What is Social Media Listening? – The Difference Between Social Media Listening and Monitoring

What is Social Media Listening? – The Difference Between Social Media Listening and Monitoring

Nowadays when somebody has a gripe, they often vent their concerns on social media, sometimes before they do anything else. And once something is written on a social media site it is there forever, ready to be unearthed one, two, or ten years hence. This can make things extremely difficult for brands on the receiving end of a social media rant, particularly if they don’t know the conversation occurred. Many firms have found it better to use social media listening software to discover their online social mentions and to react appropriately before it is too late.

Social media listening, aka social listening, involves firms using special software to track conversations about them in the social sphere. But it is more than just social monitoring. Social media listening involves listening, analyzing and where appropriate engaging in online conversations about the business.

Of course, it helps if your firm doesn’t have too generic a name. I once ran the social accounts for a software development company called Castle. We always struck a problem when we tried social media listening. Castle is just too generic a name, and there are too many other firms with a variation of that name. However, the biggest problem was that at the time there was a well-known and much-discussed television show called Castle. The bulk of the online references to “Castle” our software uncovered were about the television show.

Social listening doesn’t just need to be for bad mentions, either. It can be highly beneficial to discover who is ringing your praises on social media. It may even unearth possible influencers with whom a brand could strike up future partnerships.

What is Social Media Listening?

The Difference Between Social Media Listening and Monitoring

Social media monitoring is just a subset of social media listening. There are plenty of tools on the market that will help you monitor the social web for uses of your business or brand name. But social media monitoring, alone, is of little use to you. It is passive, like watching television. Social media monitoring simply collects data. If you’re just social media monitoring, you are not actually doing anything with the data you collect.

Technically, you can’t call the data that you collect with social media monitoring, information. Data only turns into information once it has a use or purpose. If a business monitors social media for references to its name and then sits on that knowledge without acting in any way, then it might as well be random data. You are not gaining any insight from your brand references. You are not joining any conversations and engaging with the people who talk about you.

How Does Social Listening Work in Practice?

You first need to find social mentions of your brand’s name before you can engage in any meaningful way. Successful social media listening strategies usually listen for more than just some reference to a company’s name, however. They use software that monitors references to business names, brands (if different), individual products, and often even chief competitors.

We have previously looked at 15 social media monitoring tools in the marketplace. These tools search far and wide in the social sphere for your selected brand mentions and even look at sites such as Reddit and Quora. They don’t just rely on people @mentioning you on Twitter or Instagram, because in reality, people generally don’t, particularly if they are unhappy with you. They’re far more likely to leave a comment in a Facebook post along the lines of “Just bought an XYZ pie – it was covered in mold and cold in the middle. I’m never going there again”. The person is unlikely to take the time to check XYZ Pies’ actual Twitter handle and refer to them by it, e.g., @XYZPiesLondon.

This makes it tricky for a brand to search for their own brand mentions without using special software. People rarely bother to use correct names online. They often shorten them and use nicknames. For example, somebody writing a Facebook post about their visit to McDonald’s may refer to their visit to “Maccas.” That organization has an additional problem, of course, as many people forget whether the brand is spelled as McDonald’s or MacDonald’s, with an apostrophe, or without one. And when most people write social media comments, they don’t care whether they spell the business name correctly, if their readers understand their message.

Good quality social media listening software can get through these issues. For example, they will pick up all references to McDonald’s, no matter how people spell the name, or even call it Maccas. Many of the apps can even distinguish between a local reference to a similarly named company, such as McDonald’s Lime, on social media and references to the burger restaurant chain.

If a business doesn’t use specialist social listening software, they will miss the myriad of brand mentions that are not formal @-mentions.

Social Listening Requires You to React to Social Mentions

The other part of social listening, of course, is reacting to your mentions – for example, taking the mention data and joining the conversations. If a customer vents about poor customer service, they will usually moderate their feelings if the brand participates in the discussion and tries to fix the problem. And if the original mention was positive, those feelings will magnify further if the brand acknowledges the support.

