Social listening is the process of listening and understanding what the public is saying and tweeting about the brand itself. Social listening helps brands to understand what the customer thinks about the product, how he feels, what he is talking about, and what he needs from the brand.
Brands can then use these voices and ideas to make better marketing decisions, improve content strategy and outpace their competition. Xfinity introduced bundle deals as Xfinity double play, where subscribers can make use of cable TV and internet services for a reasonable price.
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Information on Social Media
There are 4.2 billion social media users in the entire world, which in 2021 represents around 53% of the world’s population.
Take a look at the estimated amount of information being circulated on the internet in 2021: 500,000 comments were being posted on Facebook in the internet world in 2021, 300,000 tweets were posted on Twitter, and more than 700,000 TikTok videos were being viewed.
That is a lot of information created each day on social media platforms and consumers use these same social media platforms to post about businesses and their products and services.
This is why businesses need to create a strong social media presence to capture their customers’ attention.
Social Media Monitoring and Social Listening
It is important not to confuse social listening with social media monitoring; they are not the same thing.
Social media monitoring includes monitoring what the consumers are saying, commenting and tweeting about the brand, and responding to their queries. On the other hand, social listening finds the cause behind these conversations and implements long-term strategies for the brand.
Consider this scenario; if a student asks for help from a teacher about failing a subject, the teacher’s impulsive response could be that she marks it off as the student not being a bright one. But what if the teacher asks the student why he has been falling behind in class, was there something bothering him at home, why were his parents not paying him any attention? This could open the door of possibility to solving the problem for the student, and essentially helping him pass the subject with good marks.
With social media marketing, it is like rubbing off the issue as if it’s because of his low intelligence; dealing reactively with the situation. In social listening, the teacher will help the student figure out why he was falling behind to prevent it from happening again.
The importance of Social Listening for the Brand
The process of social listening emphasizes the brand to pay attention to the consumers’ behavior and comments. Social media has made it common for people to publicly share their opinions on everything – including the brand. So it shouldn’t be a surprise, rather they should focus on why people are responding that way.
- It is natural for people to want to feel like they are being heard. That is why they post on social media. If people are using a product or service, they want to feel heard about their experiences with that product or service. 46% of the consumers online believe that brands should engage with their audience on social media and that is their best quality. Being active on social media clearly makes a difference for the brand. Brands can provide benefits for themselves by prioritizing consumers’ responses and their relevance on their social media platforms, which results in positive consumer behavior.
- Brands sometimes experience serious issues and scandals on social media platforms. Anything happens that made your consumer unhappy, and then it can cause a wave of negativity on their social media. Few rude comments or tweets are fine, but it is worth looking into when the negative comments outweigh the positive ones. Brands can perform research on the incident to see if the rise of negative comments has led to a decrease in their followers, sales, etc. In response to that, brands can then decide on what series of measures need to be taken to prevent any lasting effects.
- Brands can create and highlight useful content that could be of value to their targeted audience. This will attract them to the brands naturally, instead of brands having to take measures like bombarding them with annoying ads. Using social listening, brands can discover what their consumers enjoy and create the content accordingly, and encourage them to use mentions, reposts, and hashtags.
To summarize, social media plays an important role in any brands’ growth. If brands don’t pay attention and roll with the punches, their business will falter. Consumers enjoy brands that are fresh and interactive and engaging and will provide them with products and services that are genuinely useful and engaging.