How To Use Social Listening For Your Business

Each day your audience is getting more chatty. They’re using social media to talk about everything from things they love to things they hate.

To customers, social media can be an outlet for true self-expression. To businesses, it can be a marketing goldmine filled with valuable customer information. With this in mind, it is important to use social listening for your business.

Here’s why…

How To Use Social Listening For Your Business

Find Out Who’s Talking About Your Business


Discovering who is talking about your business helps you do the following:

  • Find new influencers who amplify your brand message.
  • Develop new products or services to offer your current customers.
  • Understand how audiences are utilizing your products.

Using social listening for your business to understand what customers are thinking when considering–or using–your product or service. “Marketing smarter” means acquiring as much information as possible about your customer. This information allows you to better serve them by creating relevant products and simplifying the purchase process.

Tip: Twitter is a great channel to start. Search by hashtag to find out who’s talking about your business or industry. Check out this video that explains Twitter search:

Social media is permeating into the lives of your audience at a rapid pace. No matter who your target is, their social media engagement grows by leaps and bounds each day. Take advantage.

What Type of Content Are They Consuming


When using social listening for your business, you understand what content your audience is consuming. As a result, you can use this information to enhance your content marketing strategy.

Understanding this will help you discover the following:

  • Whether your audience is sharing other people’s content or creating their own.
  • The style and tone of content consumed which helps shape the tone of your communications.
  • Whether your audience is sharing images, video or links.

 

why-people-share-content-online

Getting a feel for the format and style of shared content will help shape your content marketing channel mix.

When Are They Talking About Your Business


When developing and disseminating relevant content, timing is key. Social listening helps you discover the times conversations are taking place. With this information, you can discover a trend that improves the timing of communications sent to your audience.

Understanding the frequency of social media posting will also provide an understanding of your audience’s social media activity.

Finding the optimal timing to post your content naturally increases your engagement.

FrequencyCheatCheat

So, paying attention to both your timing and cadence is a key component to making sure your message resonates with your target audience.

Where Are They Talking About Your Business


Is your target audience talking about your business via LinkedIn, Twitter, or YouTube? It’s important to understand where your target audience resides and engage appropriately.

I recall a client who was head-strong on prioritizing Facebook in his marketing strategy. Although half the world is on the site, it was best he focus on where his target audience resides. In this case, it was Yelp and Twitter.

After doing some research, it came to our attention that his business was frequently being talked about on these sites. Now we developed a micro-strategy to successfully leverage these networks. Overall, this case study is an example of why it’s important to understand where your audience is talking about your organization. Once this takes place, you can adjust your marketing accordingly.

Why Are They Talking About Your Organization


What’s motivating your target audience to talk about your organization? Take a look at all factors to determine how to best motivate your audience and convince them to care about your content.

Tip: When crafting your content, remember it must demonstrate the following to resonate truly with your target audience:

  • Relevance – Make sure that your content is strategically developed for your audience only. Meeting their needs should be your priority. Once you do this, their business will follow.
  • Appeal – Try to develop content so great that it impels your audience to share.

 

Conclusion


A common fallacy for many marketers is attributing online behavior as the quintessential factor for audience insight. By understanding who is talking about your organization, you are able to gain true audience insight that goes beyond content clicks and sharing.

This is where social listening is critical to your marketing objectives. Simply put, what your audience says online may have different meanings than what content they consume and share.

For instance, users may click on content by mistake or share content without even consuming it. So, if you want to truly understand your target audience, you should consider social listening when developing your marketing strategy.

 

Sources:

http://blogs.constantcontact.com/social-media-posting-schedule/

 


  • Paul J. Klein

    Hello again, Juntae! Beyond Twitter, what other tools are you using for social listening?

    • Hey Paul, there are a number of ways to listen using social media tools
      such as, Hootsuite and SproutSocial, for example. You can also set up Google Alerts and RSS Feeds for specific niche topics. These are a few ways to listen, I hope that helps.

      • Thanks for contributing Carl!

      • Paul J. Klein

        Hi Carl, I’ve been using feeds, alerts and hootsuite but haven’t really delved into sproutsocial yet… I’ll have to give it a try – Thanks for your input!

  • Paul J. Klein

    Hello again, Juntae! Beyond Twitter, what other tools are you using for social listening?

