Social Listening is an increasingly important strategy in monitoring the company’s image and improving its online reputation. If communication between brands and customers is today more horizontal than ever, detecting user attitudes towards a business on social media can make a difference in any company’s strategy. Social Listening seeks to detect these attitudes and provide information to improve the digital reputation of a company. We will tell you how.
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Social Listening is the monitoring of social networks in search of comments, mentions, and other types of messages that allow us to determine the opinion of customers about a brand. It is thus about obtaining information about what the users of a business think to later analyze this data and act accordingly.
Although it resembles a certain extent the practices of Social Monitoring, Social Listening provides a broader point of view in which not only a specific marketing campaign is taken into account, but also, among others:
In addition, Social Listening incorporates, as we have already said, analysis tools to conclude the data to improve the company’s reputation. In short, Social Listening is understood as a long-term strategy and goes beyond specific campaigns.
Social Listening can be implemented in two steps:
First of all, it is necessary to monitor the social networks in which a company is present and even those in which it is not. You should look for elements related to the brand (the name itself and keywords about its products, for example), to the sector or the competition, in the form of mentions, hashtags, comments, messages.
This step can be carried out manually or through tools such as Sprout Social, depending on the exhaustiveness and volume of data that you want to achieve. The objective is to understand what is being said about the business and what is the attitude of users towards the company (the so-called “social media sentiment”).
As a second step, it will be crucial to analyze the information obtained so that the company can take concrete measures to improve its reputation in networks. Through Social Listening, it is possible to obtain information for:
Social Listening is, in short, a crucial part of managing a company’s online reputation, which complements others such as obtaining positive reviews on Google.
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