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 proactive 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:
One can plan an effective communication strategy by knowing and understanding the conversation topics of the industry, the brand, and the audience, which in turn will save both time and money.
There is a great dispersal in the amplification or viralization of Social Media campaigns (the impact of a post or Tweet). There are brands that have a very high amplifications while others are seldomly replicated. What are the reasons?
A correct or incorrect planning of the content for the segment or the target audience.
The key to generating content with high levels of virality is to understand how the audience talks, what their interests and codes are, and most importantly, what is their sense of humor.
It is common to find brands that have, through proactive listening, managed to take advantage of a social phenomenon. For example, some brands may jump on board with a musical hit or art movement. A brand can take advantage of a phenomenon several times if a community manager spots it, and in a passionate and funny way, is able to jump on board, take control of the situation, and position the brand accordingly.
Therefore, being smartly opportunistic might make a huge difference in the results of your social media engagement.
Receiving and organizing customers’ “feedback” about products in real time allows brands to identify new development opportunities for products. Companies must go from focusing on defining the portfolios of their products to focusing on the consumer experience as a source of innovation.
There is also the stage to discover the habits of the audience with that product, which will be useful for creating promotions, content, campaigns, messages and advertisements. For example if a product is being combined with watching a film, eating something with friends or drinking a cold beverage, one can expect to find comments like, “So glad I’m going to see a movie with [product]”. Identifying these correlations will enable the creation of effective content, and sometimes, product bundles.
Social media influencers are highly respected people within their respective social media communities. They usually write blogs and communicate with their followers effectively with the ability to gain their trust and confidence. Influencers are known to have significant popularity rates and can influence people according to their purchasing behaviors. This means that getting an influencer to recommend your brand to his followers can help increase your social media traffic and potential sales. Just imagine how much traffic your website can get if you successfully got influencers to promote your brand on their blog sites.
Building relationships with top social media influencers is the next step after completing your list. You cannot successfully increase your social media traffic without getting them to promote, share or like your business. This part can be tricky, you will need a good Social Media Listening platform and approach in order to identify these influencers and attract their attention so that you can increase the value of your brand and reach your digital marketing goals.
In the B2B market as well as in high price products like cars, boats or jewelry, It is possible to develop a Lead Generation process based on social media listening. This process may allow brands to access prospects conversations that have shown interest in their products and nurture the lead until it is ready to be directed to sales.
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!