Social Media Marketing

5 Brand and Customer Metrics You Can Track with Social Listening (And How They’ll Help You Grow Your Business)

Social listening can give you a better perspective on what your customers want. Here’s what you need to know.

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You may be thinking, “Don’t my Twitter notifications already count as social listening?” Social listening is different from social monitoring. Rather than being aware of more significant actions that appear in notifications, like post engagements or mentions, social listening involves having a broad awareness of the social media landscape and how it involves your brand or business. It lets you go deeper into the insights that social media usage can provide.

Marketers can use tools to enhance their social listening strategy, like Mention or Reputology. Social listening can provide invaluable insights that help grow your business and brand, both online and off.

  • Brand sentiment

When you’re enthusiastic about the brand or business you support, it’s easy to have a biased perception of the brand’s reputation. By using social listening, marketers can tap into the true sentiment around the brand. Most social listening tools clearly show the percentage of positive buzz versus negative. When there are dips in sentiment, marketers can see what’s driving the negativity and course correct to protect the reputation of the brand.

  • Competitive metrics

Rather than just looking at one account, social listening lets marketers look at the broad landscape, including competitors. Many social listening tools allow you to set up streams that feature all interactions and mentions of competitors. This makes it easy to understand what is and is not working for the competition and helps identify new potential customers or followers.

  • Hashtag and keyword trends

Through social listening, marketers can see which hashtags, keywords, or user names are most active in the space. The highest-performing posts (by other brands and users, not just your own brand) can clearly demonstrate what content is driving conversation online. Using that insight, you can create content that is relevant in the most active conversations. Ultimately, this will increase engagement and brand awareness.

  • Demographic metrics

Demographic metrics are key to any brand or business. Through social listening, marketers can learn more about the users involved in the overall conversation. This can help brands confirm that their current targeting strategy is spot-on, or it can help them tweak their targeting to reach the demographics that are the most likely to be interested in their product or service.

  • Influential users

Influencer marketing continues to grow as a way to reach new customers. Through social listening, marketers can use target keywords and hashtags to learn more about who their most influential current fans are, as well as the identity of the most influential users in the space. This is preliminary research marketers can use to build their influencer marketing strategy.

Overall, social listening can offer a more in-depth understanding of users, trending topics, and competitors. This increased insight can help marketers make better-informed decisions that lead to greater brand growth and awareness. If you’re not currently exploring how social media listening can kick your data strategy to the next level, it’s time to explore the possibilities and incorporate the data.