A social listening strategy is more than looking at a few tweets or some Google alerts on a sporadic basis. 

Instead, it’s a systematic approach to monitoring conversations online.  

As more brands and business owners realize the advantages of social media listening, they’re beginning to incorporate it into their marketing strategies. 

Why?

Because social media listening has become a gateway to new possibilities for: 

  • Marketers, 
  • Sales teams, 
  • Product teams, 
  • Research and development, and much more.

Even though you don’t need any experience to carry out social listening, a social listening strategy requires more in-depth knowledge of your business and industry.

 

Steps To Create A Social Listening Strategy

 

Step 1: Set your KPIs and Goals

A solid social listening strategy gives you a deeper understanding of what your customers are saying, how they feel, and their challenges. 

Wouldnt you agree with me that to create raving fans we should:

  • Know our audience, 
  • Their core motivators,
  • And how we can make a positive impact on their lives?

As with most activities in an organization or business establishment, a crucial step is to determine the goals that you’re trying to achieve. Likewise, when creating your social listening strategy. 

Having clear cut goals will define all of your efforts, especially if you want to maximize your performances.

Some of the common determining factors or KPIs of a social media listening strategy include:

Product research

  • Adjust and improve products and services.
  • Collect feedback and get consumer suggestions.
  • Find inspiration for new products or services.

Customer service

Customer service is one of the primary uses of a social listening strategy- and there’s a good reason for that. 

  • It helps to monitor and improve sentiment around customer service.
  • Personalizes customer service experiences.
  • Uncover issues quickly to mitigate fallout.

It can be challenging to meet up with customer expectations. However, with a robust social listening strategy in place, you can quickly pinpoint and give quick responses to customer complaints online. 

Reputation management

Do you know that some consumers need at least a four-star rating before choosing your brand or services?

Having this in mind, you cannot underrate your online and professional reputation. 

And if done correctly, a social media listening strategy builds your credibility to customers. It also strengths their trust in your brand.

  • Start by deciding what you want your online reputation to be.
  • Assess your present brand reputation.
  • Seek help from friends, family, clients, and business partners. Ask them. What comes to mind when they hear my business’s name?
  • Create a social listening strategy to guide engagement that aligns with your brand’s goals.
  • Design a social media content strategy to promote your desired reputation.

Event monitoring

  • A social listening strategy can track previous experiences with a particular venue and evaluate its public perception.
  • It can also help you choose the right theme and channels to promote an event based on online conversations and mentions.
  • Evaluate the interest and level of anticipation of a given event.
  • Identify the right influencers to promote the event.
  • Monitor hashtags and mentions to improve on future events.

Market research

Market research is critical for all brands and business owners.

However, it is no secret that most small business owners do not have the resources to carry out full-scale market research.

A comprehensive social media listening strategy can help them: 

  • Conduct detailed audience research.
  • Segment their audiences based on who they are.
  • Evaluate the effectiveness of various campaigns and gather qualitative data using feedback and opinions.
  • Evaluate competitors and understand what makes them different and why people choose them. 
  • Come up with new campaign ideas based on trending campaigns and industry insights.

A social listening strategy is a way to collect these enormous chunks of data, but it’s also a cost-effective data collection process.

Unlike other market research methods, the info you gather from a social listening strategy comes directly from users. 

It is authentic and helps you to understand your potential customers, industry.

Plus, tailoring your products and services to be more attractive to them.

Sales

  • Search for new leads or redirect leads from competitors.
  • Build an ideal client persona.
  • Explore a new demographic.
  • Fine-tune how customers search for your latest products.

Lead generation 

Using social media is one of the best ways to generate qualified leads. Here’s how:

  • Observe people searching and talking about similar products/services.
  • Listen and respond to inquiries about your business. 
  • Monitor your competitors and their customers and join their online conversations. 
  • Maybe they are looking for your competitors because they are not aware of your brand?
  • Set up search and keyword alerts for location-based businesses and monitor for potential leads.
  • Discover influencers and brand ambassadors that can promote your business to generate leads.