Likewise, if you are monitoring references to competing brands, you can jump into conversations and come across as providing better customer service than the opposition.

Social media listening also acts as an early bellwether for trends or potential problems. Your social media listening may indicate that something has gone wrong in your production or distribution process. It gives you a chance to fix a minor issue before it becomes an enormous problem.

Benefits of Social Listening

You Can Resolve Customer Problems Before They Become Major Issues

One of the most important reasons for social listening is to discover negative comments about your firm. It is important that you react appropriately, however. If you get upset and threaten legal action, you are likely to inflame the situation even worse. You certainly don’t want to create your own Streisand Effect, where your reactions to a situation make it substantially worse.

Social listening can even unearth situations where customers ask legitimate questions online, but don’t correctly label or tag the company. This means that you can answer their question or assist them, rather than it looking as if you don’t care.

You can even salvage situations where customers have vented their fury about you or your product. People will be pleased that you are prepared to listen to customer issues. It gives you the opportunity to resolve the problem if the customer has made a fair point. And if the customer is clearly overreacting, your polite answer may swing social media sympathy in your favor.

You Can Engage in Meaningful Conversations

You may consider your business and its product(s) the most important topic of conversation. Most other people, however, won’t share your views. They spend their time chatting on social media about the issues that interest them. They will take little interest in your blatantly promotional; posts.

However, if you set your social listening parameters widely enough to encompass all the conversations in your niche by potential customers you can join them in meaningful discussion. But don’t make your conversations sales pitches.

For example, if you are a toy manufacturer, search for conversations by young parents about toys that interest their kids. You could join a conversation on the importance of toy safety, for example. While you could mention some of the measures you have to take to keep your toys safe, don’t make any blatant sales pitches for your own range of toys, however.

You Can Create Social Content Based on Your Social Listening

We know the benefits that businesses gain from content marketing. Many brands run their own blogs and others create content for their social accounts or to assist influencers to share on their behalf. But coming up with new ideas can be challenging. It can be demoralizing to spend a great deal of time planning, researching, writing, and editing a blog post, only to see it go virtually unread, perhaps liked by just one or two brand advocates.

But remember, that people are not going to read your blog or social pouts unless they benefit them in some way. Just because you believe your post interesting, doesn’t mean others will.

If you use social listening, you can learn the questions that people ask. You can use peoples’ questions, complaints and compliments to create a blogging or posting schedule and tailor your content to focus on the topics they care most about.

You Can Use Customer Feedback to Guide Your Future Product Development

Social listening can be very useful to brands because it gives them valuable feedback. You can use it to discover the features that your customers would most like you to add to the next version or upgrade of your product. You can use that knowledge to prioritize your investment and development spending.

It Can Help Find Potential Influencers

Hopefully, you will come across regular posters who say complimentary things about your products. This will be particularly useful when these are people with high social followings who regularly engage with their followers. You could consider approaching them with a proposal to participate in influencer marketing on your behalf.

It Can Help You Keep an Eye on Your Competition

Many of the social listening tools allow you to “listen in” on mentions of your competitors. You can learn what works for them and what doesn’t. You might even learn about their new products before you have had a chance to examine them yourself.

You can combine this knowledge with what you learn about preferred features from potential customers to help you design new products and upgrades that will favor you over your competitors.

Use Social Media Listening to Improve Your Business Fortunes

Information is essential to business success.  There is a considerable amount to data created on social media each day, and if even a small amount of it can become useful to your business, then it becomes worth the time and effort.

In future posts, we will look in more detail at the processes involved in social listening and the software you can use to make it more manageable.

