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What Is Social Listening And Why It Is Important For A Business?

Social listening is a process that enables a business to know about the conversations and mentions regarding its brand while tracking the platforms of social media networks. The management of businesses can analyze the information thus collected to take actions to make their brand more beneficial for their customers. All social media platforms, news articles, and blogs, etc. work as social listening platforms for a business.

How does the social listening process work?

Social listening works in two ways:

  • Monitor social listening platforms to get mentions of your customers, and competitors related to your brand, as well as keywords, products, and services provided by your business.
  • Analyze the information collected through social listening platforms to take action on what you have found out. The information you get can be small enough to make a customer happy or large enough to change the position of the entire brand.

Difference between social listening and monitoring social media

Initially, social listening and monitoring social media seem to be the same thing but actually, they are quite different from each other.

When you monitor social media platforms then you focus mainly on the data collected from relevant hashtags, brand mentions, trends of the industry, and mentions of competitors. This information can be useful for testing your marketing campaign or monitoring the return of your investments.

However, the process of social listening comes into existence when you start taking action based on the information collected by you from social listening platforms.

The monitoring of social media platforms focuses mainly on the number of mentions and rate of engagement of the campaign whereas the focus of social listening remains on the mood of the customers while mentioning about your and competitors’ brand and products etc.

In this way, social listening helps you to know the view of your customers about you and your competitors apart from the number of mentions they have made regarding your brand.

So, monitoring of social media is a part of social listening that monitors the mood of the customers behind the statements they have posted on social listening platforms.

Benefits of using social listening for a business

Social listening can be beneficial for a business in many ways like:

Monitor brand mentions in real-time: A business can monitor brand mentions provided by social listening platforms in real-time and improve its revenue by responding to them as soon as possible.

Enhance engagement and customer service: A quick response of the mentions through the customer service of the business can make it easier to keep the customers engaged for a long time.

Tracking keyword across various platforms: It can help in improving the SEO of the business website by tracking the effectiveness of the keywords used by your brand on various social media platforms.

Monitor competitors: Social listening also helps in knowing the views of your competitors about your brand and products by keeping them engaged.

Healthy reports: The reports provide by your social listening platforms will be healthy enough to improve your brand and products as they will be based on all the information collected by it.

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