One of the key ingredients of a good social media strategy is vital data about your target audience. The more you get to know your audience, the more well-targeted your content and campaigns will be. In the process, you can get a better ROI on all the time, money and efforts you put into building your social media.
In order to understand your target audience at a deeper level, you need to go beyond the demographics. Knowing the age, gender and location composition of your audience is crucial in shaping your social media strategy. But, your demographics are not going to be enough when it comes to capturing audience opinion for your social strategy.
This is where social listening comes in handy. A good social listening tool can help you uncover important insights from audience conversations. You can use this data to create strategies that help your brand stand out on social platforms.
So, let’s first understand what social listening is all about.
What Is Social Listening?
Social listening involves capturing audience conversations and putting them into perspective. Social listening as the name suggests involves listening to conversations around your brand and mentions for your brand.
Social media listening is about more than just tracking audience conversations. Besides monitoring all the mentions and conversations, social listening also inculcates the practice of analyzing these conversations. Further, these conversations are made to be put into context to come up with actionable insights.
In the efforts to measure metrics such as engagement, reach and clicks, we often overlook the audience opinion. Even if you know that your brand is generating engagement on social platforms, it is equally vital to measure the audience sentiment behind it. As you gather more in-depth data about your audience, you are better equipped to cater to their expectations.
Social listening helps you look into the qualitative aspects of all the interactions and conversations happening around your brand and/or other hashtags/keywords. A reliable social listening tool will provide you with valuable qualitative insights about your audience.
Social listening serves you with data that can take your brand strategy up a notch.
Why You Need A Social Listening Tool?
You know that your brand does not exist in a vacuum on social media. While you are posting content on social platforms, there are various other brands doing the same. Similarly, your audiences are constantly talking about various brands and products on social platforms.
Simply tracking the number of likes, comments, and shares on your content is not sufficient. You need to listen to what they are saying.
Millions of conversations and interactions happen on social media every day. Unless a user tags you, there is no other way but social listening to monitor your mentions.
How many people are talking about your brand? What are they saying about your brand? Are they saying good things about your brand or are there any negative comments about your brand?
Monitor important keywords or hashtags that may be relevant to your brand. Capture the themes arising out of conversations as well as your share of voice in the industry. Spot any red flags before they leave a negative impact on your brand image.
Unbox Social offers a social listening feature as a part of its suite of solutions. With the help of this tool, you can capture overall audience sentiment as well as the sentiment behind every conversation around your brand.
To put things into perspective, the tool derives important themes from the conversations and also identifies top content creators who are talking about you.
Now that you know how a social listening tool can be helpful in decoding your audiences’ opinions, you need to understand which metrics to focus on. After all, you will only be able to generate value from the tool when you can fully study and leverage the important metrics.
Important KPIs To Focus On
Social listening tools allow you to explore vital data on your brand and content. If you want to measure your performance and put your data into perspective, you need to look into all your social listening KPIs.
This is the total number of times that your brand was mentioned. It is important to track the total number of mentions for your brand so that you can put all your qualitative data into context.
For instance, when you capture the overall audience sentiment or gender composition, you need to know the total number of mentions.
Gender Split –
When you are capturing audience conversations, you need to know what percentage of females and what percentage of males are talking about your brand. This is vital intelligence that you can use to shape your product, and content marketing strategy.
If your products cater to a largely female audience, but more males are talking about your brand or keyword, you may want to revamp your strategy to tap into this audience segment.
Audience sentiment can be divided into positive, negative and neutral. In fact, one of the most valuable insights that social listening helps provide is the sentiment behind the conversations around your brand or specific keywords.
This metric indicates the different content formats that are generating conversations and mentions around your brand or keyword. Content diversity is expressed in high, medium, or low. Content diversity helps you understand what kind of conversations is your brand provoking.
Other Important Data That Social Listening Provides
Besides providing you with vital data on these metrics, social listening by Unbox Social provides you with other important data that is crucial for building your brand and marketing strategy. Here are some important data points and insights that you may want to focus on:
Themes Behind Conversations
Uncover the common themes and topics arising out of conversations around your brand or keywords. After an analysis of all the conversations, the tool provides you with a set of themes and topics that people are talking about.
Identify Top Content Creators
This social listening tool helps you identify the top content creators talking about your brand or using your keyword in their conversations. Using this intelligence, you can spot potential Influencer partners and run fruitful Influencer marketing campaigns.
At the same time, with the help of the tool, you can find out potential brand advocates. With access to vital data around the metrics of conversations and mentions, the tool helps you identify users with top-most content featuring your brand.
The AI-powered social listening tool further helps you capture the overall position of your brand in the industry by allotting mention scores. The mention score is an overall score that inculcates the audience sentiment, engagement generated and the reach attained on a particular brand mention.
How To Use Social Listening Data To Improve Your Strategy
Social listening offers very powerful insights that can help you enhance your brand performance across social platforms. Here’s how you can use your social listening data to get your brand on the fast-track to achieving your business goals-
Capture Audience Opinion
Audience insights help you understand the demographics of your audience. But, to take it a step further, social listening lets you know what your audience likes and what they don’t. The audience sentiment analysis coupled with the data on the ext of interactions helps you know what your audience really likes.
Be Wary Of Potential Crises
Social listening helps you keep an eye on all the conversations happening around your brand. As a part of the process, it helps you spot conversations steering towards a negative sentiment. The earlier you spot such conversations, the easier it is to handle it.
With social listening, you can spot any possible red flags and avoid negative sentiments from turning into a full-fledged PR crisis for your brand.
Gather New Ideas
By listening to audience conversations, you can derive the common themes and topics that your audience is talking about. For instance, the audience base for your apparel brand is talking about a new trend, you can use it to feed into your product strategy.
Similarly, you can use the themes and topics captured as a part of listening to audience conversations to inform your content marketing strategy.There may be certain topics that your audience is frequently found to be talking about. Take cues from this data to frame content marketing strategies and build campaigns that will appeal to your audience.
Capture Audience Pain Points
Amidst all the conversations, it can be difficult to separate the noise from concrete intelligence. Social listening helps you monitor conversations and put them into context by providing you with a well-detailed analysis.
By listening to audience conversations, you can also easily capture vital intelligence about what your audience is looking for. Even when your audience does not explicitly state their expectations, with the help of social listening, you can spot patterns and gain an understanding.
When you know what your audience’s pain points are, you are better equipped at fulfilling their expectations and in the process, building a loyal audience base.
Find Possible Leads
With Social listening, you can also point out possible leads for your brand. Based on mention scores and sentiment analysis of conversations, you can ascertain if a particular user could turn into a lead or not. You could create a list of keywords or phrases that could indicate a tendency to convert.
Find Influencers To Collaborate With
Social listening by Unbox Social allows you to spot the top content creators talking about your brand or keywords. You can approach these Influencers and enter into a collaboration with them. Since these Influencers are already talking about your brand, it will help you establish an authentic Influencer marketing campaign.
SUMMING IT UP
Cutting through all the noise on social media, social listening helps you spot relevant patterns and themes that are vital for framing your content and brand marketing strategy. So, without wasting any more time, why don’t you start listening to what your audience has to say about your brand?