As part of your social media audit, we use social listening tools such as Brandwatch to see which social networks drive the most conversations about your brand, what sentiment is attached to these conversations, and which mentions have driven the most visibility. We also delve into your audience and industry demographics so you can learn who is having these conversations, what their interests are and what motivates them. These insights will then inform an audience-driven social strategy.
We also examine each of your individual social channels, looking critically at the type of content you post and what you can do to generate more engagement, grow your audience and drive more website traffic. We make technical recommendations for optimizing your social channels for search engines as well as increasing the discoverability and reach of your content.
Our social audit looks at your key competitors too, benchmarking your performance against industry leaders and making recommendations on how you can out-perform them and gain an online share of voice. We’ll also examine their latest content and campaigns, offering insight as to how they’re engaging their audience and how you can use this in your own social campaigns.
When we conduct social listening for our clients, we use a variety of tools to monitor conversations that happen online, mainly on public social media channels, but also on news sites and blogs.
Why is social listening important?
The purpose of social media listening is to find out what’s being said online about a particular brand, across a wider industry, or about a specific topic. Social media is said to be the ‘new word of mouth,’ and because every conversation is documented online, social media listening allows these conversations to be monitored and analyzed for marketing purposes.
Social listening can be as rudimentary as examining mentions of your brand, hashtag or keyword in a Twitter search, or as in-depth as using a specific tool to create Boolean queries looking for conversational patterns. Brands spend thousands of dollars each year conducting face-to-face focus groups and surveys – a bill which could be significantly reduced by introducing consumer intelligence in the form of social listening.
When it comes to content, too many brands focus on what they want to share with their audience and don’t stop to think about what their audience actually wants to see.
It’s important to make sure that the content you’re creating or sharing is actually relevant to your audience. And to do this, you need to understand exactly who your audience is before deciding on your content and social strategies.
Persona or audience development can answer many important questions such as:
- Who is your audience?
- Where can you reach them/what channels do they use regularly?
- What content do they engage with?
- What are their needs/concerns?
- How can your brand make their lives easier?
We use social listening, analysis and other third-party tools to identify these key audience personas for your brand to help you make better content decisions. Keep these personas in mind when you create any content – whether it’s video, social updates or blog posts – and you’ll shape an audience-led strategy that is focused on relevancy, not guesswork.