Marketing Tips Blog

Social Listening: Why It's Becoming Increasingly Important

- Tuesday, February 18, 2014

With the amount of strategy around social media these days, it can be difficult to know what strategy is worth the research, digging and piles of analytic reports. But this one here, I find, is of the most importance. Based on Exact Target’s 2014 State of Marketing Report, which shows top marketing objectives, priorities and concerns for 2014, Social Listening was number one of Social Media Examiner's recap of the report. Here's what they had to say.

Social Listening Becoming Important

More brands are beginning to really listen to their customers. According to the report, 60% of marketers were using social listening strategies in 2013 and 24% plan to do so in 2014. The sad news is that only 31% of marketers think their social listening is fully effective.

What's Important

Social listening offers opportunities to interact directly with consumers. But it’s not just about setting up a HootSuite account and watching tweets that mention your brand’s name.

If you really want to see results, you need to listen and respond strategically, according to another study by JD Power:

  • Don’t just listen; understand first—are you hearing one loud voice or a growing trend? Is positive sentiment due to great advertising or an awesome product? Understand the full picture before you respond.
  • Consider the context of online updates and conversations—are consumers reaching out to you directly or venting to their friends? It’s their context (not yours) that matters. Your response should fulfill their expectations.
  • Engage with the intention of delivering mutual value—consumers have shown they’re willing to give up some level of privacy in exchange for better service and incredible value.
  • Demonstrate how listening builds relationships, rather than simply “intruding” on consumers’ conversations. People are still sensitive about privacy and listening for listening’s sake is simply creepy.

Pssst...for all five of the most important Social Media trends for 2014, according to Social Media Examiner, click here.

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