Analysing Social Listening In Digital Strategy

Analysing Social Listening In Digital Strategy

 

Social listening is very effective, in order to be comprehensive, paid tools are required. If you don’t have access to paid tools, social listening can be achieved observationally when developing insights by searching keywords and making observational assumptions.

Just note that paid tools can go into incredible detail, looking at huge volumes of conversations. These large volumes allow you to make more accurate assumptions of insight into your audience.

social listening in digital strategy

If you do not have the budget to avail of a paid tool, you can achieve social listening outputs through observational social listening. It will not be as accurate as the tools you pay for. However, through observing how people use keywords, hashtags and tags you can develop hypotheses of behaviour.

 

STEP ONE:

Observe how your audience is talking about specific topics by utilizing keywords and observing how they talk. Are they happy or unhappy? Do they use specific emojis?

STEP TWO:

Through your own data, match your assumed insight to empirical data. If your consumers are happy about a product, you should see high engagement on that product’s content.

 

Here are 5 simple steps you can use to conduct your own social listening study:

1. Identify keywords: Identify commonly used keywords when discussing your brand, product or service.

2. Use the social search: Search on social platforms to confirm these keywords are used by the consumer.

3. Check for additional keywords: Check for additional keywords the customer is using that you have not considered.

4. Identify trends: Identify trends in subject, language or hashtags.

5. Establish insight: Gain insight from the customers’ challenges, experience with competitors, etc.

 

 

Plan Of Action

Put all of your research and insights together and begin to understand what are the most interesting facts you have learned about your audience. You need to work with each piece of research collectively and identify key trends, patterns, insights and options in order to discover the biggest opportunities and routes to take with your audience.

Audience insights should be human insights. Facts about real people that help you to reach people with compelling messaging.

 

  • Name of Project
  • Consumer Goal
  • Activity Goal
  • Target Audience Understanding
  • Insight
  • What do people currently think?
  • What do you want people to think?
  • What is your brand personality?
  • Evaluation
  • Current Story
  • Mandatories

 

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