What you should listen for with Social Studio
This post was originally published on the RelationEdge blog.
With all the digital channels of communication out there, you probably have your work cut out, trying to connect with your entire target market online. It can be even more challenging to engage with your audience if you don't know how they feel about your brand. That's because you can't respond to people if you haven't listened to what they have to say first.
That's where social listening comes in. Social listening differs from social monitoring by offering a more nuanced, contextual look at what people are saying about your brand on Facebook, Twitter, and more. The knowledge you gain when you listen to social chatter with a program such as Social Studio can inform how you market your brand online, but only if you know what to look for.
Read on to find out exactly what you should be listening out for on social media with the powerful Social Studio tool.
What people actually think of your brand
The principle purpose of social listening is to see what your customers or potential customers are saying about your brand. You should use Social Studio to scour social media platforms for positive mentions of your company, as well as posts that mention your brand alongside terms like the worst and annoyed.
Identify the significant wins and losses according to real-time feedback so that you can plan where to take your messaging. If customers are consistently complaining about your confusing website, you know to rethink its design. In the meantime, you can develop a small campaign to educate people on navigating your site. You can even jump in using your branded social media account to answer complaints or thank people for their positive feedback.
How much your customers don't know
In addition to finding out what your customers do think, Social Studio lets you take a look at what your target market doesn't know. Why does this help? Getting a handle on the types of questions people are asking about your brand or industry better prepares you to join the conversation. Use commonly asked questions as content inspiration for your social marketing campaigns.
When they detect a spike in questions about Cancun, your travel company responds by posting a helpful Cancun travel guide. When Social Studio tells that you people under 35 are asking a lot of questions about whether they should cancel their cable, your electronics business can share an FAQ blog called "Everything Millennials Should Know Before Cutting Cable." Figure out what information people are seeking and then offer it. After all, becoming a well of knowledge builds trust.
How social media mentions your competitors
Don't just track your reputation—go ahead and spy on your biggest competition with Social Studio, too. See what people don't like about your competitors and use that information to create an alternative in the marketplace. Does everyone say your biggest rival needs a price point under $40? Develop a service package that starts at $39.99 and market it on social media.
Reach out to customers who are complaining about your competitor by searching for terms like [competitor brand] can't. Let them know how your brand can solve their issue. When you become an active problem solver, you might be able to bring on eager customers who are dissatisfied with their current service.
The influential accounts that you need to know
Social media influencers start a lot of the dialog in your industry. Let Social Studio identify accounts with a large number of followers who frequently mention your brand or the industry topics that you care about. An influencer who recommends you highly can become a social media partner, sharing your content, or reviewing your product. You can engage an influential account that is skeptical of your product for constructive criticisms. You might be able to turn the relationship around, but only if you know what they're saying.
You should also listen for relevant hashtags, particularly ones used by influencers. When people mention your brand or industry, do they also tag it with #Marketing101? Start hopping into the hashtag with your own content.
Social listening gives you a voyeuristic view of what people think of you, your competitors, and your industry at large. Stop engaging with customers based on a hunch and start developing marketing campaigns informed by what people actually want and need. Contact Rackspace today to find out how we can help you devise an effective social media strategy for your business.
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