Stephen R. Covey once said, “Most people do not listen with the intent to understand; they listen with the intent to reply.” This quote rings true when it comes to the way brands interact with their consumers and followers on social media. Social media listening is critical to maintaining the brand image and reinforcing the brand’s values across all platforms. If done correctly, social media listening can actually become more of an asset as it allows the brand to track and analyze data that are practically given by the audience.
What is Social Media Listening?
Hootsuite defines social listening as tracking your social media platforms for mentions and conversations related to your brand, competitors, products, and keywords related to your business. The purpose of social media listening is to gain insight from the audience and utilize it to reveal new opportunities and actions that can be taken to ensure the brand progresses.
How Can I Track?
When it comes to social media, there are a number of metrics that can be used to identify trends. From mentions, hashtags, comments, these metrics are all the different options that can be used to track engagement. Keywords can also be very useful in identifying trends and topics related to the brand. Be sure to thoroughly monitor them as they can lead you to insightful information provided by your audience.
Social media listening can be beneficial in a multitude of ways from engaging with the audience, to managing crises and finding potential influencers. The biggest benefit of social media listening is the fact that it allows brands to chime into conversations with their audience. Being present and engaging with your followers is a great way to build and strengthen the relationship between the brand and the consumer. Wendy’s is one of the brands that has mastered social listening on Twitter. Check out the different ways Wendy’s listens and engages with their followers:
Listening to your audience and tracking these conversations on social media will provide valuable insight that can lead to the brand’s overall success. Be sure to track social media metrics and engage with the audience to help foster the relationship between the brand and the consumer.