Ultimate Guide to Social Listening in 2022

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社交媒体

有没有希望您能阅读客户的思想？他们对你的感觉如何？他们想要你什么？他们有未满足的需求吗？这些是您经常问自己的问题。社交聆听可以帮助您发现所需的答案。

So what is social listening exactly and how exactly does it help your business? More importantly, how can you get started with social listening? Read on to find out.

Ultimate Guide to Social Listening in 2022:

什么是社交听力？

顾名思义，social listening是“聆听”社交媒体上发生的对话的过程。这意味着监视和分析有关您的品牌和其他相关主题的对话。因此，这是吸引客户思想，了解他们对您的品牌或某个主题的感觉，发现他们的兴趣和痛苦点并确定优化机会的好方法。

通过正确的方法，社交倾听可以为您的业务的各个方面提供信息 - 从您的营销策略到消息传递再到客户服务。请记住，社交倾听与社交媒体监控不同。尽管social media monitoringanswers thewhat问题，聆听更深入地回答为什么问题。换句话说，聆听还分析了您从社交媒体监控工作中收集的数据。

How Social Listening Can Benefit Your Business

有很多理由使用社会大学g with both direct and indirect benefits to your business. Some of the main ways you can use social listening include:

与观众互动

社交听力最受欢迎的用途之一是用于监视对话。这可以帮助您找到与观众互动的大量机会。这些可能是您可以参与的对话。或者可能是品牌提及您可以直接提供答案或解决方案的对话。通过找到和利用这些机会，您可以向观众展示您愿意并渴望与他们交流。

在下面的示例中，HubSpot决定感谢一个对品牌内容营销的赞赏的人。这似乎是一个简单的答复，但它向人们表明，品牌赞赏他们的积极反馈。

Understanding Your Audience

Listening in on social media conversations effectively helps you to understand who your audience is. It gives you an idea of the topics they’re talking about and the attitude they have toward those topics. This helps you go beyond demographic data to dive deeper into their interests, values, and needs.

确定出售的机会

社交聆听可用于查找可能对您的产品或服务感兴趣的人的对话，这对您的对话至关重要social selling战略。例如，有人可能会向追随者询问使用您的产品的经验。或者他们可能会要求提供与您的产品或服务相关的建议。这些是与潜在潜在客户互动并培养他们向客户付款的绝佳机会。

这是黑人女孩防晒霜的一个很好的例子。防晒品品牌介绍了一个正在寻找针对黑人女孩友好的防晒霜建议的人。

Staying on Top of the Latest Trends

社交聆听可以帮助您掌握影响市场的最新趋势。您可以分析与您的行业相关的讨论和标签，以了解新的或即将到来的趋势。这将帮助您了解市场的发展方向，以便您可以相应地调整策略和消息传递。

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Improving Brand Health

具有能力analyze sentiment为联合国、社会倾听也是非常有用的derstanding how people feel about your brand or your products. And by diving into the specifics of what influences this perception, you can identify the problems that need to be fixed or the sentiment that needs to be nurtured. This will then help you to develop practical action plans to improve brand health.

在某些情况下，您甚至可能会发现您的品牌引起一些积极媒体关注的趋势对话。通过与观众互动并成为对话的一部分来利用这些机会。即使情绪已经处于积极方面，这是改善和维持品牌健康的好方法。

当Lay为2022年超级碗推出广告时，该品牌受到了公众的赞美。社交平台引起了188滚球地址有关广告的评论。自然，Lay通过参加对话而大写。

Resolving/Mitigating PR Disasters

Social listening is a great way to instantly spot issues that could potentially become a PR disaster. You can actively look out for negative conversations or reactions toward your ads, social media posts, products, and services. This gives you the opportunity to quickly respond and resolve the issue before it escalates.

Discovering Brand Advocates

One of the most underrated uses of social listening is for identifying brand advocates. Your social listening efforts could help you uncover people who are leading conversations about your brand. Whether they’re influential personalities or even just regular social media users, people who already love your products would make excellent advocates. Consider activating them in your品牌倡导计划和/或定期与他们互动以培养他们的忠诚度。

Providing Exceptional Customer Service

Complaints, questions, and issues are easily discovered using social listening. This allows you to quickly respond to your customers and provide them with the help they need. And the best part is that it lets you go beyond customers who directly message you on social media. You could set up alerts for tagged and untagged brand mentions so you’re immediately notified when someone talks about your brand online. You can then look for service-related issues that need immediate response.

