Leverage social media listening to gather customer feedback, identify trends

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 23, 2022, 1:18 AM GMT+0

Businesses must analyse customer conversations around their brand on social platforms to understand how they can enhance their CX.

Before leveraging social listening, brands must first understand the difference between social media monitoring and social media listening. Social media monitoring involves searching for content on social platforms, searching for relevant keyword and hashtags, as well as brand mentions. Social media listening, on the other hand, is the process of gathering, analysing and reporting on social media conversations about the brand, or a specific topic.

With social media listening, marketers can understand their customers better by analysing what exactly they are saying about the brand and gather detailed feedback about a specific product or service. Leveraging social listening can also help brands keep track of changes in the industry as well as evolving customer preferences.

Consumer conversations online also offer insights about the strengths and weaknesses of competitor brands. Regularly monitoring and analysing target audiences’ social discussions can help marketers identify industry-specific influencers. Businesses can use these insights to find the right influencer partner who can help them boost brand awareness.

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