Social media drastically changed the way people communicate. Through social media platforms, everyone from the average person to the public relations department of a Fortune 500 company can quickly disseminate information. Communication on social media, like in-person forms of communication, is a proverbial two-way street. That is, conveying information isn’t the only thing occurring. Someone on the other end is “listening,” both figuratively and literally. They “listen” to text published on the page, and they listen to audio and video commentary posted, as well. Just as active listening, hopefully, exists when two people communicate with one another, there is such a thing as “social media listening.” Anyone involved in business should learn the art of effective social media listening.

What is “Listening” on Social Media

Listening on social media, for many, ironically, isn’t about being social. Businesses utilize the strategy to keep track of anything related to their enterprise. A basic example of this involves maintaining tabs on any mention of the company or its brand. A customer review published or circulated on social media tells a story about a company. It would make sense for the owner to check out what the report says.

Social network listening may also involve placing a careful eye on mentions of a competitor. Honestly, details about anything relevant to your business are worth hearing out.

Of course, business owners and entrepreneurs aren’t the only ones that can engage in online listening. If you want to know what people are saying about you, staying on top of commentary makes sense. Businesses, however, may be more likely to receive scores of mentions. Companies deal with consumers regularly, and the enterprises also try to evoke reactions through marketing campaigns. A buzz may generate, so hear what the buzz says.

Reasons for Social Media Engagement

Listening on social media isn’t something done without a reason. The information gained from listening could be put into action capable of improving performance or correcting deficiencies. A well-written review, even one not seen by many people, could provide valuable insights. For example, the report might mention that responses to phone or email inquiries are too slow.

Upon learning customers express displeasure about the problem, management can take steps to improve customer service. Future reviews might not mention the problem and, more importantly, customers won’t share the same complaints.

A company could benefit by exploring the ways social media listening can assist branding and marketing. After all, it is wise to know what others are saying. The information may prove valuable.

Positive information also proves helpful. If a review speaks highly about a particular product, a marketing campaign could highlight the benefits. Even gleaming social media comments to craft a testimonial page is beneficial.

Asking for Help

A company has only so many resources, and social media marketing might not be something it can do in-house. NetBase offers assistance with social media analytics and wants clients to use the garnered information to connect with customers. Among the services provided by NetBase is social media listening. NetBase can work with clients to examine social media listening material to explore strategies for improving content creation and social media campaigns.