Social Listening Mistakes
According to research, over 60% of companies these days are utilizing social listening tools and platforms to keep track of what consumers are saying about the brands. However, despite the high number, most businesses tend to miss out on all of the opportunities that they can get from it, and really leverage social listening tools to generate a lot of benefits. In fact, according to studies, most of the companies that are utilizing social listening tools only use those tools to track customer sentiment and brand mentions. However, that’s not the end all be all of the social listening tools and capabilities for businesses, and companies can do a lot better in terms of overall performance when they use these tools the right way.
Performance of campaigns
Most of the companies that are utilizing social listening tools are doing a great job of focusing on the basic capabilities those tools provide, such as tracking customer sentiment and brand mentions. However, only around 10% of companies are actually using social listening as another way to track the performance of their campaigns. This is a bit unusual given the time and effort most companies tend to invest in their marketing andPublic Relations campaigns. After all, once a campaign that’s been planned for months is finally launched, companies should be looking for ways to see what the leads and the customers are saying about the business itself and its campaigns, as well as the way that the campaign has been presented. This is one of the mistakes that companies make, as they can easily set up keyword monitoring for any keywords that they’re using for their campaigns and keep track of what the consumers are saying about it. In fact, companies can also use this strategy to see what other thought leaders or industry influencers are saying about the business and its campaigns, and they shouldn’t be ignoring it.
Platforms
Most companies tend to focus on the four biggest social media platforms when utilizing social listening tools, including Facebook, Twitter, LinkedIn, and Instagram. Although these four are great starting points, it’s important for companies to keep in mind that social listening isn’t as effective as it used to be on Facebook, since the platform is a closed environment. Companies can only get as much information about what their customers are saying as the privacy settings that those customers are using allow the businesses. Additionally, most companies seem to be ignoring the platform where all of the latest trends have started as of late and has a considerably growing user base – TikTok. Another platform that many businesses seem to be ignoring, yet can easily pay attention to given how open most consumers tend to be on it is Reddit. Including both of these platforms in social listening strategies can greatly help companies keep track of the latest conversations, as well as trends, and figure out what the consumers are truly thinking about the companies that they choose to do business with.
