Social media marketing is probably a major part of your digital marketing strategy. And there are two parts to it – one is social content and the other is social listening – but we are just reinstating the obvious. While brands have been enthusiastic about pushing content on social media, social listening is yet to be adopted as a key part of the strategy.
Social listening is much more than a buzzword, it allows you to understand and engage with your audience in a meaningful way. Now if you are not quick to recognize this, your competitors will hog the market share by listening and interacting with your customers.
So, as you lay out your next customer engagement plan consider the following social listening strategies to maximize your marketing ROI.
Cast your net wide
To make sure nothing slips under your radar – create a detection strategy – watch out for hashtags, particular phrases, keywords, categories, sections, or tags across platforms. You could use Feedly to create an account and stay on track.
By monitoring relevant keywords and hashtags, you can not only stay up-to-date with latest industry trends, but also identify challenges and opportunities and ways to optimize customer engagement.
Don’t ignore, respond as quickly as possible
So, once you identify what customers are talking about you across platforms, the next step obviously is to participate and respond. 42% of users complaining on Twitter expect a response within 60 minutes. Whether it is a direct feedback or general post about customers experience with your brand, respond immediately – be prompt and empathetic.
Yes, customer service plays a critical role in an overall engagement strategy. It could be a compliment, concern, inquiry or suggestion, be tactful while responding to any type of comment. The goal is to make your customer feel heard and valued and your response should reflect that.
Participate actively wherever people are talking about your brand
While social listening may employ automated algorithms, do not be robotic about the entire process. Remember you are dealing with humans, so do not forget the human touch. Respond wherever necessary and appropriate. Once you identify right forums and discussions, join in and converse. Active participation allows you to personify your brand – putting a face to the name – if you please. But make sure you adopt a helpful approach rather than being salesy and pushy. Share relevant and useful information to build trust and reliability and then be subtle and judicious in pushing your own content.
Another important aspect to consider is sensitivity, in case you have content scheduled to be published and you suddenly learn about a tragedy – cancel it. Sensitivity goes a long way in creating an impression.
Collaborate to streamline social listening
It is obvious that social listening requires multiple tools and methods that automatically helps your search and identify posts and forums based on various categories defined. However, most of these tools can be expensive and add to that it requires a certain skillset to manage those feeds and the entire social listening cycle. Fortunately, there are experts who bring in those tools as well as the expertise and help you streamline that process at an optimized cost.
Whether you wish to further improve your social listening ability or want to start listening now, we can help you discover your customer preferences, expectations and behavior and integrate those insights with your marketing strategies to deliver promising results. Talk to us today.