Harness the Power of Social Listening and Help Your Brand Spread Positivity

You are on it. We are on it. Over 3.6 billion people worldwide are on social media, and it is constantly developing and changing our consumer habits.

Social media is where we all go to keep up with brands, discover trends, shop, and converse. It is also where the next generations of consumers are spending the majority of their time. On average, Gen Z spends 4.5 hours on social media each day, and Millennials are logged on for 3.8 hours. Even though entertainment is the main driver of traffic, 31% of Gen Z and 33% of Millennials are turning to social media to keep up with news. Many young consumers are even using social media platforms as their main form of engagement for political and cultural issues.

With all of these different types of interactions and conversations taking place 24/7 on social media, how can your company benefit from it? The answer: social listening. 

Social listening is the process of understanding online conversations surrounding a brand, its competitors, and an entire industry. It is a critical skill that provides the ability to monitor, analyze, and respond to conversations. 

To get started searching a particular topic, simply pick relevant keywords. The search engine you use will scour the internet and attach to any conversation using the set of terms. This not only provides a holistic view of a topic or trend but allows for an even more granular analysis of exactly what is being said in those conversations.

Why is social listening important to your brand?

You can make your consumers feel heard and gain new customers

You can determine exactly what concerns or opinions are being expressed about your brand, which creates an opportunity for engagement. By using social listening for reactive community management, you are able to create positivity around your brand so that your consumers feel heard and valued.

Also using social listening for joining conversations with proactive community management can attract new customers. Nurturing content for a brand’s current consumer community has the potential to increase followers and impact sales.

Listening Allows for Better and More Inclusive Content Creation

With more and more diverse and inclusive marketing campaigns, social listening allows a brand to go one step further and understand how consumers are reacting to a message. Through social listening, a brand can make adjustments in real-time and create messages that authentically resonate by incorporating the audience’s sentiment or language around the campaign. 

Additionally, after analyzing what consumers are saying through social listening, you will be able to plan more targeted content. What better way to reach a desired audience than by listening to them? 

Staying Ahead of Negativity 

We have all witnessed how one negative comment can quickly go viral on Twitter and tarnish a brand’s reputation. By setting up alerts for negative sentiments, social listening can help a brand be proactive before a negative comment spirals out of control. In today’s socially driven economy, reacting quickly and stopping negativity at the source is critical. Through quick identification of negative comments, your company will be able to steer the conversation with positive sentiments. 

Social listening is particularly important for the negativity that surrounds social, cultural and political issues. Staying on top of current trending topics will provide a company with a comprehensive look at the sentiment around these issues and allow for appropriate social media responses.

Community conversation is a powerful tool for building brands—this is something we stand behind.  If this is something you want for your brand too, start a conversation with us at ti@titaniumww.com.