Social Listening Advantageous for More Than Improving Customer Service
A survey of 300 users of social listening software shows that social listening also helps businesses recruit and hire new employees, monitor content performance, and track the competition.
WASHINGTON, DC, March 30, 2017 — Businesses that use social listening tools to actively monitor online conversations benefit from access to real-time feedback to improve products and services (25%), attract new customers (24%), and improve customer service (21%). Other unforeseen benefits include monitoring content performance, recruiting and hiring new employees, and learning about the competition. Data is from a survey of 300 users of social listening software in the US, conducted by Clutch, a leading research and reviews platform for business services.
Social listening is the process of collecting social data by monitoring terms, names, and products associated with your brand and/or industry. While the top websites businesses monitor may be obvious – Facebook (93%) and Twitter (79%) – Q&A forums, like Reddit, news sites, and blogs are also strong sources of social data.
Social listening is about thoughtfully analyzing and reflecting on the social data collected and then taking action by adding value for your audience, the report says.
“People talk about their emotions and experiences online,” says Magda Urbaniak, Global Community Manager at Brand24, a social media monitoring service. “Those who expect a reaction need to know that you’re there and ready to engage.”
Because social listening offers businesses a chance to collect insider information from existing and prospective customers, it’s no surprise that nearly half of businesses surveyed (42%) say their main objective is to enhance the customer experience by improving customer service (21%) and reaching new clients (21%).
“These days, the Internet has become a place where people have discussions and share their experiences and opinions about brands and products,” says Urbaniak. “Companies are becoming more and more aware of the importance of reaching the sources that mention them.”
Engaging with both loyal followers and detractors is essential for forming trusting relationships with customers and continuously improving your business, says Clutch. The data confirms that most businesses monitor customer requests, questions, and concerns (86%) instead of their competition (77%).
Regardless of business size, resource availability, or overall business goals, you can learn a lot from both your competitors’ and your brand’s customers, says Clutch.
“Companies need to go beyond basic brand monitoring to get the entire dimensional social story of their consumers and their competitors’ customers,” says Paige Leidig, Chief Marketing Officer at NetBase, a California-based social media analytics platform.
A prospective customer’s social story may explain why she’s more likely to use a competitor’s services. Clutch recommends first, listen to understand the underlying reasons behind her decision. Second, engage her to fill a gap. Did she reach out to a competitor and never receive an answer? Respond by answering her question and directing her to a helpful resource your business created.
Clutch’s 2017 Social Listening Survey included 300 users of social listening software at companies with 100+ employees in the US.
Read the full report and source the survey data through this web address: https://clutch.co/agencies/social-media-marketing/resources/why-businesses-should-perform-social-listening-2017-survey.
For the raw data, a quotation on the findings, or an introduction to the expert interviewees included in the report, reach out to Sarah Patrick at firstname.lastname@example.org.
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