Written by Jessika Phillips

August 31, 2016 at 8:33 am

What is My Agency Supposed to Do with Social Listening?

Have you ever wished you could be a fly on the wall when people are discussing you or your brand? Well, what if I told you there is a way to listen in without turning into an insect?

Your agency can use social listening (defined as the “process of monitoring digital conversations”) to understand what customers are saying about your brand and industry online.

The first step is to find out who is talking about you online.

Create a stream for influencers

People who are engaging in conversation about your business aren’t just talking; they’re actively influencing others. What they say and share contributes to what people think about your company.

Using social media, you can create an avenue for those who influence others positively. Find those who talk about you and engage with them. Collect feedback and share with them new products and services. They’ll help you spread conversations.

Curate content

You can learn about the keywords people are mentioning online and find the relevant content you want to share. By using keywords and following conversations, you can find, curate, and connect with content relevant to your industry a lot faster.

facebook ads monitoring

Keep your finger on the pulse

Keeping up with everything that’s happening around us all the time can be difficult. Social listening makes this much easier. You’ll be able to focus on what’s being published on the topic you need to keep up on. When done well over time, social listening will help you get set up as an expert in your industry.

I’ll give you an example. One of our clients wanted to stay on top of all recent closings in the commercial real estate sector within their area. We started following all hashtags around the #CMB (Commercial Mortgage Broker) arena, along with some others within their demographic. Now, this client now has a weekly meeting report of all trends happening within their space to share with team members.

teams and agencies

Watch  your competitors

Who doesn’t want to know what the competition is up to? With social listening, you can do just that. Find out where they’re getting their information from, check out what their audience is saying, and keep up with what’s happening in-house.

Launch a new product and build a list of potential beta testers

Do you have a big idea that you think there is a potential market for? With social listening, you can find out what people are saying about products or services already online. Learn about issues and concerns people have so you’ll be one step ahead of the competition. You can even find people who can beta test your product for you, allowing you to work out kinks and gather valuable feedback.

Find out where your audience really hangs out

If you’re going to be incorporating social media into your marketing plan, you’ll need to know where your audience spends the majority of their time. This is where you will be spending your time and energy as well. Using social listening, you can learn which networks are right for you so that you can see the most success.

Make valuable connections  during and after live events

After our agency’s yearly Social Media Week Lima Conference, we use social listening to keep up with what attendees thought about the experience. Using social media, we can ask for feedback, catch up with conversations they are having, and continue to share new information, which allows us to know what content our audience wants. This also allows us to maintain a conversation with them over the year until the conference is back!

monitoring twitter

The Agorapulse social listening dashboard allows easy monitoring of tweets and posts from live events.

Social listening is the art of being engaged in the conversation with your audience. Listening is the difference between having a conversation and a monologue.

Check out the built-in tools that are offered by social media platforms like Agorapulse to help you activate your social media conversations.

Jessika Phillips

"Young Influencer of the Year" by the Young Professionals. Jessika is on a mission to return relationships to the forefront of business marketing. As a social media strategist, Jessika founded NOW Marketing Group in 2010 and built the company by offering free social media training workshops online and within her community. She is known for her outspoken dedication to Relationship Marketing. Jessika’s quote “Relationships will always be more powerful than marketing,” is often used to explain why it’s important to build a “know, like and trust,” base to connect with Buyer Personas. Starting with a laptop and a vision, Jessika has grown her agency to become a Gold Hubspot partner who has worked with over 100 clients internationally. As a relationship marketing evangelist, she founded The Relationship Marketing System, an online membership site that provides videos articles and worksheets to help businesses learn the art of growing repeat referral business. Jessika teaches comprehensive Relationship Marketing and hosts weekly show #MagnetMarketers and Relationships ROI which focuses on becoming a magnet vs. a bullhorn while growing relationships and ROI in business.

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