Whether you’re a social media enthusiast or a complete novice, we can all agree that it isn’t going away any time soon. The likes of Facebook, Twitter, Instagram and LinkedIn provide an opportunity for your ecommerce business to grow, connect to new audiences and build loyalty with existing customers.
To do so, you need to create a strong brand image and voice that your target audience can relate to. That’s where social listening comes in. Not sure what it is? Our guide to social listening will tell you everything you need to know about tuning out the noise of the digital world and focusing on boosting your business through social media…
What is social listening?
Simply put, social listening is monitoring what is said on social media about your ecommerce brand, without having to explicitly go looking for it. You look for mentions of your brand, competitors or products across all platforms and search for any keywords relevant to your business.
Once you have the information, you can analyse the results and decide how to implement the results to actively improve your brand’s representation on different social media platforms. Whether that’s responding to a happy customer, answering queries or shifting your brand positioning altogether, every little change can help.
How can it help?
Social media is a huge part of ecommerce, with the majority of people in the UK actively using different platforms. In fact, a whopping 44 million people in the UK are active social media users. So, without social media listening, your social media platforms may be under-performing and you could be missing out on a huge potential audience.
Listening on social media can help you spot opportunities to engage in potentially beneficial conversations about your brand. With the right tools, you can easily track every social channel from one place, saving time and making sure you’re spotting each and every mention of your brand and any relevant key words.
Here are some of the key benefits of social listening…
Boost your online reputation
Without a strong brand reputation, you risk falling under the radar in the ecommerce world. When done well, social listening can help you to build a stronger, more reliable brand reputation online. Potential customers want to feel reassured that they’re buying from an approachable company that will listen to them.
If you’re alerted when new messages or comments arise, you can respond quicker and more effectively. Whether it’s a question, complaint or even a positive review, but they’re all opportunities for you to engage online with customers and improve your social brand awareness.
Avoid a brand disaster
They say all press is good press, but that’s not necessarily true when it comes to online brand awareness. If a negative comment or question is left on a social media platform, with no response from your team, people may start to view your brand as unhelpful and dismissive.
Whether it’s an unhappy customer or a disgruntled ex-employee, a negative message can very quickly and easily spread across the internet. A brand disaster can strike at any time and, if not caught early, can cause irreversible damage to your brand’s reputation. Social listening helps you keep on top of
Improve customer service
Social media is a great opportunity to boost your customer service online [link to How to Level-Up Your Ecommerce Customer Service]. Responding to complaints, offering discounts and generally making your presence online known can work to boost brand awareness, as well as increasing loyalty and trust in your business.
Social listening works hand in hand with these activities, allowing you to respond to queries quickly and resolve issues before they escalate further.
How to listen effectively on social media
It’s one thing knowing the many benefits of good social listening. Being able to carry it out effectively is another. Here’s how to strategise your social listening plan and make sure you get the most out of it…
Identify business goals
First things first, there’s little point rushing head first into social listening without working out what you wish to gain from it first. Whether you want to know what