is a very small business that doesn’ t generate many mentions, and ones that don’ t require complex feedback loops.
Small businesses with one or two dedicated social listeners can graduate up to a tool like Mention( https:// mention. com), which uses a more sophisticated keyword search and can pull mentions directly from all aspects of the social web, including social media channels, blogs, and new sites. Also, an entire suite of similar tools exists that competes with Mention, so if you do your research, you can find the tool that best suits your needs. Social listening tools like Mention are mid-level in price and features. They won’ t break the bank, but they provide helpful features like metrics, sentiment, and reporting.
Going beyond the mid-level tools, enterprise-level businesses can use a much more sophisticated( and expensive) listening tool such as Radian6( https:// www. marketingcloud. com / products / social-media-marketing / radian6 /). This platform offers more advanced reporting features, integrations with CRMs, and help-desk software. It’ s ideal for advanced workflows of larger social listening teams as well.
Planning to listen
Earlier in this chapter, we discuss how important social listening is as a strategy, but how exactly does one execute on social listening? Make no mistake: Social listening doesn’ t happen by accident; it’ s a tactical endeavor. You execute social listening campaigns by using tools that“ listen” for keywords. Before you begin implementing your social listening campaign, you need to determine exactly what keywords you need to listen for. Five keyword categories apply to virtually any business( see Figure 9-3):
Brands: This category includes your company name, brands, subbrands, and products.
Topics: Determine the industry-related topics people in your industry discuss and how you can contribute and build your authority on these topics.
Competitors: Establish who your competitors are, find out what people say about them, and ascertain what needs and problems your competitors’ customers and prospects are voicing on the social web.
Influencers: Settle upon the influential brands and individuals who have an impact on your industry. Be aware of what they are saying about your shared industry on the social web.
People: Pay attention to what customers, prospects, and others are saying about the high-profile, public-facing individuals who are a part of your organization.