As it can suddenly become a rocky road, it’s vital to continuously track your brand's social media channels and look out for any red flags. The best way to do so is through social listening, where you can get a sense of brand-related conversations, good and bad, and tackle issues as they arise. In this post, we'll cover: Social listening is the monitoring of your brand's social media channels for any customer feedback and direct mentions of your brand or discussions regarding specific keywords, topics, competitors, or industries, followed by an analysis to gain insights and act on those opportunities. Customer service social listening is different from that of marketing as your goal is to better service your customers through understanding how they’re speaking about your product or service online, responding to customers that directly mention you, and collecting feedback that can help you update your processes to better serve your customers. Social listening has a broader scope than social monitoring. With social listening, you're tracking brand mentions, customer feedback, industry trends, and more. However, social monitoring has a narrower focus on a specific campaigns or keywords. Unlike social monitoring, social listening is a two-part process that only tracks social media mentions and conversations. Social listening does this in addition to finding the root causes behind social conversations and implementing long-term strategy changes. In general, it's important to come to these conclusions because it promotes a customer-centric mindset in your company. Rather than making assumptions about what your customers want or need, social listening helps you hear what they're saying. It's common for people to share their opinions publicly, so it's no surprise they do the same about the brands they interact with.
What is social listening?
Social Listening vs. Social Monitoring
4 Reasons to Start Using Social Listening
Why is social listening important for brands?
As it can suddenly become a rocky road, it’s vital to continuously track your brand's social media channels and look out for any red flags.
The best way to do so is through social listening, where you can get a sense of brand-related conversations, good and bad, and tackle issues as they arise.
In this post, we'll cover:
Social listening is the monitoring of your brand's social media channels for any customer feedback and direct mentions of your brand or discussions regarding specific keywords, topics, competitors, or industries, followed by an analysis to gain insights and act on those opportunities.
Customer service social listening is different from that of marketing as your goal is to better service your customers through understanding how they’re speaking about your product or service online, responding to customers that directly mention you, and collecting feedback that can help you update your processes to better serve your customers.
Social listening has a broader scope than social monitoring. With social listening, you're tracking brand mentions, customer feedback, industry trends, and more. However, social monitoring has a narrower focus on a specific campaigns or keywords.
Unlike social monitoring, social listening is a two-part process that only tracks social media mentions and conversations. Social listening does this in addition to finding the root causes behind social conversations and implementing long-term strategy changes.
In general, it's important to come to these conclusions because it promotes a customer-centric mindset in your company.
Rather than making assumptions about what your customers want or need, social listening helps you hear what they're saying. It's common for people to share their opinions publicly, so it's no surprise they do the same about the brands they interact with.
1. Customers like it when brands respond.
Customers want to feel heard on social media. According to research done by Sprout Social, 46% of consumers think that engaging with your audience on social media is what makes a brand best in class online.
In fact, being responsive on social media makes a difference; according to Sprout Social research, "By prioritizing responsiveness and relevance on social, marketers can positively influence consumer behavior to benefit the entire organization." When consumers follow brands on social media, 90% are likely to make a purchase.
They want you to respond. But, it's more than that. It's about using social listening to thoughtfully craft responses that provide real value. Those are the kinds of responses that will elicit brand loyalty and increase customer retention rates.
2. You can keep track of your brand's growth.
Brands sometimes face scandals or serious issues. It happens, unfortunately, but even one incident can cause a wave of negativity to plague your social media. It’s easy to ignore a few rude comments here and there, but an increase in negative comments can signal that something is wrong.
If that were to happen, it would be a great opportunity to use social listening. By analyzing the incident, you can understand the root cause and determine the type of response your business should make.
3. You can discover new opportunities.
Your customers will often do the work for you when it comes to identifying issues, whether that be with your product or service or your business processes. When you use social listening, you’ll come across customer conversations that outline any issues they’ve been having and what they think about your business overall. Your customers will also often say how they want their problems solved, giving you a leg up in ensuring that the changes you make speak directly to your customers' desires.
