Social Listening Mistakes

2022-06-13 by Ronn Torossian

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.

Ronn Torossian founded 5WPR.

Ronn Torossian: Insights from a Native New Yorker and CEO of 5WPR

Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 250 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities