8 Ways to Use Social Listening for Your Business


Do you monitor what people are saying about you online?

Are you using this information to enhance your business?

The insights you gather about your customers, prospects, products and competitors with social listening can be valuable.

In this article you’ll discover eight ways to use social listening for your business.

Why Social Listening?

Social listening (or media monitoring, as some people like to call it) is about searching the web and the social space to see what’s being said about your company, your competitors and other topics of interest.

With a little time and creativity, you can go beyond just monitoring your brand and use social listening to enhance content marketing, business development, product management, human resources and customer support.

Here are eight ways social listening can benefit your business.

#1: Generate Leads by Solving Problems

One way to find new business opportunities is to monitor keywords that relate to people’s problems and needs or their frustrations with a competitor’s product.

Monitor terms like “[competitor’s brand name] can’t” or “[competitor’s brand name] won’t” to identify pain points.

Once you identify these potential customersreach out to them. Ask them what their expectations are for the product and where it’s falling short. Then explain your product’s benefits and added value, and make yourself available for questions. You may also want to provide a demo of your product.

#2: Attract New Customers

To generate new leads for your business, brainstorm for keywords that people might use when researching a product and track these terms across forums and social groups.

Join the conversations and find out more about any potential customers’ needs and expectations. Be genuine in your interactions.

Later, check your database to see if anyone from the forum signed up to try your productSend those new customers an email offering to personally help them get started.

#3: Identify Influencers and Advocates

After a big product launch or update, track the link to or the title of your press release to see who’s sharing it. This information helps you identify influencers in your industry. Reach out to them to start building relationships.

You’ll also want to identify your biggest brand advocates. Find and reward them with giveaways or special offers. Continue to keep them engaged as your brand grows, because satisfied customers are one of your greatest marketing resources.

#4: Discover Where Your Community Hangs Out

Social listening enables you to find out where your potential and current community members carry on important conversations—Twitter, Facebook, Quora, comments on blogs or somewhere else. Track these conversations, and when the time is right, join in.

#5: Improve Customer Care

With social listening, you can instantly identify both positive and negative feedback.

Monitor your brand name with and without the @ symbol (many people forget to add the @ symbol when communicating on Twitter).

Also, track common auto-correct misspellings for your brand name and monitor your website mentions (for example, www.yourbrand.com and yourbrand.com).

This gives you the opportunity to show your appreciation for positive comments or to find and respond to disappointed customers, turning potentially negative experiences into positive ones. If people take the time to write about issues with your product, they’re open to your help.

#6: Get Feedback on Products

Social listening also helps you identify potential issues early in a product’s life cycle.

Track your brand name’s mentions and if someone posts a bug about your product, assign the issue to your development team so it can be fixed as quickly as possible.

Then, respond directly to your customer to nurture transparency. If feasible, use your personal email account rather than your company account to show the human side of your business.

#7: Find Top Talent

Your human resources department can benefit from social listening, too. Hiring top talent is frequently a challenge, but tracking conversations in forums, in social groups or on blogs can help you identify key candidates with remarkable skill sets.

#8: Drive Innovation

Asking your customers what they want, as tempting as that might be, can result in skewed answers, misinformation, and potentially, failed products.

Henry Ford famously said, “If I’d asked my customers what they wanted, they’d have said a faster horse.” It’s often easier for people to comment on something that is in front of them than to imagine something that doesn’t exist.

With social listening, you don’t have to ask people what they want; just listen in on their conversations and use these insights to figure out what they need.

Tools to Monitor Your Brand Reputation:

Google Alerts is a powerful tool for tracking your brand’s mentions, trends and other interesting topics across the internet. To create an email alert, type in your company’s name or the keyword you want to monitor. You can even use advanced operators in the search box for better results, just like you would in Google Search.

Quora is another free resource to track what people are saying about your product or other relevant topics. However, you can only monitor those mentions within the site itself. Search for specific questions or topics related to your target market’s needs and follow those relevant to your business. You’ll receive updates in your Quora feeds and notifications by email.

Twitter Advanced Search is often overlooked, but it’s a valuable tool for refining Twitter search queries and zeroing in on the people talking about your brand or competing brands. You can use operators—and exclusion operators—to filter your results. There are also options for targeting a specific group of people or a geographic location.

Social Mention works in a similar way to Twitter’s Advanced Search, except you get the results from all over the social media space, in addition Twitter. To get started, enter the keywords or topic you want to search and select the type of results from the drop-down menu. Use the advanced settings for more filtering options like geo-location and language. On the results page, your influence score is divided into four categories: strength, sentiment, passion and reach. You can also see your top keywords and brand advocates.

Tools to Create a Keyword List:

Rather than just compiling a list of keywords by trial and error, use tools like these to make the process quicker and easier.

Keyword Tool gives you keyword ideas based on what people type into the Google search box. For example, want to track conversations about “social monitoring,” you may see suggestions like “social monitoring software” or “social monitoring service.”

Google Trends analyzes search queries, looks at the number of searches for keywords and shows how trends evolve so you can find out how people search for your brand or competing brands. You can compare trends by adding a second search term, plus it suggests a list of related search topics you might add to your keyword list.

Get More Out of Social Listening

Social listening goes well beyond just monitoring your brand’s reputation. You can use social listening insights to improve many aspects of your business, including business and product development, human resources and customer care.

Now you need to find out how to make social listening work for your business. If you’re interested in how to build a social listening dashboard, be sure to check out this article.

What do you think? How are you using social listening to improve your business? Please share your thoughts and tips in the comments below!

SOURCE: Social Media Examiner

[Infographic] The ROI of Social Media

Is social media marketing effective? That’s the question being asked as more and more businesses are investing in increasing amounts of social media marketing.  With no standard means of measurement, there’s a wide variety of goals and metrics used to define the ROI of social strategies. Fortunately, this enlightening infographic, developed by MDG Advertising, helps clear up the confusion by outlining the objectives, benefits and factors that affect the success of social media marketing.

4 Factors For Measuring Social Media

  1. Studying sales increases and the decline of costs.
  2. Has your brand recognition greatly improved among audiences?
  3. Can you easily tend to issues that relate to your brand?
  4. Have your digital assets improved along with your brand?

Defining Objectives
Business objectives are not the same for every business, which is why it’s important to define objectives prior to social media implementation. Consider the following:

- Brand recognition
- Engagement with your current customers
- Sales (short-term basis)
- Improving your company’s “searchability”
- The dispersal of company information and news

Measuring Social Media Marketing Activities
The following percentage of CMOs use these metrics to measure social marketing merits:

- Conversion (66%)
- The number of page views (43%)
- Revenue (50%)
- The number of members (63%)
- Site traffic (68%)

Social Media Recruitment
Social media is necessary for companies to engage with customers, as well as enlist new talent. Trends And Facts To Note:

- Over a long-term basis, social media marketing significantly cuts marketing costs.
- The infographic reports how 45% of social media marketers were able to build new partnerships via social media.
- Social media has assisted 72% of marketers in “closing business.”

The ROI of Social Media

SOURCE: MDG Advertising

How Ocean Prime uses QR Codes in their Restaurant Marketing Strategy

Ocean Prime uses QR Codes in their restaurant marketing strategy

Could Ocean Prime improve their QR code experience in their restaurant marketing?

Lunch at Ocean Prime is always delicious and filling, so after eating just enough to still be productive at work, our team member asked for a take-out bag. When she got back to the office, I was happy to see the take-out bag had a QR Code on it, I always find it exciting to see a restaurant using QR Code technology and I enjoy scanning them to see where they will go and what my user experience will be.

The QR Code on the Ocean Prime bag opened up to a landing page. Unfortunately, this wasn’t a Mobile Landing Page, so I needed to pinch and zoom around the screen to see what I was being shown.

I then realized the website was a call to action for me to become an Ocean Prime VIP member. Looking at this scenario from a restaurant owners point of view, this a good way for a restaurant to use a QR Code for a number of reasons. As a restaurant owner:

1. I can actually read my customer’s details nice and clearly, (as long as they fill out the form) and the data is immediately available to me. It also saves me time as I don’t  have to wade through bunches of cards that have been filled out at the restaurant by diners.
2. I get my customers details and preferred method of engagement for the future.
3. I send my customers back to my website and have the chance to further entice them to engage with my brand.

