Social media has completely revolutionised the way businesses are marketed and promoted. In fact, statistics show that by marketing on social media, you have the potential to get a lead-to-close rate that is two times that of outbound marketing.
One of the benefits of social media marketing (SMM) is that it boosts your website’s SEO. SEO is what gives you top rankings in internet search engines. By driving more and more traffic to your pages, social media channels like Facebook, Twitter and Instagram cause your business to get good positions in the SERPs.
Social Media is an Integral part of any Business Growth Strategy
This means that social media is an integral part of the business growth strategy. It should be given as much attention as all the other important components of the business. So important is social media that any careless handling can cause irreversible damage to a business entity. That is why businesses need people with good Facebook skills or other relevant social media skills.
A big part of social media management is about knowing what is being said about your business in social media circles. This is commonly referred to as social media listening or social media monitoring. The information collected is then used in the larger communication strategy of the organisation.
Why is social media listening so important?
1. Performance measurement
Through social listening, you can be able to evaluate how effective your social media strategy is. You also get to know whether you are gaining any progress from your short-term social media campaigns. Analysing your social media performance measurement will give you an insight into how your business is performing from a social standpoint.
2. Managing brand reputation via Social Media
As a business, you need to follow social media diligently to know what conversations are taking place about your brand. In fact, social media has become a very useful tool for managing issues relating to customer service. Through social media listening, you can identify harmful conversations and take corrective measures before it is too late.
3. Insights into your competitors
Social media listening is an opportunity for you to hear what is being said about your main competitors and also the entire industry. This is the best way to know what customers don’t want and what they really want. Some of the feedback you will receive may surprise you but it will go a long way in helping you develop your overall strategy.
4. Important influencers
These are the people who drive conversations about products on social media these can be social media experts or other important personalities. Identifying the major influencers will give you an idea about how the market is receiving your products or services. The best criteria for choosing the most relevant influencer is his or her social reach. You should also know how many social media platforms they are using.
5. Social media listening and Benchmarking
It is one of the best benchmarking tools available to you. Through social listening, you can compare conversations about your brands with those of your competitors’. If the reviews about your products are fewer, it could mean that customers may be swayed towards brands that are generating more attention.
6. Valuable feedback via Social Media
Listening will provide you with very valuable customer feedback. Analyse the feedback and make the necessary adjustments to meets the expectations of the consumer. Even when your business is criticised, take the criticism positively and do everything within your power to turn it around.