There is a lot to be said for social listening.
If you’re a digital agency you’re probably doing a lot of the below already. But it pays off to have a refresh. If your work has many of these aspects in place for clients, check they’re running smoothly. And if you’re slacking a little on this stuff, this is a perfect opportunity to tighten up. It also may be the case that you’re looking at a new client.
A checklist can work wonders for upping your game quickly and effectively.
What are they doing?
Of massive use is social listening when it comes to competitors. If they’re on social (we know, most of them will be, just saying) then they are posting and updating too. Keep an eye on (or practise social listening with) these competitors. The value you get from this will be huge.
Once you’ve tracked a piece of content, your engagement data should show you a few things. It’s worth sitting down and having a good look at the following:
The potential to create and share similar content (especially if it is popular with the audience your competitor has)
The pain and pleasure points. What problem is the content solving? How is it appealing to your competitor’s audience? It obviously works
Check the feedback, and contribute
Taking a good look at what your competitor’s customers say about problems (even those not directly related to the product or service) can allow you to offer some helpful feedback. Answering questions has often been put forward as a slightly cynical way of gaining new customers and clients. But you don’t have to do that.
Instead, see it as a way to spot trends in your industry. If your rival’s audience has genuine issues around aspects of the industry, you should get involved and offer advice. This could be on blogs, social media feeds or anywhere your competitor is being communicated with by customers.
Helping other people is nurturing relationships, and leads to great customer service. This is part of social media marketing. Prospects are everywhere but they are also in your competitor’s arena. If you can help by looking at their feedback and then offering helpful input, you are building relationships. This could have a positive result in the future. While some people see this as just another ‘sea of prospects’, social listening allows you to get to know and help people. Any great result in the future is a bonus. Your aim is to help your client become known as much as possible.
Be completely platform aware
Your client may have a great presence on the big three (or four) social networks, but that doesn’t necessarily mean that the fight is over.
There are so many other areas involved in social listening. It is worth your while checking out forums, for example, or more specifically, groups.
Groups are a huge thing on Facebook and have been for years.
By listening to what people are talking about on groups you are setting your Go to the full article.