Related posts

Trump’s 2020 attack strategy: Smear Biden over mental fitness
By Eric Bradner, Ryan Nobles and Dan Merica, CNN

President Donald Trump and his allies have zeroed-in on an attack against Joe Biden, going after the presumptive Democratic governmental nominee’s mental physical fitness in a coordinated effort using smears and innuendo to paint him as ill-quipped to be President of the United States.

Trump for months has questioned the mental skill of the opponent he calls “Drowsy Joe.” Trump last week described Biden as “a sleepy person in a basement of a home,” and he has actually repeatedly recommended that Biden did not personally write declarations issued by his project criticizing Trump’s handling of the coronavirus pandemic.

His project and the Republican National Committee have progressively focused its attacks on Biden’s tendency for on-camera verbal stumbles in recent weeks, as it looks for to define Biden after he emerged triumphant from the Democratic primary.

One example came previously this month, when Trump’s campaign launched an ad comparing Biden and Vermont Sen. Bernie Sanders, which closed with the line: “At least Bernie remembers his positions.”

https://twitter.com/parscale/status/1247928262036258816

The attacks are an early demonstration of how Trump will utilize the full Republican politician Celebration apparatus to run a scorched-earth campaign based upon personal insults and unwarranted insinuations– a heightened variation of his playbook from 2016, when Trump and his allies, without proof, called into question Hillary Clinton’s health. They have actually become a daily occurrence from Trump’s campaign, assistants and Republican allies throughout every medium possible– on social media, in campaign e-mail blasts and videos and on Trump-aligned media companies like Fox News.

Biden’s advisers and Democratic allies mention that Trump is guilty of many of the same verbal tics he is attacking Biden over, and often lies and embraces conspiracy theories.

As one Biden ally put it: “Has Trump taken his own guidance and downed a gallon of bleach yet?”

The attacks weaponize Biden’s propensity to stumble over words, utilize the wrong word or interrupt himself in the middle of long answers by stating, “anyhow,” and altering course. To fans of a former vice president who in December 2018 called himself a “gaffe maker,” those long-time spoken tics have always belonged to Biden’s public persona. They are made more forgivable to his advocates by Biden’s openness about conquering a stutter.

Aside from periodic jousts amongst assistants on Twitter, Biden’s project has mostly neglected the Trump project’s attacks.

Biden-world’s view is that the political and media landscape has actually shifted because 2016, when every Trump attack on a rival was treated as novel and took command of the project narrative on social media and cable news.

His consultants pointed to Trump’s stopped working efforts to guide the political discussion in the 2017 Virginia governor’s race, when he and his GOP allies cautioned of the MS-13 gang, in addition to the 2018 midterms, when Trump’s message concentrated on caravans of refugees approaching the US-Mexico border.

” The misapprehension that whatever Trump wishes to speak about is inherently efficient and that he gets to act as the media’s at-large task editor has actually been closed,” a Biden consultant said.

As Biden has adapted to marketing in the age of coronavirus– knocked off the campaign path and rather transmitting occasions and interviews from a transformed rec room in his basement in Delaware– Trump’s project is seizing on every on-camera miscue, with conservative Trump allies such as Fox News host Sean Hannity then magnifying them.

” His sharpness, or absence thereof is on screen every day, every time he talks,” Trump project spokesperson Tim Murtaugh informed CNN in response to concerns about the technique. “His failure to keep a train of thought going is obvious.”

Biden frequently looks down at his notes, which Trump’s allies have actually mischaracterized as Biden dropping off to sleep. Trump’s boy Eric Trump tweeted a seven-second video from Biden’s online broadcast with Hillary Clinton on Tuesday, along with the hashtag “#SleepyJoe.”.

https://twitter.com/EricTrump/status/1255213748811374596.

Robby Mook, Hillary Clinton’s 2016 campaign supervisor, said Trump “always projects his biggest weakens on his challenger in an attempt to deflect criticism from himself.”.

” What is very clear is the White Home thinks his presidency will be evaluated on how properly he is managing coronavirus, so it makes ideal sense that he is now attempting to accuse his challenger of incompetence, which is ridiculous.”.

