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 reactive 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:


Understanding the impact of marketing campaigns:


Monitoring and listening to users’ comments about particular campaigns will allow you to know the impact that they each have had during your execution. This will allow you to know whether to enhance advertising or adjust your strategy. For example, consider the content that has achieved little market acceptance.


Crisis identification and brand protection:


Through the use of various crisis detection techniques, social media listening tools can allow their users to detect and react to situations that could potentially be harmful to the brand (Facilitating PR).


Customer help and support:


It is important that you listen and respond to any questions or concerns that consumers may have. This will allow you to clear up any doubts or confusion, thus improving the consumers’ experiences and enhancing their trust in your products and/or services.


“The companies must create networks and communities as focus of their competitive advantages and value generation Luciano Acosta, Regional Sales Director


There are currently billions of comments pertaining to name brands and products that are generated on a monthly basis by active users on social media channels.


How many are really reaching the correct departments according to the topic of conversation?


  1.          Marketing
  2.          Sales
  3.          PR & Communication
  4.          Market Research
  5.          Product Innovation
  6.          Customer Support
  7.          Digital & Social Media Marketing




Once the listening process is complete, it is essential that all relevant information that was previously identified gets delivered to the right ears. In order to do so, you will need an ambassador of the consumer voice. This role is particularly important because this will be the person who pays special attention to what the audience is saying while ensuring that information is distributed to key people who are not necessarily involved in digital marketing. He will also monitor product development, innovation, social responsibility, government related areas, and more.


There is no longer a predominant area that has taken that responsibility in consumer product companies; however, most companies have already defined that person, either from the product area, marketing sector or other corporate communication areas.


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!