There are numerous ways companies can leverage social channels to grow their business. One of the best ways to make the most of social media is by listening to what your customers and potential customers have to say about your brand.
Why Social Listening is Important? Businesses can use social media to market their products and services to potential customers; it also helps a business connect with its customers post purchase. While social media is proving to be a boon for businesses, there is another side to social media as well that, if not handled with care, can adversely affect your business fortunes. Think of social media as a double-edged sword. It has given an unbelievable power to the customers, giving more credence to the old adage ‘Customer is the king’. It lets a customer post negative reviews or experiences they had with your brand, product or customer service.
A single negative tweet from an unsatisfied customer can badly damage the reputation of a company. This makes it necessary for companies to listen to what customers are saying about their products and their way of doing business.
Listening to consumers on social media allows them to fine tune their marketing strategies and also improve their business processes.
These benefits clearly show that it is critical for all B2C companies to incorporate social listening in their social media marketing strategies.
The question is – How do you implement social listening into your larger social media marketing strategy?
A vast amount of digital data is created by millions of people on social channels every day. It is impossible for any company to keep track of all its brand mentions on Internet, manually.
What is a Social Media Monitoring Software?
User generated content (UGC) on blogs, social networks, review websites, forums and message boards is growing at a rapid pace. Companies need to filter this data and collect information that can help them make right business and marketing decisions. To do this, they need to pick the right social monitoring software for their business.
This monitoring software crawls blogs, forums and other social platforms to help marketers, brand managers and PR agencies effectively measure, analyze and act on social conversations.
How can it help your business?
Social monitoring software helps keep up with all relevant social media activity.
Monitoring brand mentions and competitive news help a company drive product development, measure online advertising campaign performance and avoid any potential PR disaster before they spiral out of control.
Different monitoring software offer different features. Based on the monitoring software that is picked, it can help in:
- Reputation Management:
Monitoring software keeps track of your brand mentions on social channels, forums or message boards and helps you reply to people instantly. It also monitors conversations in real-time, allowing you to reply to any negative tweet or comment on time.
- Sentiment Analysis:
Social media monitoring is much more than counting the number of likes, comments, retweets and shares. Sentiment analysis helps you detect and understand the audience’s reaction to your brand. It lets you analyze all conversations and tag them as positive, negative or neutral. This gives you a clear idea of whether target customers have nice things to say about your recently launched campaign/product or they are criticizing it.
- Competitive and Industry Insights:
It’s important to know about the conversations surrounding your brand, but it’s equally critical to keep track of what is being said about your competitors. Monitoring your competitors will give you an insight into what they are doing wrong and how you can use their weaknesses to your advantage.
Industry insights will let you identify emerging trends and help you decide how you need to change or modify your products to serve your customers better.
- Influencer Identification:
Influencers are people with strong online voices and thousands of followers. They can help your marketing campaign go viral and send millions of followers to your social profiles and website.
Social media monitoring is a great way to identify whose opinions hold the most weight in your industry.
- Customer Service:
Social media monitoring can help you resolve customer issues, give deeper insights into customer service and enable you to nurture more profitable customer relationships.
- Crisis Management:
Monitoring conversations will help you keep track of negative comments or tweets and respond to them in time. You can set up email alerts in this regard to keep you informed of any increase in activity surrounding specific words or phrases pertaining to your business.
How to pick the right social monitoring software for your business?
The explosion of social media has led to a growing and bustling market for social media monitoring software (SMM). But with hundreds of options for social monitoring software out there, the space is cluttered and confusing for business owners.
For simply monitoring, i.e. tracking brand mentions, there are many free tools available.
But if you are looking for actual monitoring, i.e. software that supports sentiment analysis you should pick from options such as Sysomos, Radian6, Beevolve or Brandwatch.
Below is the list of questions, answers to which will help you select the right online monitoring tool / software for your company:
- What metrics does it offer?
- With which social networks does it support integration?
- Will the conversations be tracked in real-time?
- How many search-terms are included in a package?
- Operational & Resource Concerns:
- How much marketing budget can be allotted for social monitoring software?
- How much volume can it manage?
- How many conversations can it track on a monthly basis?
- Handling the Software:
- How many users can manage the software?
- How much control will you have?
- How frequently will it generate reports?
- How much time will be required to manage the software?
- Other Special Features:
- Can it schedule updates?
- Does it have a user-friendly interface?
- Does it allow managing all your social profiles from one common interface?
- Does it support filtering by region?
- Does it support filtering by demographics?
- Does it provide sentiment analysis?
- Is it multilingual monitoring software? Which different languages does it support?
- Does it offer a free trial account?
- Can it track industry influencers?
So, the next time you are searching for monitoring software for your business, ensure you pick the one that has all the bells and whistles that your business requires!
Last but not least what about the receiving great testimonial and publishing on your site. I know I am deferring from the main topic but believe me apart from the social media tools this is also very impressive for the customers and client. I know one great Testimonial Central site which you can check!