Broad listening in social media allows businesses to capture targeted intelligence by following strategy-specific data, and then actioning those items, and using the information gathered to make important decisions. Broad listening occurs not just via social media channels, but across the web from millions of sources that include news, blogs, comments, wikis, reviews, forums, and many more.
Across a company, listening can provide insight and business value for:
- Trending news stories and reporting opportunities
- Product development—by listening for product-relevant mentions, companies can tap into positive and negative feedback to make improvements and offer the best possible product or service
- Competition monitoring—keeping an eye on competitors will show how customers are feeling, and identify opportunities in the market
- Potential customers—filtering content can pinpoint potential customers with the intent to buy
- Campaign opportunities—being in tune with your market is key in digital marketing, and there’s nothing clearer than demonstrating that you’re listening and sharing the experiences of the people you’re trying to reach
- Customer service—proactive customer service teams can listen to brand chatter to offer service and resolve issues before customers have a chance to look elsewhere, or thank happy customers
- Crisis management—broad listening enables brands to get ahead of breaking news, turning potentially negative stories into quick, positive responses
- Human Resources—keep an eye out for potential new recruits and monitor them over time
By using a centralized platform to filter data and assign a relevant team or individual to handle key points, the millions of sources turn into specific, actionable items across business areas. Instead of being overwhelmed by the amount of information that’s out there, you can channel it to your advantage, and harness listening’s real potential.
Some key steps for actionable listening:
- Decide on the right keywords for your brand, market, and product. Work through a few different combinations and test to find out what works best.
- Determine keywords for following your competitors and their products
- Identify and engage with your influencers to help drive brand equity
- Have informative content on hand to back up potential sales
- Develop strategies and workflows early for crisis management
- Be ready to respond in real time – make sure that you bring in the right resources to respond quickly and on brand.
Social listening allows you to find out who your customers are, and what they like. By developing strategies across your organization, you can use Listening to develop substantial, sustainable relationships with your market, and comprehensively drive business.