SOCIAL LISTENING AND WHY IT MATTERS

Oftentimes as marketers, we are so concerned with sharing and being the initiator of conversations with our target audience, but how often do we actually listen?
 
If we reach out to our audience with ads, email, content, notifications, and more, but we never actually wait for their feedback, we are never going to advance our social media marketing strategy.
 
Let’s practice social listening and joining the conversation.

WHY SOCIAL LISTENING MATTERS

Social listening refers to the practice of tracking social media platforms to monitor brand mentions and conversations that are of interest to your brand. 
 
This is important to keep a close eye on mentions of your brand in order to engage your fans, respond to customer service inquiries, and gather new followers from related conversations.
 
It’s also important to socially listen to your competitor’s conversations and brand mentions to understand the landscape and customer perceptions.

METRICS TO MONITOR FOR SOCIAL LISTENING

While there are many metrics you can track for the purpose of social listening, the following 5 from Astute Solutions are likely the most important
 
  1. The Volume of Conversation: The number of brand or product mentions.
  2. Rate of Engagement: Measurement of how many replies, mentions, likes, and other engagements your brand receives across social media in relation to how much content you share.
  3. Share of Voice: Your presence on social media (engagement, messages, mentions) divided by the entire presence of the industry.
  4. Sentiment Analysis: This refers to the level of positivity or negativity attached to your brand or product mentions.
  5. Competitor Metrics: This refers to the monitoring of competitor metrics alongside your own.

CONCLUSION

Social listening is a crucial part of a modern social media marketing strategy.
 
Pur your ear to the internet and make actionable assessments on how you should proceed and join the conversation.

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