How a social listening strategy drives growth

Social listening tools are critical. It can be impossible to stay on top of what’s being said about your brand and business without for social listening.

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Did you know in 2019, almost 1 in 2 of the world’s population uses social media, spending an average of 2.5 hours a day ? Your customers are amongst them. Social media channels are the most populous hang-out place. Lots of conversations are happening in them. They include conversations prospects and customers have about your brand or business as well as competitors.

At ignyt, we are advocates of listening to the voice of the customer. With social media channels becoming a part of people’s everyday lives they’ve become a huge reservoir of people’s attitudes and perceptions of a brand as well as their experience with it. Our team of social medial marketing specialists has been helping clients to draw from this rich reservoir to addressing customer complaints, improve customer service and product quality or initiate innovation projects.

What is social listening ?

In social listening, you are moving beyond tracking the number of times your brand or product is mentioned or #tagged. Social tracks and monitors people’s emotional sentiments of your brand and business as well as competitors.

Although measuring brand awareness and market share is important, of equal importance is the thoughts and feelings of customers. Our team of social listening use tools as well as possess the experience to analyse the significance of a word or punctuation mark. A good analysis of insights from social listening will dictate the swiftness and appropriateness of your response.

Why social listening works

1. Endear customers closer to your brand

Over 4 in 5 people like a brand that responds to their questions and almost 7 in 10 like when brands participate in their conversations. Using social listening, we help brands to get closer to their target audience. Nurturing a stronger consumer-brand relationship is an outcome we help clients achieve through social listening.

2. Mitigate or avert a crisis

From time to time there will be a crisis or two to manage. Thanks to social listening, we help clients to mitigate it before it snowballs into a disaster. Monitoring the sentiments of discussions around their brand is a good indicator of dissatisfaction or unhappiness.

Why social listening works

3. Discover opportunities
or problems to solve

We’ve used insights generated from social listening to facilitate idea generation activities for clients too. People are never short of ideas or suggestions. We help clients analyse them to brainstorm or formulate new products or services.

4. Keep an eye on the competition

Your competitors are talked about as well on social media. It’s a perfect platform for you to understand customers’ and prospects’ perceptions of your competitors. In addition, it is possible to learn of the latter’s new initiatives – product or ads – through social listening. People love to share their experiences. And nothing beats hearing it from the horses’ mouth!

Ignyt’s social listening tips

Know where the conversations are happening

We start by identifying where your consumers ‘hang out’. We need to be are where the conversations are happening. In addition, the conversations may be different in style and tonality from one platform to the other.

It’s an organisation-wide effort

We encourage clients to adopt an organisation-wide stance when implementing social listening. This will ensure prompt and appropriate actions can be taken quickly. We encourage adoption and ownership across different internal stakeholders.

Action

Our team of social listening experts will provide insights and guidance to act on insights generated by social listening. This is the main difference between social listening and social media monitoring. We ensure clients act on the learnings and insights.

Social listening tools

While there a number of social listening tools in the market, we’ve identified three you can consider.

1. Hootsuite

The platform comes with a dashboard that makes it easy for you to interact with customers and prospects. On it, you can view messages, mentions and comments made about your brand across all social media channels. It makes social listening efficient and allows you to respond to all from the dashboard. With 3 plans for you to choose from, you’re likely to find one that meets your needs.

2. Hubspot

It is the leading player in social and digital media marketing and probably one of the most comprehensive too. Apart from social listening, you can conceptualise and execute marketing campaigns. As such, responding to customers with relevant marketing activities becomes a seamless exercise. It’s a one-stop-shop for all things social and digital media marketing.

3. Sprout Social

From an analytics perspective, it’s probably the better alternative. It provides in-depth data analytics to help you formulate strategies and actions in response to customers’ voice. From uncovering trends to problems, you’ll be in a strong position to increase engagement with customers and prospects to improve the relationship.

At Ignyt, we are passionate about building customer and data-centric marketing strategies. Our social listening service provides organisations to act on customers inputs in a timely fashion. Connect here to learn about our social listening service.

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