience.
However, while knowing your audience, you also need to understand how they talk, what slang they use to become a part of their community. Only when you are one of them can you convince and influence them to buy your product or service. This is when they would also start trusting your brand more.
Social listening allows you to know all of this and more about your target audience. In fact, it enables you to identify your online audience and their traits. With this information, you can create a lookalike audience to target your ads and content to those who may not be aware of your brand or have not followed you yet.
Managing crisis communication
Rarely, your brand or its product may fail to give what the people expect or show faults that you did not expect. Sometimes these faults are small and unnoticeable, other times, they may cause a problem for your brand image.
These are the time of crisis when you need to be cautious about what communication goes out to the public. A brand’s worth is often gauged by how it handles the crisis. In situations like these, social listening can be of great help to understand what is the conversation going around about your brand.
Based on that, you can strategize on what to do next. While your PR team puts out any statement, your customer service team can collaborate with them and respond to any comments or mentions on social media and put efforts to turn the negative comment into a positive experience for the customer.
Attracting newer audiences
Social listening allows you to understand what your audience is talking about. It could be their pain points, or it could be a topic or concept that suddenly gained momentum among them.
You can address some of those topics that match your industry to reach out to your audience on social media. That way, you become a part of their conversation and encourage newer audiences to check out your page and follow it.
Getting new opportunities
While social listening, it is important that you also listen to what your competitors are saying, where they are gaining and where are they losing. You can see what people say about them and find opportunities to improve or innovate your products that fill in the gap that your competitor has left.
This helps you to understand where you can get an upper hand and lets you learn from the mistakes of others.
As a business owner, you must have been listening to what people say about your brand for a long time, only now, it has become virtual and more widespread. You can talk to your digital marketing agency to help you out with analytics of social listening and how you can leverage the information to boost your business online.
Getting maximum engagement on your social media posts is a necessity for a successful campaign. But you can only increase the engagement with genuine content, and knowing what your audience wants. You can start your free trial for digital marketing services to get a successful social media marketing campaign running.
What do you do to know how your audience perceives your brand? Let us know in the comments below and be sure to check out other blogs similar to this one.