- Posted by Mihir
- On June 25, 2015
- 0 Comments
- digital media listening, social media, social media listening, social media monitoring, social wavelength
This episode will throw light on Social Media Listening/Monitoring.
Today’s Podcast will throw light on Social Media Listening/Monitoring.
- Social Media as a platform has given an opportunity for people to express themselves. This has led to millions of conversations online on a daily basis in India.
- A lot of these conversations are directly related to a brand, product or category. Even if these conversations are not directly related to them, they are being done by consumers who are definitely relevant to that brand or category.
- Social Media Listening covers looking into these conversations and deriving some meaning or actionability from them .
- Initially, as Sanjay recollects, he had always asked his clients to listen to their audience which they seldom agreed to. The change in this mentality happened after 2009 when internet users in India went upwards of 250 million.
- Today it has become imperative for companies and brands to ‘listen’ online as almost all of their customers are online and use social mediums to talk about the brands or companies that they want to talk about.
- ‘Listening’ powers two things. It allows you to identify and take action on actionable cases or it gives you meaning i.e a deeper understanding of what’s happening.
- Actionability means a bucket of things that can happen which includes
- Queries about something you can answer.
- Requests that you can fulfill.
- Complaints that you need to address.
- Conversations around something that could lead to a sale for you.
- Deriving meaning dwells into what are people saying, what are the sentiments that they are expressing not just about your brand but various aspects around that brand. If its not about the brand then analyzing what do your target audience generally talk about which stays on top of their mind.
- Mihir feels that every brand should be following this practice of listening on both actionable and meaningful levels, as, not doing so will put the brand in a significant disadvantage when compared to their competitors.
- In case of complaints or appreciations, you can actually measure how you fare against your competitors and it provides a scope for you to improve, reinforce or strengthen your offerings and communication accordingly.
- By listening, a brand can actually understand what their consumers, potential or current, really want or expect and if the brand’s next line of commercial videos or products manages to address that, it clearly derives great value.
- This value can be delivered irrespective whether you’re a B2B or a B2C brand.
- The two simple uses of Social Listening is using the social CRM which is similarly to having a call center set up for CRM only except this happens via Social Media as people write to you or about you there and responding in time which is having a good online reputation management, ORM.
- It’s wiser to have a continuous listening solution as otherwise, queries posted on maybe late friday night if replied to on Monday morning will generally not be appreciated but likewise queries if responded in say 30 minutes will have a great positive impact.
- Another form of listening is virtual ethnography. It’s similar to embedding yourself in your consumer’s community and seeing what they’re doing all day long, how their life revolves, and behavior evolves, etc.
- Today, in most cases, a consumer’s behavior is manifested on a social platform. This allows you to understand their likes, dislikes, where they possibly have travelled, which cuisine they love, TV series they follow, etc, i.e virtually create your consumers profile which helps you to better understand you T.G.
We would love to get suggestions on what you would like to know or to get covered on Digital / Social Media, in future episodes of this podcast.
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