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What is Social Listening and Can It Benefit Your Business?

Learn why social listening is so important for your social media marketing strategy.

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By Ana Simova
content writer at Ranking Press

While social media can do wonders for your business, it can have a negative impact as well. Some might praise your brand and share their amazing experiences with your product/service, while others might criticize it due to one reason or another. 

It’s 2020, and social media is where consumers can make or break your business. This is why investing in social listening sooner rather than later can help you maintain a positive reputation online and improve customer satisfaction.

Let’s start by explaining what social listening really means and continue with why it’s so important for your business. 

What is Social Listening?

Let’s first say that social listening and social monitoring are not synonymous.

Social listening, otherwise known as social media listening, is the act of monitoring what’s being said about your brand on social media. This includes every conversation, whether a status, a comment, a tweet, a photo description and so on, where your brand, product, employee, or anything else relevant to your business is mentioned. 

We could say that this is the first part of social listening which is basically social media monitoring.

The second part includes analyzing these social mentions, finding the cause behind them, and taking action to address them and resolve the problem. 

After all, what better way to grow your brand than listen to what your customers think about it? 

Social listening won’t only help you improve your social media marketing strategy, but also your content, products, and overall customer satisfaction

Still have doubts about the importance of social listening? Keep on reading and we’re certain you’ll change your mind.

Sign up to Amplifr to create a content schedule for all your social media accounts and receive stats on reach, impressions, and engagement

How Can Social Listening Benefit Your Business?

The list of benefits social listening provides is long, so let’s briefly go over the most important ones.

  • Improve Your Customer Service 

Social media has evolved into a customer service platform for many brands, and no wonder! Consumers nowadays prefer to ask questions or complain about a product directly to the brand via social accounts, and many are taking full advantage of this. 

By responding to complaints and negative comments right away, you can turn the conversation around and even prevent an unpleasant discussion from spreading. By acknowledging these negative comments and addressing any questions you show your customers that you’re engaged and always here to resolve their issues. 

This will allow you to manage your brand’s reputation on social media and build trust with your customers so they keep coming back. 

  • Improve Your Social Media Marketing Strategy

With the endless content and competition on social fighting for your audience’s attention, keeping track of the social media conversations where your brand gets mentioned will give you an idea about the overall sentiment people have towards your brand. 

By knowing what your current audience wants from you and other brands in your industry, you’ll be able to improve many aspects of your marketing strategy. You can create better content that aligns with the current trends they’re interested in, improve your products, run better ads, and so on.

  • Identify Sales Leads

When deciding whether to buy a certain product or use a certain service, many go to social media for advice. This is where they read other costumers’ reviews and experiences, but also ask questions about the product/service, the brand itself, or the industry as a whole. 

With social listening, you can find these conversations and share helpful information. This will help you find potential leads who are interested in what your brand sells, build relationships, and possibly convert them into customers.

  • Find User-Generated Content

While many consumers use social media to post complaints and negative comments about brands, even more use it to share positive experiences and recommend the products they like. You can use social listening to track these conversations and posts and use them as user-generated content for your social accounts.

This can significantly improve your content strategy in many ways. Your customers will appreciate the shout-outs and others will see that your brand is responsive and engages with its audience. This will encourage others to create content involving your brand, so you’ll always have user-generated content that will resonate with your audience while giving your brand a good reputation on social.

Check out our user-generated content guide for more information on this topic.

  • Identify Influencers Who Love Your Brand

Influencers use social media to talk about brands and their products or services, whether positively or negatively. How they feel about your brand and what they say about what you sell has a big influence on how they followers see your business. This is why keeping track of what is being said about you on social is crucial, especially when it comes to addressing negative comments before they spread all over social media.

But even more importantly, social listening helps you identify those who love your brand and enjoy using your products or services. You can then easily reach out to your brand advocates and influencers and offer them a collaboration. Influencer marketing is one of the most effective forms of marketing at the moment, so use social listening to find those who would be a great match to work with your brand.

Set up a successful influencer marketing campaign by reading our guide.

  • Understand the Competition

Finally, social listening shouldn’t only be used for monitoring the conversations that only involve your brand, but the conversations about your niche or industry, as well as your competitors. After all, what better way to understand what your customers really want than see their biggest praises and complaints when it comes to other brands and the industry as a whole? These insights will help you develop your own social media marketing strategy, so don’t hesitate to use social listening to understand and learn from the competition.

Sign up to Amplifr and see how easy it is to post on social media – schedule and post your content to all your social media accounts from a single dashboard

To Conclude

As you can see, social listening can benefit your business in many ways. This is why it should be regarded as an essential part of your marketing strategy rather than a helpful tool. After all, this is one of the best ways in which you can truly understand your audience, adjust your content and marketing strategy according to their wants and needs, give them an excellent customer service and user experience, find sales leads, and choose the right influencers to work with.

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