why need social media

Why Your Brand Needs Social Listening #socialmedia

Listening isn’t a new concept.

In the 1850s, for example, playwrights, actors and artists in London would frequent a press-clipping agency to see what was being said about them in the news — in essence, “listening” for mentions of themselves.

Fast forward to today and the same remains true about human nature. People want to know what’s being said about them, and the opportunities for brands to leverage these conversations are limitless. Across the social web, you’ll find conversations regarding employment branding, human resources, marketing, customer service, public relations, consumer insights and pretty much everything in between.

One of our clients recently discovered there were more than 110,000 social conversations happening around their brand on a monthly basis. Without listening, they would’ve only been able to analyze the mentions happening on their owned channels, and in the process, possibly missing out on 100,000 learning opportunities.

People want to know what’s being said about them, and the opportunities for brands to leverage these conversations are limitless.

Why Brands Need Social Listening

Social listening provides companies the ability to see what’s being said about the brand as a whole, understand what’s going on with sub brands, identify crisis moments and so on. It’s looking beyond what the brand is actively posting on social — beyond even what their social communities are saying. It’s seeing the big picture.

Taking Social Listening One Step Further

Best of all: with social listening integrated into an existing CRM system, our client also has the ability to respond in real time. If there’s an issue bubbling up, they can alert and mobilize the right teams. This is crucial for brand management because while listening isn’t new, there are new consumer expectations.

It’s looking beyond what the brand is actively posting on social — beyond even what their social communities are saying. It’s seeing the big picture.

Today’s socially empowered consumers don’t want you to only listen to their problems, they want you to act. So, people are really upset that the product you just launched spontaneously combusts. What are you going to do about it?

A fully integrated listening platform allows you to answer that “So what?”

By having an integrated approach to listening, you can make a difference in that moment. You can take steps to ameliorate the situation, rather than just being a helpless observer.

Integration creates actionability, which is the difference between acting now and saying “wow, look at how bad things were three months ago.”

 

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Image credit: arcady31 / 123RF Stock Photo

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Jeremy Epstein is VP/Marketing at Sprinklr, a cloud-based software that provides Social Relationship Infrastructure to over 300 of the world’s largest, most social brands like Intel, Microsoft, Hearst Digital, and Virgin America. Prior to joining Sprinklr in February 2012, Jeremy was the Founder/CEO of Never Stop Marketing, an international consulting firm which served F50 clients such as Johnson & Johnson and Microsoft. The author of four books, Jeremy served as the lead instructor for Microsoft’s global Digital and Social Marketing training programs. He has spoken in 17 different countries and worked in Frankfurt and Tokyo. Jeremy has a B.A. in History and a double minor in Economics & German from Johns Hopkins University and studied International Relations and Marketing in Germany and Japan.

  • Claire

    This is a great post, absolutely agree!
    I would really like for brands to start listening to consumers like me, who genuinely want to contribute and help brands create better products and services, which will ultimately improve their brand image with consumers. Because if consumers know they are being taken seriously and that they can influence better products because the company is actively listening to them, that will boost their brand image greatly…
    I saw that there is a Social Media platform “Echo it” being put together now that design ed a Social Media system for this, with focus on brands listening to consumers. idk if you saw it already? IMO, I cant wait for a place where I know brands will actually listen to what i have to say, and I believe social media is the logical solution for that. Surveys are so outdated and annoying, idk when’s the last time I actually wanted to participate in something as forced as that, I feel like I am a student again, filling out a mulitiple choice quiz, ridiculous..
    I will definitely share this post!

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