For instance, maybe you work in a fitness center, and your customers have been sharing their frustrations with classes filling up quickly. There is an opportunity for you to consider creating more classes, opening up more spots in each class, or limiting how many classes an individual can sign up for in a week.
Regardless, you’ve taken direct responses from your customers to help you update an aspect of your business process to better satisfy and meet their needs.
4. You can increase customer acquisition.
Social media offers many opportunities to reach prospects. After all, your followers aren't just your loyal customers; they're also people who enjoy your content. These are the kinds of people you should be targeting.
Inbound marketing highlights the importance of providing interesting, useful content that provides value to people. This initially attracts them to your brand and avoids you being forced to bombard them with distracting ads. It's much easier to convert your content viewers and followers into leads and, eventually, customers than it is to approach random strangers and hope they'll be interested in your products or services.
Social Listening Tips
- Identify pain points.
- Choose strategic keywords and topics to monitor.
- Use it to improve your customer feedback process.
- Generate leads by following recommendation posts in your industry.
1. Identify pain points.
A great way to leverage social listening is to help you understand gaps in your industry or product and what’s bothering your audience.
Aleh Barysevich, an expert digital marketer, says, "Social monitoring and listening tools break down the sentiment, reach, demographics, and user behavior trends behind any phenomenon you want to research on social media."
After all, the best way to figure out your audience's problems is to hear from them directly. Social media users often talk about their pain points, so social monitoring will help you see if there’s a gap in what you’re offering that you can address to further satisfy your customers.
2. Choose strategic keywords and topics to monitor.
Social listening can become a lot easier if you choose strategic keywords and topics to monitor continuously. They should be related to your business to ensure you get the most relevant information, and they might also evolve as time goes on and your business practices change.
For example, you can monitor your direct mentions, but most consumers on social media don’t directly mention a business, so you could track your product name. Social listening tools (which we’ll cover below) can help you track your preferred keywords, as well as help you uncover trends and topics that are being discussed in your industry.
3. Use it to improve your customer feedback process.
A key reason businesses use social listening is to respond to customer feedback and get a sense of customer feedback, whether negative or positive. So, when you do listen, it’s important to use the information you get to improve your customer service processes.
For example, if people constantly complain about long wait times, whether from your business or in customer service, you can make it a goal for your business to lower response times and quickly resolve customer issues.
A recent survey by Social Intelligence Lab found that 89% of respondents rate the quality of the data they have access to from social listening as high or very high, so listening to customers gives you trustworthy information about what you should do.
4. Generate leads by following recommendation posts in your industry.
With social listening, you can engage with your audience. Barysevich adds, "You can use social listening, competitor, and hashtag research to find accounts related to your niche and engage them in the comments. Then, offer your expertise or start conversations discussing relevant topics."
For example, follow "recommendations" posts in your industry, and respond by offering tips and tricks and recommending your product where it makes sense.
If these seem a bit conceptual, let's dive into the step-by-step process you can use to implement a social listening strategy.
Social Listening in Action
To really do a deep dive with social listening and see all of the reactions and brand implications, you need to take a look at your personas and business goals. Let's get started.
- Know your personas. Who are you trying to attract? What social media platforms do they use?
- Determine the objective of the search. There is too much data to just jump into it.
- Are you planning to launch a product and want to know if there's interest?
- Are you searching to see what current customers are saying (customer service opportunity)?
- Want to see how you stack up against your competition?
- Want to know who you're really competing with for your business?
- Have a product or service and want to know how to optimize? Listen for customer feedback.
- Are people talking about you at all? Do you need to strengthen awareness efforts?
- Make a list of the keywords you specifically utilize for your social media/brand.
- Make a list of keywords associated with your industry (this will help you find and see competitors).
- Create guidelines for how far back you will go back to look for comments/interactions.
- Make a spreadsheet with your findings. Depending on the comment, how can this be improved?
- Have guidelines for how findings are handled.
