Monitoring social media is not just a preventative tool for avoiding bad publicity – social listening can be a very constructive device to help you tailor your products or services to the market. By knowing what people are saying about your company, your competitors and your products or services, you can enhance content marketing, business development and customer support, and be one step ahead of the rest of the pack.
Measure your PR results
Find out if and how your marketing message was received, and adapt your strategy accordingly by increasing those elements that were positively received and changing elements that received negative feedback.
See what people are talking about and what is trending. This will give you a fair idea where the industry is heading and on which aspects you should focus.
Turn negatives into positives
Look at complaints or criticism as an opportunity to refine your products or services and show people that you are willing to listen to them and tailor-make products and services according to their needs.
By analysing feedback on your social media activities, you can identify who the movers and shakers are; meaning the key people who influence others and set the trends. You can then target them to become brand ambassadors or at least champion your products or services on their social media platforms.
Improve your service delivery
See social media as a giant marketing test panel – it provides unbiased and honest feedback on your products and services, which will enable you to improve on it and innovate accordingly to exactly what the customer wants.
If someone is willing to make the effort of posting about you or your products/services, they care enough to be contacted. People often ask for consumer advice on social media platforms – if you respond quickly and courteously, it not only puts you in a good light but can also lead to new business and even more leads.
Manage and prevent PR challenges
In times of crisis, or any upheaval in your industry, you can implement a fast and effective counterstrategy if you are up to date on what the consumers out there are saying. You can also immediately respond to any customer complaints and turn their frowns upside down.
Keeping an eye on your competitors’ service or product offerings enables you to keep up to date with what is happening in the market and how to ensure that you remain competitive.
Social media is here to stay and it is becoming increasingly important not only to manage your brand proactively but also to understand that it is a two-way platform and that it should be treated as an excellent opportunity to engage with your clients. In a highly competitive world, efficient Customer Relationship Management is becoming a vital part of running your business.