When addressing growth through social media, most brands understand the importance of curating relevant content to generate engagement and drive conversions. A successful social strategy relies on reaching the right audience at the right time with the right message and building posts that compel prospective consumers to interact with your brand is a crucial part of that process.
But it’s not the only piece of the strategy.

As a brand, effectively communicating with your audience also means understanding what they are talking. The practice, known as social listening, allows brands to more closely analyze the social conversations about them and derive insights for more effective strategies. By definition, social listening is the process of tracking conversations around specific topics, keywords, phrases, brands or industries and leveraging the insights to discover opportunities to more efficiently reach those audiences.

More than monitoring and replying to the engagement on your profile, social listening helps your brand to understand the data, find patterns, and, in turn, create content that resonates with that conversation. Listening is essential for reaching the right people with the right message because it tunes you into the group of people that are most likely to find an interest in what you have to say.

It also allows you to understand your brand’s performance in a bigger picture. With over 25 billion social interactions happening on Twitter every day, social listening offers a wide range of insight on not only the consumer and industry, but also on culture and trends. In turn, your brand can refine its strategy, so it adds to that conversation.

An increasing number of brands and marketers now use social listening tools to boost sales and improve areas such as content marketing, product development, cross-channel campaigns, and customer service. Here’s how you can put it to use:

Create the Content Your Audience Wants
Your social media strategy success depends on the content you create. If what you share is not relevant to your audience, it won’t inspire them to reach for your brand, and as engagement rates don’t climb, neither do your conversions. With social listening, you can more easily identify the topics your prospective customers want to see. Using the right keywords, hashtags, and media increases your chances of getting noticed across social channels while helping your brand establish a positive, consistent and credible image.
As you listen, you will begin to identify opportunities in the market and, in turn, generate campaigns that address the topics and issues that your audience is talking.  What’s more, it opens doors for interaction: when the content is relevant to your audience, they will feel more inclined to engage with your brand.
Finally, social listening lets you stay on top of the industry and world trends, helping your brand to integrate with conversations that matter in a large-scale.

Keep Your Brand Healthy
The trick with social listening is that it can help you improve all aspects of your brand over time, from your marketing efforts to your services and products. As you begin to use your social listening tools to understand how people perceive your brand, you will also gain insight into how their feeling for your brand impacts your success overall. The more you know, the more you can shift your strategy to encourage more of the positive sentiment. In the long run, this also allows you to more specifically address demands by developing not only your brand’s social presence but also your products and services to reflect the audience’s sentiments and reflect trends.

Improve the Customer Experience
When customers see that your brand is actively listening, they are more likely to grow a connection with you. Addressing specific remarks and concerns from the audience shows them that you care, which in turn helps foster long-term customers that are not only passionate about your brand but also loyal to it. On the other hand, social listening offers your brand with insight into where and how to improve, and more often than not, it makes it possible to spot larger patterns and issues that could, in the long run, damage your brand’s reputation.

By listening, your brand can actively – and socially – tackle such problems and, by demonstrating that you care about the customer experience, you automatically increase customer satisfaction.

In the long run, social listening allows you to establish a more genuine connection with your audience, and as a result, build a strong reputation for your brand’s name, while continuing to push for improvement.


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