events for example , then anything that engages consumer opinion should be championed in 2021 strategies . In fact , businesses should embrace social listening across multiple platforms , and for more far-reaching purposes than they had previously , if they want to boost their chances of success .
Whilst customer insight is probably the most well-known benefit of social listening , too many brands see it simply as a watching exercise , and not a way of interacting with their customers . If companies are focusing on dealing with customer complaints , then they miss the opportunities to upsell with customers praising their brand .
We have increasingly seen brands take to social media , and many have utilized this technique very well . If you interact with the consumers who are praising your product , then you can make them advocates for your brand via canny social media tactics . Sometimes , the easiest way to get salient consumer advice , is to ask the customer directly .
Social listening plays a key role in crisis management . As brands have taken to social media , customers have too in order to contact them ; quickly realizing that ,
We must acknowledge that customers will inevitably compare you to your competitors . If your brand is likened unfavorably to your competition , you might be able to understand why by engaging with social listening . At the very least , you can get a snapshot of what you are perceived to do badly and your general presence in the market as compared to your rivals .
Remember , social listening is part of a wider digital strategy that , used with the more formal social media monitoring technique , can bring you to the heart of market trends . Whilst these tactics alone won ’ t cover your entire strategy , they will provide the data and insight needed in order to set realistic and actionable objectives that can inform the whole business .
particularly when making complaints , companies will respond quicker in order to avert any potential bad publicity .
However , this can be scaled up , as social media listening also offers a chance to monitor a potential crisis that may be emerging with your brand or customer base . Trends that emerge on social media can often become part of the real-world effect on a brand . It ’ s vital that , in an age where social spreads bad news fast , brands get to grips with social listening to counter this .
We must acknowledge that customers will inevitably compare you to your competitors . If your brand is likened unfavorably to your competition , you might be able to understand why by engaging with social listening . At the very least , you can get a snapshot of what you are perceived to do badly and your general presence in the market as compared to your rivals .
This can help inform your social media strategy . Will you be playful with your competition - as Safaricom and Airtel are - or is your industry more cutthroat than that ? Either way , how you judge yourself against the competition is an important part of your brand voice on social media , and social listening is a key tool , in the current circumstances , for setting that tone .
If the previous benefits detailed centered on reaction , it should also be noted that social media listening is very good for being proactive in business . If businesses focus on social listening as a method of fixing their digital problems , then they are overlooking that social listening is a great method for preventing those problems happening in the first place .
When conducting any social listening campaign , you should look beyond simply focusing on your business or your closest competitors . Instead , try to allocate resources to monitor more general discussion about your industry or sector .
When undergoing a process of social listening , think about what your customers seem to be asking for from your sector , and what ’ s currently unavailable that they seem to want ; is there a reason that you are not currently offering it ? These are valuable insights about the external and macro environment that brands can ’ t afford to miss in 2021 .
Remember , social listening is part of a wider digital strategy that , used with the more formal social media monitoring technique , can bring you to the heart of market trends . Whilst these tactics alone won ’ t cover your entire strategy , they will provide the data and insight needed in order to set realistic and actionable objectives that can inform the whole business .
In a sustained period that has seen face-to-face opportunities diminish , an excellent social media strategy could be the best way to fill the gap . It ’ s important that brands are onboard in 2021 and it is vital that marketers and communication professionals are trained and ready with the ability to analyze that data and deliver on those insights .
Irene Mbonge is the Group Head , Corporate Communication & Public Affairs at CPF Group . You can commune with her on this or related issues via mail at : Mbonge . Irene @ gmail . com .