Social Listening: A greensplash guide
There always comes a point in every new marketer’s social media career where they hit a bit of a stumbling block. They’ll be comfortable with Twitter, and have got into the habit of posting interesting and relevant content several times a day. However, the stumbling block tends to happen at roughly 2000 followers. Until that moment, everything had been running smoothly, with an overall net follower increase. However whatever you do, no matter how great the content you tweet is, you just can’t get your overall follower count to increase.
It’s time to engage with your followers. You know, speak to them, joke with them, interact with them in online conversation. However, there is something a science to this, to ensure you’re not randomly entering conversations without any positive gain. In order to maximise the effects of your social media engagement, you’re going to have to familiarise yourself with social listening techniques.
Social listening can be achieved by utilising tools which scan Twitter for specific keywords relevant to your business. It can also be used to find out what competitors or prospective clients are doing. Essentially, it is the GCHQ of the marketing industry.
In this article, we’ll take a look at the some of the best tools and tips for social media listening, and how this can enhance your overall social media campaigns.
Hootsuite is a godsend when it comes to listening in on competitors, prospects and general industry buzz alike. It allows you to set up separate streams monitoring various Twitter keywords or user handles, meaning you can get huge amounts of useful information in handy, tweet-sized morsels. The facilities in Hootsuite are going to be vital for implementing the following.
Industry Social Listening
Listening to the chatter in your industry is useful for various reasons. Firstly, social media is often the first place that groundbreaking industry news first emerges, so you can comment and blog about it in a timely fashion and look like a cutting edge industry expert.
Secondly, tracking relevant keywords is useful for identifying influencers relevant to your industry sector. One your main goals when working with social media is to attract the attention of influencers and get them to comment on, or retweet your posts to their millions of followers. Tracking relevant keywords is a great way to discover influencers who frequently post content in your industry sector.
In the good old days, gathering corporate intelligence would involve waiting for your competitors to put out their next advert, or resorting to borderline illegal data gathering methodologies. Fortunately, the modern tendency to tweet about anything and everything means you can get up-to-date information delivered straight to your Hootsuite dashboard. Simply set up a stream with a competitors’ name as a search keyword, and you can see anything they post or anyone else who mentions them.
It’s every salesman’s dream to know what a prospective client is thinking prior to that first pitch. Well, the great news is that now you can! This method is identical to competition listening, only you set up the client’s name as a search keyword. By looking at the content they’re posting, you can often glean useful information that will make you stand out from the competition.
Sometimes, if people are talking about you, they won’t always include your Twitter handle. Therefore, it’s always worth setting your own business as a search keyword and keeping an eye on the stream. This can be worth its weight in gold when it comes to identifying complaints that are being voiced on Twitter without your knowledge.
That’s the greensplash guide to social listening! Obviously, we’ve only just scratched the surface of this rapidly evolving and sophisticated marketing methodology. Social listening requires time and dedication, and a great deal of keyword research to enact effectively. For information on greensplash’s social media services, call 01606 884 123 and ask to speak to Jon Ranwell, or email firstname.lastname@example.org.