Leverage Social Listening by Taking Action
Updated: Dec 14, 2017
Social listening allows you to take actions to amplify your online interactions with prospects and consumers. During the “5 Secrets to Social Listening Success” American Marketing Association’s webinar, Host Elvis Lieban of Netbase mentioned a few ways businesses can take advantage of social listening. For example, businesses shouldn’t do all the work; they should incorporate their audience. They should combine #social #data with other #business data; and, they shouldn’t be afraid to take risks.
Co-create campaigns with your audience. Use the audience to help co-create campaigns. Identify things the audience is passionate about, and figure out what your audience loves. In other words, identify your audience’s interest. For example, #Trekkies have been awaiting the film, “Star Wars: The Last Jedi.” The #LastJedi generated more than three million social media conversations two months before it would land in theaters, according to Variety magazine. It created 500,000 online conversations within one week. During that week in October, its movie trailer was released during halftime at Monday Night Football, or #MNF, followed by advertisements for posters, toys, and virtual reality tools, and its cast members gave interviews.
In order to get your audience involved in your promotional #campaigns, you will first need to send out a test. Try using themed organic messages on social media channels to see if they get traction. If they do, you have identified the audience’s passion for the topic. Next, use the connection to build your campaign; however, before you launch the campaign Lieban advises that you plan for a crisis. Campaigns can get out of control, he warns. For example, the social platform could be hacked. Therefore, it’s important to have a plan that allows the brand to react in an appropriate manner and at the right time.
Also, see if you already have #influencers within your audience. Look at your #brand #advocates, and determine who is sharing your content. Then, check their platforms to get a sense of their reach and ability to motivate their audience into take action.
Combine social data with business data. Data is often siloed within companies. Although, #marketing has some access to data using the information with data collected from other sources, like customer care logs, surveys, and customer feedback, can help drive, and inform decision making throughout the business. This information can also be used to support the online trends that you are seeing, create, or enhance customer experiences or a process, improve insights and analyses, and present new ideas for testing.
Use social listening to try something new. After listening to your customers, test out new tones, designs, and content. Then, determine if they are effective by conducting social monitoring throughout the test.
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