Are you using mobile optimization in your restaurant marketing for mobile devices?

Don’t make your customers pinch & zoom.

How to Maximize Restaurant Promotion Ideas

So what more could Ocean Prime have done to maximize my QR code experience?

A Mobile Landing Page is a MUST when communicating with mobile device users. These folks are on the move, and if your mobile experience doesn’t delight with 3 seconds, they will abandon you.

If Ocean Prime had used BestBuzz, the user experience would have been designed specifically with the user in mind. Our Mobile Landing Pages are designed ergonomically, meaning the buttons are where they need to be for people to use them easily. All the ways to reach the business are easy to find and use. This of course delights the user and results in much better engagement.

Can your mobile customers interact easily with your digital restaurant marketing?

This Mobile Landing Page is optimized for smart device users on the move.

A BestBuzz Mobile Landing Page does not require the user to pinch and zoom to see the company message. Also, if Ocean Prime were to use a BuzzCode instead of a standard QR Code, all of my friends on Social Media would have seen that I was interacting with Ocean Prime and being rewarded for doing so.

To put that in perspective, my one scan would have generated a social share exposure of over 3000 social impressions (that is how many contacts I have on social media). So imagine if the other 4 people that I had lunch with that day also scanned their bags with a BuzzCode?

BestBuzz also offers your customers rewards for interacting with you. Every time your customer scans, you have the opportunity to reward them.  You choose what to offer and when. You have total control of your brand message as well as the length and time of your promotions.  You also have access to  important data and analytics about your customers, such as what type of phone they own and which social networks they prefer to use.

Get Help With Your Restaurant Promotion Ideas

If you are thinking of using QR codes to market your restaurant, speak to us. You don’t have to take just my word for it, you can download a case study of how a well established Dallas eatery used QR codes to launch their new restaurant, reward their loyal while attracting new ones and create over 70,000 social impressions.


Download the FREE Mobile Marketing Restaurant Case Study

BestBuzz CEO Carrie Layne Slated to Speak at Integrated Marketing Week in June

Carrie Layne IMW13 New York SpeakerCarrie Layne, CEO and founder of BestBuzz, presents “How to build a fully integrated marketing campaign in 10 minutes” at Integrated Marketing Week in New York on June 12, 2013. Carrie will present the three simple steps to launch campaigns using mobile entry points to deliver social ROI and enhance the customer experience. The BestBuzz team will review case studies, analytics and data, then explore the tools and tricks that smart brands are using to create viral buzz with every social share.

The Integrated Marketing Week conference will also amplify the voices of power companies such as Google, ESPN, SAP, Save the Children and SiriusXM. Joining Carrie, the speaker lineup includes Seth Godin, Michael Bayle, Ashley Friedlin and Simon Heseltine, just to name a few. With over 40 marketing experts in attendance, it will be an amazing conference for marketers worldwide. See the full list here: IMW 2013 Speakers 

Click here to learn more about the event, and sign up for Integrated Marketing Week now to hear Carrie Layne share “How to build a fully integrated marketing campaign in 10 minutes.”

Here are just a few things that you can expect to take away from IMW.

  • Successfully develop and implement a fully integrated marketing strategy to consistently boost your ROI
  • Utilize advanced analytics to connect all of today’s diverse marketing channels into one, manageable data stream
  • Build profitable online and offline marketing campaigns with consistent brand messaging and exciting, interactive customer experiences
  • Fill in the gaps of your marketing efforts by optimizing the full range of marketing tools – from data-driven multichannel communications and social media to SEO, mobile, video, blogging and beyond.

No such event would be complete without some great parties to open and close the event. The IMW13 Opening Gala will begin on Monday June10 at 6p and this is a party that you will not want to miss. This will be your chance to meet your fellow attendees and speakers and start making long lasting connections right away.

Carrie does hope to meet and speak with each and every one of you at the conference. Until then, if you want to learn more about BestBuzz, just text IMW13 to 635-66 and scan the BuzzCode below.