social media listening

Listening to Social Media

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Jay Dillon

Director of Strategy and Creative at Inbound Experts
Jay is a digital marketer and producer whose creative and technical skills have developed digital brand strategies and sales campaigns using a range of complex internet applications from stand-alone websites through to Facebook API integrations.
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We were searching for a tool to monitor multiple streams of social media and online conversations around a particular brand for a client and several options were available to us. Brand-monitoring and listening platforms are software tools that capture and report on consumer generated media from blog articles, blog comments, twitter, facebook, forums, online communities, delicious, digg, myspace, linked-in and the list goes on. You setup your keywords and search for activity.

social media listening

The point of all this is providing brand owners an opportunity to effectively eavesdrop on their customers online and use this information to form marketing strategies, respond to customer complaints, dispel rumours and generally be a part of the discussion. It’s possible to refine the data you’re monitoring to be local or global. It’s also possible to identify brand influencers, or those authors that are influential about your brand online. This can be done by measuring the volume of content posted by a particular author and the responses to that author. The importance of monitoring the responses is to establish whether or not anyone is actually paying any attention to this author. If they are, he or she could become an important brand champion and an influencer over the rest of the market. In other words the loudest are not always the most influential if nobody is listening to them.

We have found that listening to and engaging with social media can provide invaluable information on which to base your marketing strategies, product development and customer service.


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