What Is Social Listening & Why Is It Important? [+Expert Tips on How to Implement a Strategy]

至关重要的是要在社交媒体上建立扎实的声誉，以使您的品牌成为家喻户晓的名字并具有较高的品牌知名度。

However, things aren't always so black and white. The last thing you want is to develop a reputation for all the wrong reasons -- bad service, scandals, and other issues can cause negative social media mentions.

Due to what can suddenly become a rocky road, it's vital to continuously track your brand's social media channels and look out for any red flags. That's where social listening comes in.

通过进行社交聆听，您可以创建您的追随者实际想要的内容，根据行业趋势提出新想法，通过直接与客户互动来改善客户体验，并不断地转移您的客户策略以满足当前需求。

The Qallann Marketing Agencysays, "People and their behaviors change. To succeed [on social media], you need to innovate, follow the data, and listen."

与社会监控不同，社交聆听是一个分为两部分的过程。社会监控仅仅是前者，跟踪社交媒体提及和对话。但是，如果没有分析和可操作的答复，您的品牌将无法充分满足客户的需求。社交聆听发现社交对话背后的根本原因并实施了长期策略的变化。

如果您仍然不相信社交聆听的必要性，请阅读以下如此重要的原因列表。

4 Reasons to Start Using Social Listening

总的来说，得出这些结论很重要，因为它促进了公司以客户为中心的心态。bob全站app

为什么社交听力对品牌很重要？

Rather than making assumptions about what your customers want or need, you should hear exactly what they're saying. It's common for people to publicly share their opinions -- whether they be about the political state of our nation or about the latest meme -- so it's no surprise they do the same about the brands they interact with.

1. Customers like it when brands respond.

Customers want to feel heard on social media. According to research done by发芽社交，有46％的消费者认为，在社交媒体上与您的受众互动是在线上最好的品牌。

实际上，在社交媒体上做出反应显然有所不同。毕竟，根据发芽的社会研究，“通过优先考虑对社会的响应能力和相关性，营销人员可以积极影响消费者的行为，以使整个组织受益。”当消费者在社交媒体上关注品牌时，有90％的人可能会购买。

They want you to respond. But, it's more than that. It's about using social listening to thoughtfully craft responses that provide real value. Those are the kinds of responses that will elicit brand loyalty and increase customer retention rates.

2.您可以跟踪品牌的增长。

有时，品牌面临丑闻或严重问题。事情发生了，但是即使是一次事件也可能导致消极情绪困扰您的社交媒体。很容易忽略这里和那里的几个粗鲁的评论，但是如果负面的评论似乎超过了积极的态度，那就很麻烦了。

This is a great time to use social listening. By analyzing the recent incident, you can do some research and see if the rise in negative comments has actually led to a decrease in followers, sales, or whatever metric you choose to investigate. Then, you can determine whether serious measures need to be taken in response, or whether it's simply a phase with no lasting effects.

3.您可以发现新的机会。

Often, your customers do the work for you. When many customers start complaining about the same problem -- or rooting for the same win -- it's a sign that's something to take note of and run with. Rather than simply monitoring these changes, you can use social listening to find ways to innovate on the changes.

例如，也许您在健身中心工作。您的客户一直在分享他们对健身课程的挫败感。您有机会考虑创建更多的课程，在每个课程中打开更多的景点（可能需要移动到更大的空间），或者对任何一个人可以在一周内注册的班级有限制。这些选项中的任何一个都可能具有利弊，但是测试不同的方法都可以传达重要的结果，并希望能满足您的更多客户。

4. You can increase customer acquisition.

Social media holds many opportunities for broadening your reach to prospects. After all, your followers aren't just your loyal customers; they're also simply people who enjoy your content or who fell upon your social media. These are the kinds of people who you should be targeting.

Inbound marketing强调了提供有趣，有用的内容的重要性，该内容为人们提供价值。最初，这将它们吸引到您的品牌上，并避免您被迫通过分散注意力的广告轰炸他们。将您的内容观众和关注者转换为潜在客户要容易得多，最终是客户，而不是与随机的陌生人接触，并希望他们对您的产品或服务感兴趣。

使用社交聆听，您可以通过查看他们的帖子，分享，主题标签和照片来发现那些跟随和提及您喜欢的内容的内容。然后，您可以相应地创建相关的内容，以匹配它们的口味，并最终将它们吸引到您的品牌中。

1.确定疼痛点。

当您开始社交聆听过程时，重要的是要了解困扰您的听众。您可以使用社交听力来了解行业或产品中的空白。

Aleh Barysevich, an expert digital marketer, says, "Social monitoring and listening tools break down the sentiment, reach, demographics, and user behavior trends behind any phenomenon you want to research on social media."

毕竟，弄清听众遇到的问题的最佳方法是直接听他们。在社交媒体上，用户经常谈论他们的痛点。这将帮助您查看您的竞争对手和您自己的公司提供的内容是否存在差距。bob全站app

2.选择要监视的战略关键字和主题。

To get started with social listening, it's important to choose strategic keywords and topics to monitor. These will evolve as time goes on, but you can use social listening tools (examples below) to uncover which topics are being talked about across the internet.

例如,它不仅是重要的男人tions of your brand, but also topics in your industry so you can engage in the conversation happening online.

3. Use it to improve your customer feedback process.

Of course one of the main reasons you get started with social listening is to respond to customer feedback (whether negative or positive). Social listening will give you an opportunity to improve your customer feedback process. Think about how you handle feedback and complaints on social media and then continue to iterate on the process.

