How to use social media listening to understand and engage your customers, and innovate your brand
There is an infinite variety of opinions out there, and there is no denying the value of social media listening and analysis. From the basic to the advanced, there are numerous ways of doing this, but also there is no denying that the most efficient way is through of a social media listening tool for a product or service.
1) How many conversations?
Not only is it important to understand how many conversations are happening across social networks, forums or blogs, but also when, why, and where they are happening. Is there a particular day/time period when conversations pick up? This could be related to an online sale, a media story, and/or a post on your own social media channel. By knowing the answers, you’ll be able to learn what your customers like and don’t like.
Social Media Analytics tools are essential not only because of the volume of comments and mentions about a brand or product, but also because it helps us to know how those entries are spread over a period of time.
Socialmetrix Echo monitors and reviews major traditional media and major websites for their online editions and user-generated content. It captures new sources of information for (from?) each person by identifying the exact dates that comments or publications are made, and then presenting them in chronological order, as opposed to ordering them by the moment each entry was indexed by search engines.
2) How does the sentiment appear?
Now that you know how many conversations are happening, it’s important to think about whether those online mentions are positive, negative, neutral or objective. Again, we can learn about the positive and negative things that our audience have chosen to post about, and that will help massively when refining a strategy. After all, your audience are the people that you’re selling to, building content for, and attempting to appeal to.
A Social Media tool must Identify how people express themselves online; find out if they love, hate, or feel neutral about your brand, products, and campaigns; and determine their impact on your business. Socialmetrix Echo will allow your analysis to be more assertive and your decisions to be more effective.
3) What are the conversations about?
What are people talking about when they mention your brand, product or service, and is this something that is actionable (e.g. possible to change within your business)? Sometimes you might want to consider the influence of the individual’s opinion, but that’s a whole different post. In an ideal world, you would want everyone to be happy, regardless of their follower numbers. So, it’s important to take time to consider what’s possible or whats´s not.
In Socialmetrix Echo you can set themes that already have identified a product for which you want to know why people have more positive or negative reviews with more or less volume. This facilitates analysis on multiple levels and lets you gain deeper insights into how online chatter is impacting your brand and company.
4) What are the major trends?
Aside from individual conversations, as mentioned above, there will also be topics that will be popular within the conversational data. These are often mass shares of a news story, but all the same, they are good to know about. Other times, you may find that a group of customers will have similar issues, e.g. website access, “I can’t use X’s website. It’s terrible”, or mass retweeting of a negative comment. Social media listening is useful in this instance for identifying a problem and react quickly.
A Social Media tool must help you to evaluate reactions to your different actions (posts, videos, enquiries, product release) and to understand what content is connecting, which creative ideas are working, what content format works better, and what messages are creating buzz.
Socialmetrix Echo allows you to identify issues and trends that emerge in the same interaction between people in social networks of these brands, which we call themes dialog, which allows you to identify issues that emerge around the brands that you analyze.
5) Where online do the conversations occur?
Social media listening tools will show you where conversations are taking place. So if 90% of complaints occur on Twitter but you put all your resources on YouTube, you simply won’t be able to effectively respond to them. Knowing where your audience talks about your brand can be a key source for building a social channel/presence strategy.
Socialmetrix Echo’s customizable filters can organize information by brand, product, sentiment, comment, and source types. With source types, you will have sources that have more mentions within brands, products, themes and features. These sources will be the metric that allows customers to identify which social networks yield the most negative, positive, and neutral reviews. And also to see these opinions, and which authors are the most active.
6) Who are the commentators?
Knowing who is talking about brand, product or service can help you to map your advocates, detractors and commentators. Is there a person that mentions your brand most often? Are they saying good things or bad? Would you like to encourage their content or correct their factually untrue rants? Or would you simply like to build a list of positive commentators for a future marketing campaign? Identifying individuals and commentators is a great way to understand more about the personality of your audience too.
A good Social Media Tool must provide features that help you to identify key influencers to help grow your online presence.
Socialmetrix Echo provides ways to engage with your audience by getting detailed information about its sentiment and the level of engagement that it has with your brand and products. Socialmetrix Echo tells you who is leading the conversation in your different social media channels; such as Facebook, Twitter, Google+, YouTube, blogs, forums, and traditional media online, thus enabling you to find advocates, detractors and commentators of your brand.
7) Where are the conversations happening?
Literally, where are people saying things about your brand, product or service across the globe? Imagine if there was a large community based in Miami that is obsessed with your brand, or if the people in São Paulo were very negative about you. Wouldn’t you want to know this? And wouldn’t you want to know why they felt the way they did? By analyzing this type of data, we can build a map of sales vs. online conversations and spot gaps in our most prominent markets, or build outdoor campaigns when thinking about perception change, for example.
As other Social Media metrics, the geolocation is not a standard metric, don´t follow a measurement recipe.
The Socialmetrix Echo system for auto-detect regions allows to obtain the information of geographical localization for Twitter users.
Learn more about Marketing Data Driven here.