Marketing Mixed Tape: Social Listening to the Beat of the Consumer Drum

In today’s uber digital and social media-driven world, online engagement is a never-ending story. You’ve probably heard the age-old notion: we have two ears and one mouth so use them in that proportion-and this virtue rings true when it comes to implementing social listening within your marketing mix. Monitoring social media for content related to your brand must be ongoing, and requires consistent awareness, analysis, and responsiveness to consumer commentary. Consumer posting and sharing related to a brand or product is highly influential of marketing success-so let’s not play this one by ear.

Be Aware of the Buzz

With the constant advertising and real-time marketing tactics directed at consumers from so many angles, it can be easy for your brand’s message to be drowned out by all the noise. Amplifying marketing and branded communications has never been as easy as it is today with all of the web and social channels available at every marketers’ fingertips-but what matters most is whether your intended message is heard.

Being aware of the buzz your brand is creating allows you to readily adapt to feedback cues and ensure you’re consistently meeting the needs and desires of your audiences, and responding to consumer input, requests, and feedback. Social listening provides valuable consumer insight for these deliverables, and for optimizing the perceived value and brand loyalty by your audience.

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Social Listening Set List

The Times They are a Changing by Bob Dylan: In this digital age, social media has changed the way people interact. Harnessing these social listening opportunities can bring your business new ways to engage, collaborate, and streamline operations-don’t tune this one out.

Come Together by The Beatles: In importance of aligning business and marketing operations, social listening has become a key player for keeping them in-sync with social media strategies and social engagement.

Society by Eddie Vedder: Our culture is constantly plugged-in to numerous online and social technologies, and monitoring the chatter on these channels about your business is an important strategy to keep your brand messaging in sync. Web and social channels serve as the Segway to your target audience, providing a plethora of interactive and engaging marketing opportunities. Embrace what social media has to offer by listening, monitoring, assessing, responding, delivering, applying, and adapting according to what’s in earshot.

Satellite by Dave Matthews: Monitoring the social space brings valuable insight about your business. Implement a strategy or use a listening platform to hover above the social world and gather intel.

All Along the Watchtower by The Jimi Hendrix Experience: Setting up social media listening posts is a strategy that can engage and encourage audience participation with your brand. Ask questions, take polls, design tactics that prompt responses and feedback from consumers.

Rumors by Fleetwood Mac: Understanding and gaining insight to consumer perceptions of your brand is vital to successful marketing. You need to know what people are saying and sharing about your business and brand, and social media has become a primary source. Social listening provides insight to the opinions, preferences, and purchasing of your target audiences, which serves as a valuable tool to adjust your marketing approaches and shift consumer opinions of your brand. If you’re not aware of negative reviews or unsatisfied consumers, you can’t correct or fix the issue. And similarly, positive feedback and social broadcasting about your brand by the public should not only be evidence for what you’re doing right, but you should also connect with your public proponents and leverage this first-hand success.

The Chain by Fleetwood Mac: Social broadcasting by consumers about businesses, brands, and products is a powerful influencer of peers. Social media is a major asset to starting trends and creating action-oriented results for your brand. Anticipating and picking up on this ripple effect provides the opportunity to further strengthen and maintain connections with your audiences-adding links to the customer chain.

My Generation by The Who: When it comes to social media, it can be tricky to listen and understand, and tactfully target different generations along the tech-savvy spectrum. This consideration as well as demographics of your various audiences shape their opinions, perceptions, and behaviors related to your brand. And because these characteristics are a primary indicator of how certain audiences will receive and react to your messaging-it is imperative to target these groups accordingly so that you’re catering to their needs, likes/dislikes, social media preferences, and who they’re talk and listen to.

Sweet Emotion by Aerosmith: Whether consumers are interacting with your business online or in-store, your customers expect certain standards of service–they want to feel they are a priority and that they matter. Listening to the thoughts that consumers share on social media about your brand, your industry, competitors, and products provides the opportunity for you to then engage with them and respond to feedback cues. Appealing to concerns, questions, feelings, and preferences of current and prospective buyers builds trust and brand loyalty.

99 Problems by Jay Z: Recognize the problems or needs of your target audience and promote solutions on social channels.

Clocks by Coldplay: Time is of the essence when it comes to social platforms that rely on real-time. Thus, the timing of the branded messaging you relay in your social media marketing is a major determinant of what brings your audience back time after time. Research shows that posting and promoting on social media is more effective at certain hours-namely, morning messages attract high readership. Additionally, staying relevant means keeping up with news and trends, and sharing in a timely fashion.

Comfortably Numb by Pink Floyd: Among the data and analytics social listening can provide your business, it is helpful in identifying areas you’re messaging is not reaching, including neutral audiences that may not be aware of what you have to offer. This intel is important for expanding audiences, and tapping into potential opportunities for growth.

Push It by Salt N Pepa: Push your messaging on multimedia platforms and across social channels seamlessly.

Good Vibrations by Marky Mark: Encourage two-way conversation so your brand and your target audiences are on the same wavelength. Positively position your brand by gaining social insight about the industry trends, competitors, and new products that are gaining traction. Search for popular keywords, hashtags, and other trending topics to enhance SEO and maintain relevance for positive social media vibes.

Under the Influence by Eminem: Identify individuals or organizations generating social media popularity and online authority to see how they are leading trends. Influencers like these are valuable connections to make because they can generate traffic for your brand. Building relationships with influencers provides the opportunity for these industry and online leaders to share and promote your business on social platforms. And don’t underestimate the power of consumer broadcasting on social media-this public audience is your most persuasive.

Diamonds by Rihanna: Shine Bright like a Diamond: The 4Cs of Content Marketing. Enough said.

Quin Woodward-Pu

VP-Marketing Audienti. Former Director of PR Brightline Interactive. Former Editor Vocus. Social media guru.

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