Use social listening to reshape the way you search for conversations, ideas, and content.
- [Voiceover] For as long as I can remember, I've been a voracious reader of newspapers and magazines. I've always been curious, and media was my main source to find things out. Of course, that changed in our digital world. Now, like many of you, I also discover news and information on social media and search. In fact, 93% of all online activities begin with search. So, you could say search results are like the new front page. That's an important shift for marketers who want to get a handle on what their customers are looking for and need, and one of the best ways to discover what's on your customer's minds is social listening.
Many businesses already to some social listening based on searches for keywords like your company's name, competitors, industry, and so on. Now, you can broaden your understanding by integrating the Long Tail of Search. Let me show you what I mean. Look at this graph. The X, or horizontal axis measures time, the Y, or vertical axis measures word of mouth chatter, and the wavy line you see is often referred to as the innovation curve.
Let's say this graph represents conversations about Landon Hotel. It starts at their opening, and this first rise on the left could represent the first group of people talking about the property on social media. As word spreads, chatter increases. More people have something to say, and the line goes up. Pretty soon, Landon has become a popular destination, and the discovery wave of chatter begins to drop off. But that doesn't mean the conversation stops. As the curve descends, it plateaus at a certain point, and maintains a flat trajectory that goes on and on.
That's where people might be asking more specific questions, like, can they bring pets to Landon Hotel? Does Landon have special suites to accommodate small business meetings, and so on. Those questions are examples of the Long Tail of Search I mentioned. And social Listening can help you uncover them when you pay attention to your customers online. You can do something similar on Twitter. Say Landon monitors a more specific hashtag as a way to filter results. A hashtag like #LondonBusinessHotels could narrow the results down to their locale, and this could provide an opportunity to chime in, or a pipeline of new ideas.
You can also find other Long Tail Search ideas by noticing the auto-suggestions that pop up when you search a term or phrase on Google. Those could give you related topics you can check out, and they could become a fresh source of information when you're doing your monitoring or listening. Often, it's the more detailed questions, a customer's complaint, or even a random query that can turn into an opportunity for you and your business. And if you're not listening to the right channel or conversations, you'll never know what you're missing.
- Developing a strategic approach
- Integrating social listening into your marketing strategy
- Understanding the needs of your customers
- Fine-tuning how you search for content
- Using Hootsuite for social listening
- Social listening for research and insights
- Social listening for customer service
- Social listening for issues and crisis management