The video explains that social listening is the method of analyzing social media conversations to achieve insights and make higher enterprise selections [00:42]. It differs from social monitoring by specializing in how folks really feel and why, even once they don’t immediately tag a model [01:02].
Social listening will help reply 5 key questions:
What content material does your viewers need to see?
By tapping into broader business conversations, manufacturers can establish traits and create related content material that resonates with their viewers, avoiding irrelevant posts [01:26]. An instance given is a espresso model discovering a development in different milks [01:40].
How do you stack up in opposition to your opponents?
Social listening permits companies to grasp what prospects like most about them in comparison with opponents, establish business gaps, and set higher benchmarks [02:31]. The video illustrates this with a espresso store including chai tea lattes after noticing a competitor’s prospects complaining about their absence [03:05].
What does your viewers really want?
It helps uncover buyer questions and ache factors a few model, business, or opponents, even when the model isn’t immediately tagged [03:43]. These insights can be utilized to proactively create instructional content material and deal with product complaints [04:19].
Who’re your largest followers and influencers?
This allows manufacturers to find advocates and potential companions for influencer advertising and marketing campaigns [04:40]. The instance exhibits figuring out influencers for a brand new latte taste promotion [04:54].
How do you establish and handle potential crises in your channels?
Social listening will help catch a disaster earlier than it escalates, permitting groups to create a response technique early [05:17]. It might additionally observe sentiment throughout a disaster to see if it’s gaining or dropping traction [06:06].
The video concludes by emphasizing that social listening presents many potentialities, from product improvements to measuring model sentiment, and encourages viewers to start out their very own technique [06:33].
