With everyone talking about social media marketing and measurement, it might get redundant to talk about the importance of social media listening. But the fact is, no matter how much stress we give to social media listening, it is still the least used strategy by brands. The main problem is that brands want immediate impact on their social media marketing; hence they start by pushing their communication on social media.
Then they usually measure its impact; if there is none then they opt for paid promotion. At the end of the month, a report is generated where the metrics like no of posts being made, no of engagement and spent on social ads are kept. This report is really just a report void with insights, the decision that a marketer makes out of this report is “lets spend more on the promotion of content, lets acquire more fan base, lets try to change the topic of content, new campaign, hashtag ideas” etc.
Thus the main potential of social media, which is ability to gain insights into customer’s behavior and sentiment, is not leveraged to its full potential. Over years, experts in the social media field have voiced their say on the importance of social media listening.
Gary Vaynerchuk is a New York Times and Wall Street Journal Best-Selling author, self-taught wine expert, and innovative entrepreneur. http://garyvaynerchuk.com/
“I think what social allows you to do is listen more than talk. Everybody wants to Tweet, Facebook status. I’m much more interested in listening, and trying to bring them value, and then talking.”
Chris Brogan is an American author, journalist, marketing consultant, and speaker about social media marketing.
“Start by listening. Use social media listening tools, and start seeing what people are saying.”
J-P De Clerck is a customer-centric digital marketing and integrated business analyst. He is, among others, managing partner of i-SCOOP and founder of Content Marketing Experience and the Content Marketing Conference Europe.
“Start by looking at your customers in the broadest sense, your business goals and where you stand today. Monitor and listen from a customer-centric and cross-channel perspective. However, that’s not enough. You also need to act, involve, measure etc.”
Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.
“If a conversation takes place online, and you’re not there, it never happened. With “being there” he doesn’t literally mean “participating”, but he does mean listening, measuring, etc.”
Jay Baer is a hype-free social media and content strategist & speaker, and author ofYoutility: Why Smart Marketing is About Help not Hype. Jay is the founder ofhttp://www.convinceandconvert.com and host of the Social Pros podcast.
“If you need to know what’s being said about your company, your competitors, and your category in social media. What words are used in association with your brand? Where is this chatter occurring?” You need Social Listening Software (AKA Social Media listening Software).”
Amber Naslund : Social collaboration consulting@SideraWorks. Author. Musician. Pittie rescue mama. CrossFitter. Word Nerd.
“I see listening as the foundation for SM. It informs everything, from strategy to tactics. Biz intel at its best.”
David Meerman Scott is an American online marketing strategist, and author of several books on marketing, most notably The New Rules of Marketing and PR with over 250,000 copies in print in more than 25 languages.
“The first priority in your social media marketing strategy is to listen to bloggers, analysts, journalists, and others who talk frequently about you and your business.”