Social media has become a primary medium of communication and expression for customers. The popularity of social media can be seen in how consumers are turning to brands’ social channels for customer service.
Social listening presents tremendous potential for brands to understand what their customers are talking about them in the digital world. It is a lens through which brands can find out the outside-in and inside-out view of their business.
Leveraging tools to setup an ideal social listening strategy, brands can optimize their marketing strategy, communication, customer service and uplift the overall customer experience.
Benefits of social listening
A successful social listening strategy not only gives you valuable feedback, but it also educates your brand on how to make a better connection with customers. One of the biggest benefits brands see from social listening is improved customer experience. Social listening can help brands’ identify trending concerns and negative perceptions of the brand, which can then be addressed upon. Through social listening, businesses get insight into what people are saying about the brand, its competitors and industry trends—all valuable information that can inform future strategies for connecting with customers.
Having seen the benefits social listening can drive for brands, here are seven ways businesses can adopt social listening to improve customer experience.
Seven ways to use social listening for customer services
Create a strategic plan
Mastering social listening can be a challenge, considering the millions of conversations occurring on social platforms. So one needs to develop a strategic plan to make it a little easier.
Start by delving deeper into the brand’s buyer persona. Identify the preferred platforms, topics, and influencers the target audience is engaging with. Extend the research into the competitors social media landscape and explore their data around the target audience. Combine the present data with past and industry insights to establish a strategic plan.
Decide keywords to track
Before diving into social listening, decide on the keywords to track and how will the brands’ use the data to improve the business. Here are some pointers one should always consider tracking:
The specific brand mentions: What is the audience saying about it?
Industry-specific buzzwords: What are people saying generally about the area of business?
Competitor brands: What do people say about them? What do they say about the company in comparison?
User complaints and feedback: Are they positive or negative? How can one address the negatives and amplify the positive ones?
Hashtags, competitor hashtags, and other industry-related hashtags: What themes emerge from these conversations, and how can an organization engage with them more proactively?
Tracking the keywords helps brands’ respond actively when relevant information arises.
Choose the right content distribution channel
Deciding on the right social media channel for listening to consumers will enable a business to identify discussions and comments surrounding its brand, competitors, and industry efficiently.
The media and entertainment industry, for example, should focus more on Instagram and YouTube. On the other hand, if a B2B company is looking for more professional and corporate clients, LinkedIn should be the best bet.
Turn on notifications
Being actively responsive, is the key to providing customer satisfaction on social media. With 79% customers expecting a response within 24 hours, brands’ need to be notified on these conversations at the earliest.
Brands can achieve this objective by setting up notifications and alerts across social media channels so that they never miss a relevant conversation.
Select social listening tools
Advent of social media monitoring tools have overcome the limitations associated with turning on notifications and alerts. Social listening tools go beyond social media and unearth conversations happening on blogs, forums, review websites and much more across the digital channels.
With the advancements in algorithms, social listening tools have become equipped to handle customer queries and feedback by sharing auto-response. This not helps in saving time for brands but also increases the customer satisfaction by addressing them faster.
Armed with social listening tools, brands can directly measure customer satisfaction scores, sentiments, identify influencers, topics, customer pain points, trends and the mentions garnered over time. Selecting an ideal tool depends on the industry, platforms, objective, and budget of the brand.
Setup dedicated social media handles for customer service
With customers expecting brands to resolve their social media queries, having a dedicated account that handles customer responses makes more sense.
The primary benefit of having a customer service handle on social media is that it will improve brand awareness and show that the brand cares about its customers. For instance, Apple has several handles on popular social platforms to cater to all their customers’ needs.
Monitor and report progress
Like every other business initiative, it is imperative for brands to measure the impact of social listening. Though the metrics would vary from the type of business, to industry, to the objective; monitoring and reporting the progress is vital.
Here are some key performance indicators that will give a solid idea of whether the brand is utilizing its social listening to the fullest extent:
By tracking brand mentions one can measure the impact of social media efforts
Evaluate the brand’s sentiment by measuring the positive and negative comments about the brand, products, or services
The number of inquiries that came through social media and were successfully addressed
The response rate to user complaints and issues
What percentage of issues were resolved within the first interaction
The percentage of total complaints escalated to the higher level
Measure how social listening is helping with customer retention by looking at the number of repeat customers who use social media to engage with the brand
The world has come a long way when a brand could ride on its name and churn out products left and right without the involvement of a consumer’s voice. Social listening helps brands’ understand the consumers’ voice, mindshare and help a business improve its marketing, customer service, and reputation management efforts.
Ultimately, social listening allows brands to become the epicenter of the customer journey truly and grow a loyal customer base by identifying trends, gaining insights and creating new campaigns before they start trending on their own.
DGsaga is a strategic digital consulting agency that expertise in amplifying your story on digital channels. We build your brand by narrating stories that deepen relationships with your consumer across digital channels.
We facilitate interactions between consumers and brands by delivering brand messages across digital channels. Our service offerings combine consumer needs and industry insights to create unique strategies that increase your ROAS.
A perfectly crafted story empowers your brand to stand apart from the rest. At DGsaga, we expertise in creating digital experiences. DGsaga is a strategic digital consulting agency that expertises in amplifying your story on digital channels.