This post is an excerpt from our Digital Marketing Conference in Los Angeles. The conference was a rich environment for digital marketers to openly discuss tactics for building a better online presence and tracking results. All of the content from the Digital Marketing Conference is available as Digital Marketing Videos.
Here are the experts who contributed to this blog:
Here are some key takeaways from the Easy to Use Social Media Listening Tools & Tactics for Brands panel:
- Understand what inspires your audience to post on social
Tapping into your audiences’ authentic experiences with your products, and understanding how that inspires them to share that moment on social, can be used to structure your product strategy.
- Utilize your Facebook audience
Most social platforms don’t allow you to customize your messaging based on who is reading your post, except Facebook. Facebook allows you to segment your audience and create optimized messages for each segment. Implementing this strategy can give you an advantage since many brands aren’t utilizing this feature yet.
- Establish your goals
Having a clear understanding of your goals will make it easier to create a successful social media listening strategy.
What are some of the best social media listening practices that businesses are using with success?
The most authentic sentiment, messaging, and thought around your product happens on social. –Sirous Wadia
The most authentic sentiment, messaging, and thought around your product happens on social where your consumers are. They don’t have an agenda on social, they are just enjoying your product with friends and sharing their experiences. Tapping into those moments and experiences and understanding what experiences inspire people to post on social in the first place is valuable. There is no other source that is more direct when it comes to influencing your product strategy. –Sirous Wadia, GumGum
What are some great social media listening tools that businesses can use?
Look at Social Mention to see what is happening in the market. –Amisha Gandhi
We use tools such as Sprinklr to see who is saying what and to learn more about the market trends on social. I use a tool called Traackr to track the influencers in my influencer marketing program. We look at Social Mention to see what is happening in the market – from the strength of our brand to the sentiment that is out there as well as our brand vs. competitors. There is another free tool called Mention. It takes the place of Google Alerts, but it has more features. –Amisha Gandhi, SAP
One of the tools that I love is called Nuvi, which does a lot of influencer identification. It’s pretty comprehensive and has Facebook data available. A new tool that has come out is through Reddit. You go to www.reddit.com/domain/yourwebaddress and put your web address there. Then, Reddit will tell you how many articles from your website or from your blog, from that domain, have been submitted to Reddit. It’s a good way to listen and see where your information is being seeded into Reddit. –Serena Ehrlich, Business Wire
What kinds of trends do you see happening in the social media listening space?
We generally know how people come to our business and how to get them to buy. We have the general overview of that, but we have to get much more granular. In marketing, we just don’t have the tools yet and so right now we are writing one message for everybody. One tweet goes to your entire audience for example, but Facebook has messaging tools that include audience optimization tools where literally you can hit your own fan page with highly customizable messaging. No one is doing that and everyone should be using the free audience not paid advertising. It’s because of the amount of time that it takes, but that is where I see the future going. –Serena Ehrlich, Business Wire
How do you develop a social media listening plan?
It’s a matter of understanding what your specific goals are because social media listening can be an unruly mess. There are so many use cases where it can easily become this overwhelming amount of content. You have to know what you need. –Sirous Wadia, GumGum
Rising influencers are some of the best influencers to work with because their audiences are more engaged. –Serena Ehrlich
When people get super famous, they get these existing fans that just auto-retweet and they are just people who promote. They are not as engaged. If you get the rising influencers, these people are in it together. Everybody connected to them is in it. Rising influencers are some of the best influencers to work with because their audiences are more engaged. –Serena Ehrlich, Business Wire