Social media is about more than just musing on the day’s events or staying in touch with friends and family. Social media is also about marketing. Facebook, Twitter, and other social media platforms open portals for effectively engaging with audiences who could turn out to be consumers.
Business-minded people are known for their ability to think things through. Yet, many entrepreneurs simply create a presence on social media that never really maximizes its potential. Posting material online creates a number of interactive advertisements. Presence does not automatically equate with impact. People looking over the content on a social media page might not really be motivated to react. A disconnect between promotional material and consumer won’t set the stage for success. Social listening, however, just might.
Social listening refers to reading what people are writing and posting on a social media page. The insights delivered by what people reveal in posts are worth a lot. Those running social media sites become far too focused on their own work they never review the responses being given. Even if they do review what others are saying, they do not fully intake the commentary. Such an oversight would be a disastrous result for any business.
Businesses will invest quite a bit of money into producing generic surveys and questionnaires. The value of these market research tools is well-established. Even though social media commentary provides much more insight into the consumer’s mind, the commentary is not always thoroughly reviewed.
When customers are speaking, listen. They have much to tell.