Why Social Media Listening is a Must-Have Skill for Modern Marketers

Navigate the noisy world of digital marketing with the compass of social media listening. Learn how this invaluable tool is revolutionizing everything from crisis management to hyper-targeted marketing.

October 20, 2023
Margot Daugieras

The Core Ingredients of a Savvy Marketer

In the age-old tradition of marketing, three core principles never change: Know your audience, stay updated with the latest trends, and be ahead of your competition in spotting opportunities. Yet, in this digital era, these simple tenets are easier said than done. Digitalization has sped up everything; information zips around the globe in nanoseconds, and trying to manually keep up with all the buzz on social media platforms is virtually impossible. Enter Social Media Listening, your new best friend.

What Exactly is Social Media Listening?

Simply put, social media listening is about tracking, analyzing, and interpreting the conversations and trends happening not just around your brand but also around your industry as a whole. Think of it as an 'online eavesdropping' where you tune into the sentiments, opinions, and queries of customers and potential leads. The aim is to gather insights that help you make data-driven decisions in real-time. No longer are you just throwing darts in the dark; social media listening lights up the board and helps you hit the bullseye, every time.

Some examples:

🚨 Crisis Management: Imagine you're a well-known beverage brand. One day, there's a sudden uptick in mentions of your brand online, but for all the wrong reasons. Someone found a foreign object in one of your bottles, and the photos are going viral. If you're actively engaged in social media listening, you catch the issue before it spirals out of control. This allows you to reach out to the concerned customer, investigate the issue, and issue a public statement. Crisis somewhat averted.

💬 Customer Feedback Loop: Social media is often where customers go to sing praises or air grievances about a product. Let's say you're a tech company that's just rolled out a new software update. Through social media listening, you discover that many users are frustrated with a new feature that's difficult to navigate. This valuable feedback could drive your next update, thus continuously improving your product based on real consumer needs.

✨ Spotting Trends Early: Picture this: you're a fashion brand trying to figure out the next big thing. By keeping tabs on fashion influencers and analyzing their posts, you notice a recurring pattern—everyone is talking about sustainable fashion. Voila! You've just identified a rising trend before it's made the headlines. This gives you a crucial head start to align your upcoming collection with this trend.

The Creator Factor

Now, what's the use of listening to everyone and their grandma? With all of social media platforms—Instagram, Facebook, TikTok, YouTube, Twitch, LinkedIn, Twitter, and many more—the volume of data can be overwhelming. You'll end up with heaps of analyses, and sifting through it all without spending four hours a day is almost a Herculean task.

But here's the catch—people aren't just consumers anymore. Many have morphed into content creators, continuously posting and amassing an audience. So, instead of going through the needle in a haystack to figure out what the world is saying, why not just focus on the influential needles?

Hyper-targeted Marketing with Favikon

This is precisely why we launched Favikon, a creator marketing platform aimed at analyzing a wide range of creators across various sectors, social networks, and countries. By keeping an eye on these trendsetters, you get a condensed view of the latest trends and key players in your industry. It's about working smart, not hard.

In this new landscape, the influencers act like beacons of change and opportunity. Being tapped into what they're talking about means you get first dibs on what could potentially shake up the industry. Whether it's a shift in consumer behavior, an emerging trend, or even a potential partnership opportunity, you'll have the front-row seat to it all.

Imagine launching a campaign targeting only the key players in the pet care industry. With Favikon, you can spot influencers who are really resonating in the world of pet lovers. We’re not just talking about the general ones who post cute dog photos, but those who offer value—like tips on pet health, training hacks, and diet plans. Your campaign suddenly shifts from a general approach to a laser-focused one, delivering content that genuinely interests the audience you're targeting.

Less Noise, More Value

Why waste time tracking accounts with zero influence when all the juiciest trends and shifts bubble up from key influencers? This focused approach lets you skip the noise and get straight to the good stuff. With Favikon, you're not just looking at a mountain of data; you're looking at a curated list of what matters the most.

What if you’re a B2B service that’s looking to collaborate with other businesses in your field? Through social media listening, you could track discussions around topics that are aligned with your services. If a company tweets about the difficulties of data management, and that’s your specialty, you now have an opening for a potential partnership.

In a Nutshell

Remember, social media listening isn't just about collection; it's about interpretation. It’s no longer a 'nice-to-have'—it's a 'must-have'.  It modernizes the basic principles of marketing by automating the process of understanding your audience, staying updated with trends, and seizing opportunities before your competitors do. But instead of getting bogged down with a flood of data, focus on what's actually moving the needle. So, let's tune in, shall we?

With platforms like Favikon, you're not getting a random assortment of trending words or hashtags. You're getting a data-backed summary of what’s genuinely impactful in your industry. This can guide your future campaigns, partnership choices, and even day-to-day operational decisions.

There you go, that wraps up why social media listening is your must-have toolkit in this ever-evolving world of digital marketing.

À propos de l'auteur

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