One of the biggest tools right now in marketing is social media platforms. Brands are able to use social media to better connect with potential customers, build brand credibility and show authenticity. Social media however, isn’t just for presentation. Social listening is how brands use the platforms to create a two-sided dialogue; brands are able to look at their followers or target audience and learn more about how they think.
Learning About the Conversation
Brands can use social listening tools to find out what consumers are saying about their products, staff, services or industry. A social listening tool can be set up to find specific keywords that are relevant to your brand or industry. You can then see what people are talking about, helping you react in an informed way. Some companies use social listening to respond to disgruntled customers in a professional and prompt manner. Other companies use the social listening tool to help them stay plugged-in to industry trends, needs and changes. Luxury brands often have a reputation of being a bit above the fray, but this doesn’t mean they shouldn’t be informed every step of the way. Just because you don’t know a relevant trending topic is happening, doesn’t mean your brand is exempt from it. The conversation is happening whether you want to benefit from it or not.
Understanding Your Audience
Every brand has to understand what motivates, engages and interests the ideal consumers within their target audience. Not every customer is going to be the same kind of qualified lead. In order to attract the ideal customers, brands will want to build in-depth buyer personas that try to pinpoint exactly what customers they are going for in their marketing efforts. Social media is a great place to get to know more about those ideal customers. Companies can use profiles to learn more about interests, posting habits, business pains and other factors that may help with marketing strategies.