The attacks resemble how Trump’s campaign pursued Clinton in 2016, Mook noted. Trump and his campaign frequently cast the former secretary of state as sick or unhealthy, a technique that was further elevated after Clinton stumbled after a September 11 occasion in New York due to concealed pneumonia.

” I simply see a pattern regularly from 2016 all the way through now, which is, he attempts to predict his most significant issues onto his opponents so he gives the media a false equivalence to attempt to muddy the water,” Mook stated. “Part of the factor he was so obsessed with calling Hillary Clinton dishonest is because he is probably the most deceitful individual to win the White Home.”.

Biden advisers argue that Trump’s efforts to caricature Biden won’t overcome the same qualities that insulated him in the Democratic primary: After 5 decades in the public eye and eight years as President Barack Obama’s No. 2, voters feel like they know him.

Biden frequently expresses distaste for attacks on his rivals’ character. His aides say that by questioning Biden’s mental capability, the President is guiding the project toward concerns of character and fitness.

” This is asinine to tee up– since it’s 10,000 times even worse for him,” a Biden adviser stated.

As an example of how easily Trump could be parodied, Biden’s assistants indicated a video from The Daily Show in which Fox News hosts and analysts’ comments about Biden’s mental skill were interspersed with videos of Trump’s own verbal flubs.

Biden spokesman Andrew Bates tweeted The Daily Program’s video, which has been seen 3.6 million times on Twitter, on March 25, in action to Trump spokesperson Matt Wolking tweeting: “When is the last time Joe Biden was lucid?”.

https://twitter.com/AndrewBatesNC/status/1242886701002960896.

” Triggering voters to assess prospects’ mental states is a devastating proposal for Donald Trump, so we’re never going to prevent him from going there,” Bates said.
– CNNPolitics.

