There are different reasons as to why it is important to listen to customers and interest groups in social networks, and each one of them has its own individual level of importance that is linked to the business objective of each brand or industry. We have identified 3 major ways of listening that are common in different industries.
In this post we will talking about passive listening as an one of the ways of Social Media Listening and your best practices (you can also read the full report here), within this field, the following practices are currently highlighted:
- Brands can understand the successes and failures of the industry by listening to conversations about their competitors. This, in turn, allows them to develop best practices and market knowledge while avoiding the inconvenience of a learning curve.
- While listening to the competition is an important source of information, indirect players must be taken into account as well, It is important to listen to those other brands that compete over the same audience or market segment, regardless of whether or not they compete over the product or service
- Following brand reputation in real time allows companies to have a new and immediate understanding of the impact that people’s conversations have on the evolution of “brand equity”, which is a term that is used to describe the value of having a renowned brand that is able to increase the value of its products because of its reputation.
- Spontaneous conversation: It is important to highlight in this point, that people in social networks often talk about the brand on their own initiative, and not because the conversation had been started by the company. We have identified several examples of brands that have a high interaction level without any specific action from the company to increase its share of voices. That behavior enables marketing professionals to identify trends, interests and common habits by the audience.
Same as with brands, products have their own reputations too, and following then allows us to understand sales evolution, among other variables.Conversations on products and services are generally pertaining to their characteristics, like the flavor or packaging of a food product, the power or performance of a car, or the quality of a service.
Download the report: 3 ways of listening in social media and learn how to enhance your social media listening strategy with active, reactive and passive actions that will lead you to success!