    • Hey Paul, there are a number of ways to listen using social media tools
      such as, Hootsuite and SproutSocial, for example. You can also set up Google Alerts and RSS Feeds for specific niche topics. These are a few ways to listen, I hope that helps.

      • Thanks for contributing Carl!

      • Paul J. Klein

        Hi Carl, I’ve been using feeds, alerts and hootsuite but haven’t really delved into sproutsocial yet… I’ll have to give it a try – Thanks for your input!

  • Grégory Mancel

    Hello Juntae, what do you think about boards like tagboard and spotlyte for social listening ?

    • Hi Gregory. I think this is a nice tool to use for monitoring hashtagged content across multiple social networks. However, at some point you will want be used more advanced tools. Thanks for reading and commenting!

  • Grégory Mancel

    Hello Juntae, what do you think about boards like tagboard and spotlyte for social listening ?

    • Hi Gregory. I think this is a nice tool to use for monitoring hashtagged content across multiple social networks. However, at some point you will want be used more advanced tools. Thanks for reading and commenting!

  • Tony Spirangle

    Hello Juntae, what do you think about using video for social listening?

    • Hi Tony. Social listening for video is difficult if the video is not transcribed…but then again that wouldn’t be considered video..would it? If you’re looking for a place to start, begin with social chatter as it’s more accessible. Thanks for reading and commenting. I look forward to future engagements.

  • Tony Spirangle

    Hello Juntae, what do you think about using video for social listening?

    • Hi Tony. Social listening for video is difficult if the video is not transcribed…but then again that wouldn’t be considered video..would it? If you’re looking for a place to start, begin with social chatter as it’s more accessible. Thanks for reading and commenting. I look forward to future engagements.

  • Kael Cruz

    Fantastic post, Juntae. Good topic, and even better info.

    Thanks!

  • Kael Cruz

    Fantastic post, Juntae. Good topic, and even better info.

    Thanks!

  • Great post and perfect timing for being relative to me, Juntae. I am working with a client and teaching them about searching and hashtags. This is a great way to show them what I’m talking about. Saves me having to put together the same type info for them. Cheers 🙂

  • Great post and perfect timing for being relative to me, Juntae. I am working with a client and teaching them about searching and hashtags. This is a great way to show them what I’m talking about. Saves me having to put together the same type info for them. Cheers 🙂

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  • Hello Juntae,
    a good article. I would always recommend to google your own company name and check what you find and where you are found. Then you can check some competitors and compare. Depending on your industry different social networks and platforms like Yelp or Quora, online directories, etc. are helpful to be found in the web. This is a key sentence in your article “What’s motivating your target audience”. You should always read and listen carefully what and how people talk/write about you and comment in case of negative comments. Personalisation is in my opinion the key in the web in order make people care and share.
    Regards,
    Claudia

  • Hello Juntae,
    a good article. I would always recommend to google your own company name and check what you find and where you are found. Then you can check some competitors and compare. Depending on your industry different social networks and platforms like Yelp or Quora, online directories, etc. are helpful to be found in the web. This is a key sentence in your article “What’s motivating your target audience”. You should always read and listen carefully what and how people talk/write about you and comment in case of negative comments. Personalisation is in my opinion the key in the web in order make people care and share.
    Regards,
    Claudia

  • Gloria

    Hi, Juntae!
    Very nice article, many helpful tips!

    I wonder, have you ever try BRAND24 for real-time internet monitoring and analyses? Brand24 provides a reliable, easy to use, and affordable solution that allows you to both track and engage online conversations relevant to your business. Truly recommend trying 🙂

    • Hi Gloria – Thanks for reading and commenting. You should comment on other articles as well. I look forward to engaging.

      • Gloria

        Thank you @jkdelane:disqus 🙂
        I appreciate the content, a lot of informative articles. If I could add something valuable to discussions, I would certainly 🙂

  • Matija Martek

    Hi Juntae;
    great article. Just recently, in Mediatoolkit (media monitoring tool) one of our customers shared a detailed step by step description on how he uses social listening/media monitoring to improve company sales. Let me know if you’d be interested to read more, as I wouldn’t want to get all spammy with links in comments. 🙂
    Matija