Learn why social listening is important for your business, and how you can get started today.
- [Narrator] Take a moment. Can you hear that? It's a sound of people talking about your business. Is what they're saying good or bad? Does your company have an opportunity to jump in and solve a problem? And who exactly is doing the talking? You can start to find out through social listening. Social listening is a combination of research and monitoring that includes media, influencers, customers, your employees, and competitors. It's really a form of business intelligence.
In the past, organizations would pay research firms and media monitoring companies to capture the conversations and they still do. But with the proliferation of social media channels, companies are also able to setup their own early warning listening systems at a reduced cost. They just need to know where to search. One of the easiest ways to begin social listening is on Twitter. You do it by searching relevant hashtags, conversations, your company, influencers, media, and your competitors.
This can give you a real-time snapshot of the digital chatter and conversations. You can learn whether your customers are happy or dissatisfied. If they have a question or need and what's happening in your industry. Landon Hotel knows they'll hear from customers on Twitter with positive and not so positive comments. And because they're listening, they can react. You're probably already conducting searches on Google and that's a good thing. You can broaden your intel by visiting Google Trends which shows you the latest news and topics people are searching for.
Landon Hotel might be interested in business travelers so let's compare the terms business travel and business tourism. Now, let's narrow down that comparison to the past 12 months. Business travel seems to have a lot more interest than business tourism. Predictably, both decline over the winter holidays but business travel picks up again in mid-January. So that may be an opportunity for Landon.
On Google Trends, you can search terms relevant to your company or industry and use the insights to help shape your content marketing plans. But social listening is not simply a digital activity. Make sure you have a relationship with your frontline customer service or sales reps and encourage them to share customer questions and concerns. Social listening is essential if your business having an issue or crisis. As you know, news, gossip, problems and angry rants move at social media warp speed.
If you're listening early, you have a chance to weigh in on the conversation and begin to manage an issue so it doesn't turn into a long term reputation hit for your brand. And that's just the beginning. You can automate your social listening and save searches you conduct regularly using a platform like Hootsuite. We'll talk about that in another video. If you're paying attention, you can help customers, attract new leads, and grow your business. And it all starts with social listening.
- 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