You can't post with purpose without partaking in social listening. Both are key to succeeding on social media; they go hand in hand.
Social media listening is all about monitoring your brand across different channels. You need to be checking in on the conversations that are taking place surrounding your brand by checking engagement on the current posts you're putting out, feedback and mentions.
As well as being aware of the online narrative surrounding your brand, you need to be up to date on the latest trends and changes in your industry. Tracking specific keywords, topics, competitors, niches and industries will all help to inform you of what your content should be about.
So why is it important?
Social listening matters because it gives you valuable insight into the mindset of your audience. Knowing what your audience wants to see will only help you to create better and more reactive content. Also, customers like it when a brand engages with them directly. It makes them feel seen and that they are appreciated by the brand which in turn helps to cement brand loyalty.
How to do it:
With social listening, you need to take an active approach! When organically searching online, there are certain words and topics that you should search for:
- You brand names and handles
- Your competitors' names and handles
- Industry keywords
- Your branded hashtags (and your competitors)
- Hashtags related to your industry
This manual searching helps you to get a realistic understanding of what it is that your customers/prospects are interested in seeing. As well as taking an organic approach, you can also pay for social media listening tools.
A few options include:
Here you can set up streams to track conversations, keywords, topics and hashtags. Their dashboard also allows you to respond to conversations and mentions immediately.
Sprout Social -
Opens up with a dashboard that presents to you with options on what to do next for your content. You can also access data analytics to help inform future content.
Through one tool you can build campaigns, share content and find out when the best time to post is.
Social listening is a must. If you want to succeed on social media then you need to be in tune with what people want to consume. Dedicate at least 30 minutes a day to it and you will see an increase in your engagement across platforms.