- How will you respond to bad comments/reviews?
- How do you show your support for positive comments/reviews?
- How do you respond when others talk about your competitors in a favorable light?
- How do you respond to your competitors when people say negative things about them? (See how Wendy's handled McDonald's Black Friday Tweet Fail.)
- When and where do you use your branded hashtag(s)?
- Create templated responses for how to engage with negative and positive comments/feedback.
- You need to respond in a timely fashion. Also, don't just respond to the negative. When a customer praises you, they are saying "I love you".
- Address their concerns by acknowledging that there is a problem, you hear them, and want to resolve it.
- Invite them to pull the conversation off social by them contacting you through DM, email, phone, etc.
- Monitor the pieces of content and keywords that garner the most attention/engagement.
- What content are people responding to?
- Are you seeing new followers after using specific keywords?
- Are there specific topics that your audience engages with most?
- When you recycle any of your content, do you see similar engagement?
Social listening tools will help you analyze the results of your process.
What are social listening tools?
Social listening tools help your customer service team monitor the channels you use for conversations about your business, product, or industry, whether you’re directly mentioned or not.
Many tools have one inbox, so you can seamlessly monitor all channels in one dashboard and allow you to reply to direct mentions to ensure you’re helping customers in a timely manner. Below we’ll recommend four high-quality social listening tools to consider.
4 Social Listening Tools to Use
HubSpot’s social media management software helps you prioritize your social interactions and connect with the right people. It’s an all-in-one tool where you can monitor social interactions with contacts in your database, create custom keyword monitoring streams, and trigger email alerts so you’re notified when mentioned.
You can also build marketing campaigns and share relevant and timely content with your audience and followers.
Lately is an all-in-one solution for social media marketing professionals and teams that starts with writing your social media posts for you. With this tool, an A.I. Content Writing software writes your social media posts for you, giving you everything you need to review, edit, approve, schedule, and publish social media posts across all your channels.
The software is constantly learning from your past social media posts and will build a writing model based on what is most engaging for your audience. Additionally, you can use a variety of social media reports to listen to and monitor the performance of your social media content across each channel.
3. Sprout Social
Sprout Social offers social media management software that will improve your social media interactions with customers and prospects. Its key social listening features include a Twitter Listener dashboard to analyze your Twitter presence, real-time brand monitoring to track direct mentions and brand-relevant keywords, and advanced social listening to help you uncover emerging trends and influencers.
Hootsuite’s social media marketing and management dashboard help you build and grow relationships with your social media followers.
You can track all of your messages, comments, and direct mentions across all of your channels in one single dashboard, and Hootsuite’s Analytics tracks what's discussed about your brand, competitors, and your industry to ensure you’re up to date on what’s happening.
Over to You
Social media can indicate growing and shifting customer trends. If you don't pay attention and roll with the punches, your brand will falter among the brands that do. Your customers want a brand that is fresh and interactive and provides them with products, services, support, and content that are genuinely useful and engaging.
Editor's note: This post was originally published in August 2018 and has been updated for comprehensiveness.
What is social listening and why is it important? ›
Social listening helps companies understand the conversation surrounding their brand and the products and services they offer. It provides valuable consumer data that companies can use to gauge brand awareness and improve their products and services.What do you mean by social listening? ›
What is social listening? Social listening is where you track conversations and mentions related to a chosen topic on social media platforms, and then analyze them for insights into what actions you can take that will improve the experience.How do you implement social listening? ›
Social Listening Strategy
Stay on top of all your brand mentions in real-time and from one place. Acquire the most genuine and up-to-date feedback. Gain insights into online conversations mentioning your brand. Track the volume of online conversations and changes in sentiment.
Social listening data can be analyzed for tons of various demographic and behavioral insights. The data collected by social media monitoring tools can reveal which social media channels your audience uses to communicate, what languages they speak, where they live, their gender, interests, occupation, and so on.What are some of the most important benefits of social listening? ›
- Discover key consumer insights & market trends. ...
