Brand Reputation Part 3: Social Media Listening

Social media listening may sound like CIA terminology mixed with scrolling through an ex’s IG to see if they’ve moved on yet. However, that isn’t the case. 

Social media listening is a tool that brands can use to improve their business. You may be wondering, “How can I do that?” and “What exactly is social listening?” and “Thank goodness it doesn’t involve stalking an ex!
Luckily, we’ve got the info you need to learn all about social media listening, how to use it to your brand’s advantage, and the best practices.

The benefits of social media listening

Since social media listening gives you the big picture into your brand, your competitors, and trends in your industry, you can keep your fingers directly on the pulse of the market. If your social listening tools tell you that one of your competitors is facing a backlash because of a particular feature (or lack thereof) you can seize the opportunity to launch a new product initiative.

Staying on top of industry trends, alongside social media conversations, signals to your customers and potential customers that your brand is attentive and engaged with the same world they inhabit. This social media effort not only fosters a sense of connection but also creates positive feelings toward your brand—feelings they’ll remember when it’s time to make a purchase.

Take Wendy’s, for example. Wendy’s social media manager excels at social media listening and uses their X account to post sassy and fun responses to their competitors and customers. In the post below, Wendy’s claps back to McDonald’s post about National French Fry Day:

— Wendy’s (@Wendys) July 12, 2024

Wendy’s social media approach works because it shows people that the brand has personality. The wit displayed by Wendy’s social media manager resonates with their target audience. This kind of engagement puts Wendy’s in a whole new category. People who don’t typically follow brands on social media might start following Wendy’s for entertainment. Once they do, if Wendy’s posts about a deal that day, they’re far more inclined to pick the brand they’ve fostered an affection for than a brand who has put less effort into developing a social media presence. So, don’t overlook the power of social media listening to improve your brand’s reputation and drive growth!

Best practices for effective social media listening

Trend hunt

Search for social media trends that can benefit your brand by monitoring mentions of your brand and keywords that are frequently discussed. Analyze popular hashtags and keywords related to your industry, brand, and competitors. This information can help you identify what is capturing people’s attention. Additionally, compare historical data and track changes in sentiment toward specific topics to stay ahead of emerging trends or issues.

Set goals

Setting clear and concise goals involves a few key steps: define specific objectives, make sure the goals are measurable, set a deadline for achieving them, regularly review and adjust as needed, and ensure that the goals align with your overall business objectives. You can do this with SMART goals.

ENGAGE ENGAGE ENGAGE

I know it’s easier said than done, but don’t just monitor the conversation—join in! Get involved by responding to feedback—both the cheers and those cringe comments that you might need to talk to your therapist about. Check the DMs, reply to comments, tackle complaints head-on, build connections with influencers, and show appreciation with a sweet giveaway to spread those good vibes.

Firefox’s social media manager does a great job of responding to both positive and negative feedback from customers:

Reporting for duty

Keeping track of insights consistently will help guide your decision-making and make the process less overwhelming. It’s like waiting until you’re hangry and then trying to buy out the whole grocery store instead of just having lunch. To avoid being social media hangry, start by identifying key trends and tracking your metrics.

Some specific metrics you might want to track include:

Looking into social listening platforms

Looking into investing in a social listening platform is very much like finding the perfect pair of pants. It just feels right, and there are clear signs you’ve found the one—whether it’s the fit, the comfort, or the way it makes you feel ready to take on the world. The signs that you’re ready to invest in a platform are a bit different, but you get the reference. These signs include scaling needs, the desire for accurate insights, and improved efficiency.

When it’s time to invest in a social media listening platform, key factors to consider include ensuring the platform is user-friendly, researching reviews and the company’s reputation, evaluating the cost, and, of course, assessing the features and capabilities the software offers.

Some popular social media listening tools include:

Key takeaway: Social media listening is essential for keeping up with the conversation about your brand online. 

Social media listening isn’t officially CIA work, but it’s kind of like it. You’re essentially eavesdropping on what others are saying and gathering intel to stay ahead of the curve. With the information you decode, you can plan your brand’s next move effectively.

In the realm of social media, staying in the loop is your secret weapon. By keeping your finger on the pulse of digital conversations, you can uncover valuable insights and use that information to expand your brand’s awareness. You can even rock your mom’s Bluetooth earpiece to feel extra cool while you’re at it.

Take action now:

Stay tuned for our next article, where GRIN might dive into about how to become a CIA secret agent! Until then, happy listening.

Check out the first two blogs in our Brand Reputation Series:

Frequently Asked Questions

This article originally appeared on Grin.co and is available here for further discovery.