4. Generate leads by following recommendation posts in your industry.

通过社交聆听，您可以与观众互动。Barysevichadds,“您可以使用社交聆听，竞争对手和标签研究来查找与您的利基相关的帐户并参与评论。然后，提供您的专业知识或开始讨论相关主题的对话。”

例如，遵循行业中的“建议”帖子，并通过提供技巧，窍门并在有意义的地方推荐您的产品来做出回应。

If these seem a bit conceptual, let's dive into the step-by-step process you can use to implement a social listening strategy.

社交倾听行动

要真正深入研究社交倾听并了解所有反应和品牌的影响，您需要了解自己的角色和业务目标。让我们开始吧。

1. 知道你的角色。您要吸引谁？他们使用哪些社交媒体平台？
2. 确定搜索的目标。有太多数据只是跳入其中。
   • 您是否打算推出产品并想知道是否有兴趣？
   • 您是否正在寻找目前客户在说什么（客户服务机会）？
   • 想看看您是如何与竞争对手的？
   • Want to know who you're really competing with for your business?
   • Have a product or service and want to know how to optimize? Listen for customer feedback.
   • Are people talking about you at all? Do you need to strengthen awareness efforts?
3. Make a list of the keywords you specifically utilize for your social media/brand.
4. 列出与您的行业相关的关键字列表（这将帮助您找到并查看竞争对手）。
5. 创建指导方针，说明您将回去寻找评论/互动的距离。
6. 用您的发现制作电子表格。根据评论，如何改善？
7. Have guidelines for how findings are handled.
   • 您将如何回应不良评论/评论？
   • How do you show your support for positive comments/reviews?
   • How do you respond when others talk about your competitors in a favorable light?
   • How do you respond to your competitors when people say negative things about them? (看看温迪的处理方式如何处理麦当劳的黑色星期五推文失败。）
   • 您何时何地使用品牌标签？
8. Create templated responses for how to engage with negative and positive comments/feedback.
   • You need to respond in a timely fashion. Also, don't just respond to the negative. When a customer praises you, they are saying "I love you".
   • 通过承认存在问题，您会听到他们的意见，并想解决问题，以解决他们的担忧。
   • Invite them to pull the conversation off social by them contacting you through DM, email, phone, etc.
9. 监视吸引最关注/参与度的内容和关键字。
   • 人们回应什么内容？
   • Are you seeing new followers after using specific keywords?
   • 您的听众与大多数人有关的特定主题吗？
   • When you recycle any of your content, do you see similar engagement?

Luckily, there are several tools available online to help you analyze the results of your social listening.

4个可以使用的社交听力工具

1. HubSpot

HubSpot提供社交媒体产品帮助您优先考虑社交互动并与所有合适的人建立联系。所有这些工具都可以构建营销活动，共享博客文章和登陆页面之类的内容，自动与各种社交渠道共享内容，并发现最佳发布时间。

您还可以监视与数据库中的联系人的社交互动，创建自定义关键字监视流并触发电子邮件警报，以便您的销售团队知道您的潜在客户何时提及您。您甚至可以比较跨社交渠道的表现，并跟踪您收到的访问和潜在客户的数量。该平台不仅提供社交聆听；它为您提供全包入站营销软件，该软件使您的整个团队受益，并帮助您将社交媒体整合为公司的组成部分。bob电竞官方下载bob全站app

2.最近

Latelyis an all-in-one solution for social media marketing professionals and teams that starts with writing your social media posts for you. With this tool, an A.I. Content Writing software writes your social media posts for you, giving you everything you need to review, edit, approve, schedule, and publish social media posts across all your channels.

该软件正bob电竞官方下载在不断从您过去的社交媒体帖子中学习，并将根据什么来建立一个写作模型mostengaging为您的听众。此外，您可以使用各种社交媒体报告来聆听和监视每个渠道上社交媒体内容的性能。

3. Sprout Social

发芽社交提供社交媒体管理软件，以提供最终改善您与客户和潜在客户的社交媒体互bob电竞官方下载动的解决方案。在Sprout平台的帮助下，您可以访问深入的数据分析，以为战略决策，简化和扩展您的参与度，发布内容和广告系列，最重要的是，通过社交聆听来推动战略变化，发现趋势和见解。

发芽社交offers Twitter Listener dashboards and reports to analyze your Twitter presence. In addition, the platform uses real-time brand monitoring to track direct messages and brand-specific keywords. It also offers advanced social listening to help you notice emerging trends and influencers. The platform ultimately offers priceless insights that can help you consistently track and improve your social strategy.

4. Hootsuite

Hootsuite还提供了一个社会监控和收听平台form. The social media marketing and management dashboard help you build and grow relationships with your social media followers. Hootsuite allows you to view all your messages, comments, and brand mentions across several social channels in one concise dashboard from which you can respond to them all.

您还可以跟踪有影响力的人和引导列表可以与公司中其他人进口和共享的列表。bob全站app您可以使用Hootsuite的分析和报告来跟踪有关品牌，竞争对手和行业的讨论的内容，并相应地改善您的竞选活动。Hootsuite提供了三种不同的计划，因此您可以找到满足您业务需求的完美解决方案和策略。

如果您有兴趣了解更多的社交听力工具，则可以查看此帮助邮政。

Social media can indicate growing and shifting customer trends. If you don't pay attention and roll with the punches, your brand will falter among the brands that do. Your customers want a brand that is fresh and interactive and provides them with products, services, support, and content that are genuinely useful and engaging.

Editor's note: This post was originally published in August 2018 and has been updated for comprehensiveness.