Social listening software* is a tool that allows you to listen to what users say about your brands, products, directors and employees, whether it be the media, clients, prospects, fans or critics. The best of these web and social media monitoring tools can also measure the performance of your own social media accounts (Twitter, Facebook, Instagram …) which you manage internally. If you encounter any of the 10 symptoms below, it is definitely time to invest in a Social media listening tool 😉.
* Also known as a social media monitoring tool, e-reputation intelligence software, a social media listening tool or still a social web listening tool.
1. There is more and more talk about you on the web, but you can’t “listen” to any of it
You know we talk about you on the web and social networks. You can “capture” a few articles and see some messages on Twitter or Facebook, but you have no idea of the overall volume and sentiment tone expressed by users, and that’s not counting all the important messages you miss. What’s more, it seems there’s talk going down about you on forums, Instagram, blogs and even YouTube but you have no way of finding or analyzing it. In addition, the executives have reportedly been speaking about your company on Linkedin groups … but your team does not have time to juggle all these platforms, or manually enter all your brand names by hand to scan these conversations.
With a social media monitoring tool, overseeing the web and social media is automatic, covering all existing channels from Twitter to Tumblr, as well as Weibo, Instagram, Facebook, LinkedIN or forums. This monitoring is done via keywords and phrases about your brand, your products, your leaders and your market, which are chosen by you at the point of set-up …
2. Creating reports for all your Social media accounts takes crazy amounts of time
Your Social Media Manager has to manage 2 Twitter accounts (Corporate and After Sales Service), a Facebook account, a Pinterest account, an Instagram account, LinkedIN and YouTube. Crazy! Each week counting, calculating and reporting on community developments (fans, subscribers), interactions (Like, retweets, comments, shares, …), the most successful publications. All this takes them hours, and over a day for the monthly reporting. Everything has to be manually in-putted into Excel and is often prone to errors. In the meantime, while all that is happening the Social Media Manager is not watching and monitoring the social networks!
A Social Media Monitoring tool with an Analytics module allows you to automate repetitive tasks such as reporting (development of communities, interaction, publications) and automatically produces graphs and dynamic dashboards that will auto-update with new data every day. In addition, you can organize your social accounts by product and country!
3. You are unable to detect and respond effectively to leads on social networks
You are contacted more and more, often through social networks, with inquiries about your product range. But without automated tracking, by the time you find these applications it’s too late or they are missed altogether. Other social users even mention competing products or seek advice about your product type without knowing any players in your industry. You should be able to detect these applications and provide those leads to the sales department!
A social media listening tool allows you to automate Social selling: you can monitor users who ask questions about your products, but also those who have checked out your competitors too! For example a tweet requesting advice on efficient fryers, one of your main products. With your social media monitoring tool and its connection to your CRM tool, you have the ability to transform this message into a lead and pass on their details to your favorite business development officer.
4. You don’t know your position in relation to your active competitors on social networks
You have 3 front-end competitors of which 2 are particularly active on social networks, like you. But are they doing it better than you? Are you a social networking leader? On every platform? Do your competitors generate more conversations on social networks? On which channels? Are their fan and follower communities influentially bigger and more active in terms of sharing? What type of competitor Facebook posts and tweets produced the most interaction?
So many of these questions can be answered with a Social Media Listening software; allowing you to monitor and analyze both Earned media (online conversations and web media mentioning your brand) and Owned Media (your social accounts, but also all those of your competitors), allowing you to position yourself hour after hour, week after week and set your progress goals.
5. You don’t know the impact of your marketing and communication actions
You have launched several web campaigns, but also press and poster campaigns. You only have a few quantitative surveys for the digital campaigns and no web impact measure for the offline campaigns.
A social media monitoring tool brings you quantitative, but also qualitative data for your digital campaigns: number of mentions quoting your campaign (or hashtags), potential audience, message sentiments, online user demographics and campaign ‘influencers’. You can also measure and analyze all messages that speak about your offline campaigns (mentions, audience) and the sentiments associated with them. The tool will also display the channels creating the most user buzz (blogs, Twitter) and the precise sources of the mentions. It is also possible to use it for comparing your campaign performances to similar or closely competing campaigns in terms of target and channels.
Are you experiencing any of these symptoms? If yes, maybe it’s time you thought about investing in a Social Listening platform!
Part 2 will continue looking into key signs that show you need to think about giving a Social Media Monitoring tool the go-ahead 😉