But, their biggest challenge in maximising the use of social listening is time investment.
A Social Media Today-Meltwater study found that social listening is now a part of 61% of companies’ social media marketing strategies. 82% of professionals reported viewing social listening as a key element in their strategic planning.
The study indicates brands are using social listening primarily to track “Brand Sentiment and Reputation Management”. Though brands are also using social listening to track “Brand Awareness” and industry trends, very few brands are using it to track and analyse crisis management, competitive analysis and campaign analysis.
When asked about the factors that are restricting them in terms of maximising the use of social listening, brands indicated “Time” and “Employee bandwidth”. Nearly half of respondents also described their approach to social media listening as “Don’t know enough about it”.
[5 minute read]