Thursday, June 13, 2013

Why Social Media Listening is Important for Brands

Why Don't Brands Listen?

One reason that brands don't listen is because there's an overwhelming amount of social media noise and data out there. It's hard to separate the signal from the noise; therefore companies must invest in technology so they can actively listen.
Listening insights can have implications for multiple stakeholders, and each department within a company has unique needs and therefore distinct listening objectives.

Benefits Various Departments Can Have Listening to Social Media

Customer service:
  • Create a knowledge base from questions and answers they find on social media.
  • Identify and solve problems.
  • Integrate with CRM to prove cost savings.

Marketing and public relations:
  • Uncover conversations about brand, industry, products and respond in real time.
  • Leverage topic insights to improve their content, SEO, and PPC strategy.
  • Listen in social media for various product problems.
  • Highlight success of a product launch.
  • Gain input and ideas from customers on how to improve the product. It's not only a great way to gain further insight into their product, but it's also free to do so.
  • Uncover conversations that indicate intent to purchase (e.g., “Can anyone recommend”, “I need a new …”).
  • Keep an ear out for discontent with competitors.
  • Prove ROI through CRM integration.
Human resources:
  • Find where to fish for recruits.
  • Uncover the experts and influencers.
  • Discover perception of you as employer.
  • Listen for issues that impact employees happiness.

How Companies Use Social Media to Gain Insight into Their Brand

Taylor Guitars was listening and identified peaks in conversation, which led them to Dave Carroll's protest song on YouTube. The song chronicles an incident of how Dave's guitar (which was a Taylor Guitar) was damaged due to attendants of United Airlines recklessly throwing luggage into the plane. United Airlines denied Dave's claim, so he took to social media to express his disappointment.

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