Influencer Marketing Strategy

Unlocking the Power of Social Media Listening: How to Increase Customer Advocacy?

Social media listening helps identify customer feedback, satisfied customers, and influencers, to improve reputation and drive customer advocacy.

January 11, 2023
Margot Daugieras

What is social listening?

Social listening is the process of monitoring and analyzing social media and online conversations to understand what people are saying about a particular brand, product, or industry. It typically involves using tools and software to track mentions of specific keywords, phrases, or hashtags across multiple social media platforms, including Twitter, Facebook, Instagram, and YouTube, among others.

Social listening goes beyond just monitoring brand mentions, it also includes analyzing the sentiment of these mentions and the context in which they are made. This helps businesses to gain insights into how their customers and other stakeholders feel about their products, services, and overall brand.

There are different approaches to social listening, depending on the goals and objectives of the business. Some companies use social listening to track customer complaints and feedback, so they can quickly respond to and resolve issues. Other businesses use social listening to identify influencers and build relationships with them, in order to increase visibility and credibility for their brand. And some companies use social listening to gain insights into industry trends, competitor activity and overall sentiment about their brand.

Why is social listening important? 🤓

One way that social media listening can increase customer advocacy is by identifying and engaging with brand advocates, who are customers who are highly satisfied with a product or service and are willing to recommend it to others. By engaging with brand advocates, companies can encourage them to share their positive experiences with others, which can lead to increased word-of-mouth promotion and ultimately drive more sales.

Social media listening can also help companies identify potential issues or concerns that customers may have, allowing them to address them quickly and effectively. By resolving customer issues in a timely and satisfactory manner, companies can not only improve customer satisfaction, but also turn unhappy customers into brand advocates.

Additionally, the data and insights gained from social media listening can be used to inform and improve customer experience, product development, and overall branding strategies. This in turn can improve overall customer satisfaction and brand loyalty, which can lead to increased customer advocacy.

Overall, social media listening can play a key role in building and maintaining positive customer relationships by allowing companies to gain a deeper understanding of their customers' needs and preferences, address concerns, and capitalize on opportunities to drive customer advocacy.

Social media listening can increase customer advocacy in a number of ways. Here are a few examples:

Identifying and responding to customer complaints 🎯

By monitoring social media for mentions of your company or product, you can quickly identify and respond to customer complaints. This can help turn a negative experience into a positive one, and increase customer loyalty.

Building relationships with influencers 🤝

Social media listening can help you identify influencers in your industry or niche, and connect with them. By building relationships with influencers, you can increase the visibility of your brand and gain valuable insights into what your customers want and need.

Understanding customer sentiment 🗣️

Social media listening can also help you understand how customers feel about your brand and products. By analyzing the sentiment of customer posts and comments, you can gain insight into what people like and dislike about your offerings, and make adjustments accordingly.

Identifying brand advocates 👀

Social media listening can help you identify customers who are actively promoting your brand and products. These customers are some of your most valuable assets, and by engaging with them, you can increase their level of engagement and advocacy.

Create content that is shareable ✍️

By listening to what your customers are talking about, you can create content that is relevant and shareable. This will encourage your customers to share your content, thereby increasing the reach and visibility of your brand.

Social listening strategies for your brand

There are several good strategies that businesses can use to effectively listen to and engage with their customers on social media:

  • Monitor the right channels: Not all social media platforms are created equal, and different platforms will have different audiences. It's important to monitor the platforms where your target audience is most active.
  • Use the right keywords: Identify the keywords and phrases that are most relevant to your brand and industry, and use them to track conversations and mentions on social media.
  • Respond in a timely manner: When customers reach out to a brand on social media, they expect a timely response. By responding quickly, businesses can show that they care about their customers and are committed to providing excellent service.
  • Use automated tools: Social media listening can be time-consuming and overwhelming, so it's important to use tools that can help you track conversations and mentions in real-time.
  • Engage in conversations: Social media listening is not just about monitoring what is being said about your brand, it's also about engaging in conversations and building relationships with customers. By actively participating in conversations, businesses can show that they value their customers' input and are open to feedback.
  • Use a mix of quantitative and qualitative data: Don't rely solely on numbers to track the success of your social media listening efforts, also pay attention to the tone, sentiment, and context of mentions and interactions.
  • Get actionable insights: Use the information you gather through social media listening to make data-driven decisions. Identify patterns and trends, and use that information to improve products and services and better meet the needs of customers.
  • Keep track of performance: Regularly measure the impact of your social media listening efforts and adjust your strategy as needed. Be sure to track key metrics such as engagement, reach, and sentiment to ensure that your efforts are driving results.

By implementing these strategies, businesses can effectively listen to and engage with their customers on social media, and use that information to increase customer satisfaction and build stronger relationships.

Focus on creator listening 🔍

Creator listening, also known as creator insights or creator analytics, is the process of tracking and analyzing metrics related to the content creators on platforms such as YouTube, TikTok, Instagram and others. These metrics can include information such as views, engagement, audience demographics, and revenue.

By using creator listening tools, businesses can gain valuable insights into the performance of their content creators and make data-driven decisions about how to optimize their content and grow their audience.

There are several ways that businesses can use creator listening to identify creator in their industry:

  1. Track mentions of your brand: One way to identify influencers is to track mentions of your brand on social media. Look for individuals who are actively discussing your brand, sharing your content, and engaging with your posts.
  2. Monitor competitor mentions: Keep an eye on conversations about your competitors, and identify individuals who are frequently discussing and promoting their products or services.
  3. Use influencer identification tools: There are several tools available that can help you identify influencers on social media, such as Favikon. These tools allow you to search for influencers based on keywords, locations, and other criteria.
  4. Check engagement metrics: Look at the engagement metrics of social media accounts, such as likes, shares, and comments. Accounts with high engagement are likely to have a large and engaged following, and are more likely to be considered influencers in their field.
  5. Analyze their audience: Take a look at the demographics, interests, and behavior of the followers of potential influencers. Identify those with audience that aligns with your target audience.
  6. Pay attention to their content: Check the type and quality of the content an influencer is sharing. Look for influencers who consistently produce high-quality, relevant, and engaging content in your industry

Once you've identified potential influencers, you can reach out to them to see if they would be interested in promoting your brand or products. Many influencers are open to working with brands and can help to increase brand awareness and generate buzz.

Creator listening is a valuable tool for businesses and content creators. By tracking and analyzing metrics related to content creators, businesses can gain valuable insights into the performance of their campaigns and make data-driven decisions about how to optimize their content and grow their audience.

About the author

Margot Daugieras

Passionate about social networks and digital illustration, please welcome our Head of Marketing! She has traveled around the world, but her ultimate dream is to settle in Montreal 🇨🇦 As a dance🕺 and animal lover you can follow her cat's adventures on TikTok 🐱 (whom we suspect she idolises a bit too much 🤫) #MultiSkilled #CatLover