Trump’s 2020 attack strategy: Smear Biden over mental fitness By Eric Bradner, Ryan Nobles and Dan Merica, CNN President Donald Trump and his allies have zeroed-in on an attack against Joe Biden, going after the presumptive Democratic governmental nominee’s mental physical fitness in a coordinated effort using smears and innuendo to paint him as ill-quipped to be President of the United States. Trump for months has questioned the mental skill of the opponent he calls “Drowsy Joe.” Trump last week described Biden as “a sleepy person in a basement of a home,” and he has actually repeatedly recommended that Biden did not personally write declarations issued by his project criticizing Trump’s handling of the coronavirus pandemic. His project and the Republican National Committee have progressively focused its attacks on Biden’s tendency for on-camera verbal stumbles in recent weeks, as it looks for to define Biden after he emerged triumphant from the Democratic primary. One example came previously this month, when Trump’s campaign launched an ad comparing Biden and Vermont Sen. Bernie Sanders, which closed with the line: “At least Bernie remembers his positions.” https://twitter.com/parscale/status/1247928262036258816 The attacks are an early demonstration of how Trump will utilize the full Republican politician Celebration apparatus to run a scorched-earth campaign based upon personal insults and unwarranted insinuations– a heightened variation of his playbook from 2016, when Trump and his allies, without proof, called into question Hillary Clinton’s health. They have actually become a daily occurrence from Trump’s campaign, assistants and Republican allies throughout every medium possible– on social media, in campaign e-mail blasts and videos and on Trump-aligned media companies like Fox News. Biden’s advisers and Democratic allies mention that Trump is guilty of many of the same verbal tics he is attacking Biden over, and often lies and embraces conspiracy theories. As one Biden ally put it: “Has Trump taken his own guidance and downed a gallon of bleach yet?” The attacks weaponize Biden’s propensity to stumble over words, utilize the wrong word or interrupt himself in the middle of long answers by stating, “anyhow,” and altering course. To fans of a former vice president who in December 2018 called himself a “gaffe maker,” those long-time spoken tics have always belonged to Biden’s public persona. They are made more forgivable to his advocates by Biden’s openness about conquering a stutter. Aside from periodic jousts amongst assistants on Twitter, Biden’s project has mostly neglected the Trump project’s attacks. Biden-world’s view is that the political and media landscape has actually shifted because 2016, when every Trump attack on a rival was treated as novel and took command of the project narrative on social media and cable news. His consultants pointed to Trump’s stopped working efforts to guide the political discussion in the 2017 Virginia governor’s race, when he and his GOP allies cautioned of the MS-13 gang, in addition to the 2018 midterms, when Trump’s message concentrated on caravans of refugees approaching the US-Mexico border. ” The misapprehension that whatever Trump wishes to speak about is inherently efficient and that he gets to act as the media’s at-large task editor has actually been closed,” a Biden consultant said. As Biden has adapted to marketing in the age of coronavirus– knocked off the campaign path and rather transmitting occasions and interviews from a transformed rec room in his basement in Delaware– Trump’s project is seizing on every on-camera miscue, with conservative Trump allies such as Fox News host Sean Hannity then magnifying them. ” His sharpness, or absence thereof is on screen every day, every time he talks,” Trump project spokesperson Tim Murtaugh informed CNN in response to concerns about the technique. “His failure to keep a train of thought going is obvious.” Biden frequently looks down at his notes, which Trump’s allies have actually mischaracterized as Biden dropping off to sleep. Trump’s boy Eric Trump tweeted a seven-second video from Biden’s online broadcast with Hillary Clinton on Tuesday, along with the hashtag “#SleepyJoe.”. https://twitter.com/EricTrump/status/1255213748811374596. Robby Mook, Hillary Clinton’s 2016 campaign supervisor, said Trump “always projects his biggest weakens on his challenger in an attempt to deflect criticism from himself.”. ” What is very clear is the White Home thinks his presidency will be evaluated on how properly he is managing coronavirus, so it makes ideal sense that he is now attempting to accuse his challenger of incompetence, which is ridiculous.”. The attacks resemble how Trump’s campaign pursued Clinton in 2016, Mook noted. Trump and his campaign frequently cast the former secretary of state as sick or unhealthy, a technique that was further elevated after Clinton stumbled after a September 11 occasion in New York due to concealed pneumonia. ” I simply see a pattern regularly from 2016 all the way through now, which is, he attempts to predict his most significant issues onto his opponents so he gives the media a false equivalence to attempt to muddy the water,” Mook stated. “Part of the factor he was so obsessed with calling Hillary Clinton dishonest is because he is probably the most deceitful individual to win the White Home.”. Biden advisers argue that Trump’s efforts to caricature Biden won’t overcome the same qualities that insulated him in the Democratic primary: After 5 decades in the public eye and eight years as President Barack Obama’s No. 2, voters feel like they know him. Biden frequently expresses distaste for attacks on his rivals’ character. His aides say that by questioning Biden’s mental capability, the President is guiding the project toward concerns of character and fitness. ” This is asinine to tee up– since it’s 10,000 times even worse for him,” a Biden adviser stated. As an example of how easily Trump could be parodied, Biden’s assistants indicated a video from The Daily Show in which Fox News hosts and analysts’ comments about Biden’s mental skill were interspersed with videos of Trump’s own verbal flubs. Biden spokesman Andrew Bates tweeted The Daily Program’s video, which has been seen 3.6 million times on Twitter, on March 25, in action to Trump spokesperson Matt Wolking tweeting: “When is the last time Joe Biden was lucid?”. https://twitter.com/AndrewBatesNC/status/1242886701002960896. ” Triggering voters to assess prospects’ mental states is a devastating proposal for Donald Trump, so we’re never going to prevent him from going there,” Bates said. – CNNPolitics.

Authentication failed. No user with this email address found. This content was originally published here.

Posted

Leave a Reply