- Design targeted campaigns. ...
- Track brand awareness and reputation. ...
- Develop an authentic, personalized brand experience. ...
- Conceive new product/service ideas. ...
- Leverage social influencer marketing.
This is called learning through listening. Listening has been one of the key methods in learning for a very long time. Going beyond education, it helps people understand others better, it builds trust and also makes others feel important. It is one of the key skills that can make or break a situation.Why is listening important in social work? ›
Active listening is necessary for social workers to understand and identify a client's needs. Listening carefully, concentrating, asking the right questions, and utilizing techniques such as paraphrasing and summarizing also helps social workers to engage and establish trust with clients.
Active listening promotes mindful thinking, which can reduce anxiety and depression in students.  It can also help students build relationships because as they engage themselves in conversation, their peers are more likely to view them as open and interested.What is social listening Wikipedia? ›
Social listening is the process of monitoring digital conversations to understand what customers are saying about a brand and industry online.How do you implement active listening in the classroom? ›
- Focus on what is being said. Give the speaker your undivided attention. ...
- Don't prejudge or assume you already know the material. ...
- Repeat what you just heard. ...
- Ask the speaker to expand or clarify. ...
- Listen for verbal cues and watch for nonverbal cues. ...
- Listen for requests.
Why is listening an important value? ›
Listening is an important aspect of interpersonal relationships. When someone feels listened to, they feel loved and understood. Their feelings are validated and they are often able to gain a deeper understanding of who they are.Why is social listening an important part of issues and crises management? ›
Social listening can provide an early warning system to a developing crisis, help you determine the scale of the problem, and give you an idea as to the most appropriate response.Which of the following are potential benefits of using social listening to better understand how customers feel about a brand Select all that apply? ›
Select all that apply. It increases a company's brand awareness to attract new customers It lets consumers know that a company's brand is active It aids in identifying new products and services for a company's brand It increases the.Why is listening the most important of the communication skills? ›
It indicates a person's ability to receive and interpret information in the communication process. Without active listening skills, you won't be able to receive and interpret the message. As a result, the communication process will break down, and the speaker can quickly become irritated.Why is it important to listen while solving problems? ›
However, it's crucial to learn how to listen because listening lays the groundwork or foundation for being able to solve problems in a way that is collaborative and respectful. No one will accept your proposed solution if they don't think that you have heard and understood their viewpoint.What is the most important communication skills in social work? ›
Two main verbal communication skills are listening skills and interview skills. These are crucial for building effective and respectful relationships with service users, which lie at the heart of the best social work practitioner. Verbal communication is a crucial skill in social work practice.Why listening is important in teaching and learning process? ›
When we teach listening we allow students to follow directions, understand expectations, and make sense of oral communication. As children improve as listeners, they learn to use the same strategies to improve their command of the other language arts.Why social is important in learning? ›
Social learning helps replicate the realities that learners are likely to face when they are required to make actual decisions and solve actual problems in the workplace. Learning from others successes and failures is a practical tool of the continual learner.Why is it important to learn social skills? ›
Social skills are important because they can help you communicate more effectively and efficiently and, as a result, help you build, maintain and grow relationships with colleagues, clients and new contacts. These skills are important to maintain and improve no matter your position, industry or experience level.How do you conduct social listening research? ›
- Step 1: Define your goals. ...
- Step 2: Choose a tool. ...
- Step 3: Choose keywords to monitor. ...
- Step 4: Set up your social listening alert(s) ...
- Step 5: Use social listening insights to improve your communications strategy.
What are social listening tools? ›
A social media listening tool is a software that monitors and analyzes online conversations about your brand, a specific topic, your competitors or anything else that's relevant to your company. It pulls in mentions of specified keywords and helps marketers analyze these mentions.How do you teach social communication skills? ›
- Engage in pretend games with your child. ...
- Create stories together. ...
- Miming and puppets. ...
- Turn-taking games. ...
- Practise greeting. ...
- Exercise courtesy and politeness.