Listening on social media can be a simple task, but only if you are doing it right. To listen accurately, you need to be aware of the following:
- Who to target
- What to say
- How to allocate resources
- What impact to expect
If you cannot successfully answer the above concepts, listening to the various social media platforms will be wasted on the fact that you could be listening to the wrong people and have nothing or no one to listen to.
Once you have identified what is relevant to your brand in regard to social media, you are ready to listen. If you have invested in software that listens to your platforms for you, that is a step in the right direction. However, you should not solely rely on the software. There are many things that a program cannot pick up on social media, for example it might pick up only on a negative word when the sentiment of the post is actually positive. There should always be a person or a team dedicated to listening to the various social platforms. Listening involves interacting with the audience. Don’t place someone on the listening team who does not have an understanding of the brand, or at the very least have him or her train with an elder who does have an understanding of the brand.
Listening on social media, done accurately, should be an easy and enlightening daily task. Brands need to know what is being said about them socially, seeing as many generations are beginning to receive their news almost exclusively from social media.
- Know your brand
- Know your audience
- Know how to speak with and respond to your audience