SEO

  • Monitor brands to find mentions about them on blogs and the web. Reach out for an SEO backlink campaign.
  • The social listening strategy will also find mentions of your brand that don’t link to your website or landing page. This is an opportunity to reach out to the authors for a link to your site. 
  • Find new linking opportunities by reaching out to authors who write about your industry or competitors.

 

 

 

Step 2: Set up your Social Listening Tools and Topics

Once you are set with your brand’s KPIs or goals to achieve using social listening, focus on how you’ll implement it. 

What specific insights are you trying to surface to support your end goals?

A comprehensive social listening strategy makes it easy to aggregate as much data as possible. So it’s crucial to choose the right social listening tools that reach the deepest corners of social media and bring out:

  • Actionable data, 
  • Measures sentiment, 
  • Plus, these social listening tools must integrate effortlessly with your marketing goals.

Did I mention that you select your priority networks based on your varying KPIs, and where your audience is most active?

 

Step 3: Make a Reporting Plan

Can you use social listening metrics to evaluate your business? 

Bear in mind that an excellent ROI depends on how thriving your social listening strategy is. 

Your social team should monitor your listening topics to make the most on trends and data. 

My advice?

Implement a regular reporting schedule so you can continuously prove the value of your efforts. 

You can start with your department and then the entire company or business and stakeholders. 

This is where the art of a robust social listening strategy backed by data analysis comes together.

It’s not enough to throw numbers at the wall. 

Your reporting should look for social proof and ways to assign value to insights. 

Analyze the spikes in your data. 

Did the same sentiment come up often? 

Who said it or said what? 

Did many people engage with specific messages? 

Not only do these value points give us more confidence, but it also gives your team confidence that your insights are rooted in value.

 

Step 4: Evaluate & AB Test

Social media listening is part art, part science. Once your social listening strategy is in place, you may want to reevaluate your original goals based on your findings.

Answer questions based on insights, and if those results are good, share the process with your team.

This simple approach can further build belief and trust in social listening as a center of influence for your strategy. 

Maybe examine new social media platforms or add new keywords to your queries?

The possibilities are endless. Nevertheless, continue to collaborate with your social media strategy team and refine your approach for optimal listening success.

 

How To Measure your Social Listening Strategy

 

a. Performance/Conversion

Measuring KPIs using a social listening strategy is not as straightforward as other marketing or business KPIs.

It’s not always easy to measure how many people talking about your brand finally get into your funnel. 

However, social listening tools like Awario make it possible through their Awario Leads module and its automation.

Set up a Leads Alert Leads with a short description of your product and your competitors’ names.

Awario Leads will kick up and search for people expressing interest in products similar to yours or those unhappy with your competitors.

These alerts give you the perfect opportunity to nurture and convert them to paid clients. 

b. Conversation

This section covers, and you guessed it right:

The frequently mentioned conversations, hashtags, and keywords in your industry. 

If you aren’t too keen on numbers, the word cloud feature is a great way to visualize which keywords are the “loudest.”  

c. Demographics & Reach

Understand who is participating in conversations about your business. 

You want to know their names, user devices, geographic location, and much more here.

Your reach is a perfect metric to do that. It showcases how many times your brand name was seen online on the above metrics.

For example, if an influencer mentions your brand online. You want to track how far it went in terms of demographics and the number of people it reached. 

Conclusion

All in all, a social listening strategy should be one of your core roadmaps to creating a marketing strategy that converts. 

With the right tools and social media listening strategy in place, you can start recognizing and taking advantage of online mentions you wouldn’t have known about otherwise.

Plus, the data collected can influence your future marketing decisions that would attract and retain customers. 

Inbound Marketing StrategistDo you need a custom marketing strategy & sales funnel?

Plus execution & AB testing at a fraction of a full-time marketing manager’s cost?

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