With most brands having social properties in place and social marketing tools for managing those properties in action (you DO have that, right?), it’s probably time to start having more discussions about social listening.
Below are some things you could say either in meetings or in the halls to get the neurons firing in your org about turning social listening insights into actionable items that directly address business objectives.
1. What are our customers and prospects saying about us on social channels, blogs, forums, etc.? Do we know?
2. Just for kicks, let’s outline all the right, optimized queries or search strings we’d put into a listening tool so that only what we really need and care about surfaces. Let’s go Boolean crazy.
3. You know, if we knew what people are saying about our competition, we could zero in on their bigger weaknesses and deliver a value prop to make their customers switch.
4. Do you guys think we’d get better data from people by listening to their honest conversations on social than we get from focus groups or our own surveys?
5. Okay, given how many conversations are constantly going on, who are the social listening vendors that can handle that big data and integrate it with things like our CRM system?
6. It sure would be cool if our customers had more input and could guide us toward improving our products and developing new ones. They’re the buyers so that makes sense, right?
7. I wonder how many of our customers don’t even reach out directly to us when they’re unhappy. They’re out there stewing about us and telling their friends, and we don’t even know we made them mad.
8. If we ever do something stupid, I’d sure like to know it sooner rather than later.
9. I know we’re listening on social, but we are a global organization, so does our tool listen in multiple languages?
10. Do you ever get the feeling that a lot of our customer research is old news by the time we get the results back? We’ve got to learn what’s going on and react faster.
11. Social listening is fine, but I’d only call the data social intelligence if it’s specific enough we can use it to take actions, make decisions or change our strategy.
12. Has anybody around here studied sentiment analysis? Can we really track if we’re winning or losing customer hearts & minds with that?
13. If we could pleasantly shock our customers by knowing what they have, what they need, when they need it & what problem they might be having…no one could touch us. We’d be swimming in ROI.
The strength and promise of social lies in communication that flows in all directions. Trying to talk to someone through the wide end of a megaphone rarely works out. Don’t be the brand holding the megaphone. Start having serious discussions about social listening.
Photo: Sundeip Arora, stock.xchng