Your Guide to Understanding Social Listening

Have you ever asked yourself, “who is my audience, and what do they want from my company?” If so, you’ve come to the right place.

When marketing your product or service, you shouldn’t blindly guess what customers want to see. Instead, you should gather as much information as possible and give them exactly what they’re looking for. And that’s where social listening comes in.

Keep reading to learn everything you need to know about it in this guide.

What Is Social Listening?

Social listening involves tracking social media sites for discussions or trends surrounding your brand and industry.

This is different from social monitoring, which tracks relevant data about your company. This includes mentions of your company, mentions of your competitors, hashtags, and relevant keywords.

To put it simply, monitoring tells you the facts or the “what” whereas listening tells you the overall mood or the “why.”

Why Use Social Listening?

Social listening gives you insight into public brand perception, campaign success, competitor strategies, and industry trends.

Learning about your brand perception will help you understand your overall brand reputation. Moreover, it shows what people specifically like and dislike about your brand.

Analyzing a marketing campaign shows you the overall mood toward the campaign. Furthermore, it demonstrates which demographics engaged with the campaign and the impressions of each campaign post.

Gaining insights about competitors will show you their strengths and their weaknesses. Using this information, you can evaluate your own company to see how you compare.

Listening to the industry trends will show you social issues to address (if they’re relevant to you), problems within the industry you could solve, and FAQs about the industry that you can answer.

How to Use Social Listening to Your Advantage

Social listening is only beneficial if you take the information and make informed marketing decisions with it. To do this, you should modify marketing campaigns, engage with customers, handle problems, pursue new leads, track competitors, and connect with influencers.

A good model of this is Wendy’s, which has gained lots of attention in the past few years for its Twitter marketing strategy. After listening to their audience, they started using Twitter to create a clear brand image, speak with customers, and outshine their competitors.

For example, when asked, “How much does a Big Mac cost?” Wendy’s Twitter account replied, “Your dignity.” This is not only a clever marketing strategy, but it also makes people think of their products as superior to McDonald’s products.

Now You Understand Social Listening

The benefits of social listening are truly endless. You’ll not only be able to make informed marketing decisions but you’ll also be in the know about your brand. And once you start listening, you’ll connect with your audience in a way you didn’t know was possible.

Subscribe to our blog or contact us to begin working on your social media marketing strategy today.

The Top 3 Paid Social Trends of 2021

This past year has been like nothing we’ve seen before, as some businesses have been forced to close their doors, others have grown drastically in the wake of a massive shift in consumer behaviour.

As old trends fade, new trends are beginning to appear, one of the more significant ones being observed – paid social media marketing. With over 70% of Americans using social media, digital marketers are beginning to realize the value social media can bring to their companies.

Staying ahead of the paid social trends for 2021 can reap significant benefits for your company. Keep reading this guide to learn more.

Branching Out From Facebook

Facebook has been on top of the social media hierarchy for some time now, but 2021 may be the year things begin to change. Facebook brought in nearly 70 billion in revenue from ads in 2019, mainly from corporations like Coca-Cola and Starbucks.

However, Facebook recently got into some hot water with advertisers over its failure to stop the spread of certain content on their website. Companies including Ford, HP, and Adidas were some of the big-names to join the movement. With the rise of apps like Tik Tok, Snapchat, and Twitter becoming more popular, advertisers are looking to diversify their investments and reach a different audience.

Paying for Video

Video marketing has been advancing the past few years and is really taking off in 2020. With the wealth of information users can obtain from watching a short video, why would they want to read through a manual.

According to recent research, 96 percent of people have watched how-to videos explaining a product or service. On top of that, close to 66 percent of people noted they preferred watching videos rather than other forms of content. Videos should be an important part of your digital marketing strategy.

There is a clear trend among younger generations preferring watching videos that can be seen with the explosive growth the mobile app Tik Tok has experienced. Even though the company was facing being banned in the U.S. just a few months ago, the app has managed to generate nearly 54 million weekly average users, 75% growth since last year.

Personalized Ads

Advertisements have been getting more personalized for years, but it seems 2021 is going to shape up to be the most personal yet as social media’s algorithms are becoming increasingly more complex. Social media targeting isn’t necessarily a new thing, but brands are seeing the benefits it can bring since it has become more advanced.

Facebook is at the helm of utilizing personalized ads, using various data categories like:

  • Demographics
  • Interests
  • And behaviours

Then, they breaking those categories down into subcategories to get as specific as possible, like what car you drive, if you are a homeowner, and what type of technology you prefer.

Get Ahead of the Paid Social Trends for 2021

Understanding what the top paid social trends are for 2021 can help give you a better understanding of where to allocate your digital marketing budget. Using a mix of both paid and organic social media marketing tactics can help significantly increase the growth of your followers. It’s important to track which methods are working best for you and adjusting your strategy accordingly.

If you are looking to get ahead of the top paid social trends for 2021, contact us today, and we can help build a digital marketing strategy that works for you.