如何开始社交倾听

开始进行社交聆听似乎很简单，就像选择一种使用工具并只是将其翼翼。但这只能使您走得太远，并且经常会给您带来大量的数据，您无法真正使用。因此，重要的是要对您的社交聆听工作有清晰的方向感。以下是您需要采取的步骤：

定义您的目标

从确定的想法开始为什么you need a social listening campaign. What do you plan to achieve with your listening efforts? Do you want to understand people’s perception of your brand? Do you want to monitor how people are responding to a new product or campaign? Or perhaps you want to use it as an ongoing effort to enhance the customer experience. Whatever goal it is you want to achieve through social listening, make sure it’s clearly defined so you know what you’re working toward.

Otherwise, your efforts will be all over the place and you won’t know how to make sense of all the conversational data that’s coming in. A goal will help you understand what you’re listening for, which conversations are important, and which conversations you should filter out. This will allow you to streamline your listening efforts so you can extract valuable and practical insights for your business.

确定您的数据源

要开始分析社交媒体对话，您需要考虑在哪里获得这些对话。每个社交媒体平台都有自己的好处和自己的用户群。因此，请务必仔细确定哪些对您的品牌最重要，然后专注于这些品牌。

尽管您可能想聆听所有可用社交网络的对话，但这将为您提供超出您可以分析的数据。这意味着大多数数据将是您不需要的数据。因此，为了提高听力工作的效率，请确保您首先决定要关注的最重要的数据源。

Source:youscan.io

然后，您可以寻找能够从目标来源获取数据的社交听力工具。由于平台上发生的大量对话，Twitter始终是一个很好的起点。此外，您可以根据您的目标和目标受众在哪里，选择专注于其他著名网络，例如Facebook和Instagram。

选择正确的社交听力工具

Next, it’s time to choose which tool you’ll be using to conduct your social listening. This is one of the most critical steps because there are many factors that need to be considered and plenty of社交听力工具从中选择。除了预算外，您还必须考虑使用情况以及功能是否可以有效地满足您的需求。此外，您必须考虑该工具是否能够爬走所需的数据源。

For example, some high-end tools likeSprout Social提供全面的社交媒体管理工具，包括听力工具。但是它们通常处于昂贵的一面，可能更适合大型公司和代理商。

On the other hand, you can also find budget-friendly solutions likeMention那提供了基本的社交听力能力。此外，您甚至可以找到具有图像识别功能的工具 - 诸如YouScan，如果您想超越文本对话来分析视觉内容，这是理想的选择。

因此，有了所有这些不同的选择，选择品牌的最佳社交听力工具可能会令人不知所措。利用您的目标指导您的决策，并找到可以最好地帮助您实现的工具。

建立主题和主题

现在，一切都布置了，您可以开始构建聆听主题。这涉及确定要聆听的内容，例如主题标签，关键字，短语，品牌提及等。然后，您可以使用这些主题和主题来创建查询，以帮助您提取所需的数据。

例如，假设您想在素食冰淇淋周围衡量人们的情绪。在这种情况下，您可能最终会在搜索中使用多个查询，例如：

  • Vegan ice cream
  • Vegan gelato
  • Vegan frozen dessert
  • 无乳制品冰淇淋
  • Dairy-free gelato

Depending on the listening tool you’re using, you can get really specific with your query by adding more parameters. Some tools will even let you exclude certain words of phrases from your search so you only get the most accurate results.

开始收集数据

接下来，您可以开始使用社交听力工具收集数据。这通常涉及根据您构建的主题和主题输入查询。另外，您可以选择仅根据您的目标聆听品牌名称或产品名称。这将帮助您衡量聆听指标，例如语音和品牌情感。

At this stage of the listening process, you really need to key in on themetricsthat are relevant to your goals. For example, measuring brand health may require looking at sentiment metrics. Or if you want to see how people are responding to your latest campaign, you may want to look at metrics like media exposure, sentiment, and share of voice.

Source:Meltwater.com

Turn Data into Insights to Inform Strategies

社会聆听过程中最重要的步骤之一是将数据转换为可以在策略中使用的见解。这也许是大多数企业挣扎的领域之一。它涉及了解数据的含义以及与您的业务相关的含义。

For example, let’s say you’re monitoring conversations about a newly-launched product and the sentiment is mostly negative. And if you look deeper into the conversations, you’re seeing lots of complaints about how a particular feature isn’t working as it should. So you can get the insight that this feature needs to be improved on. Additionally, you’ll also need to think about how to resolve the issue that people are already experiencing.

这样，您可以分解数据，以获取可以为您的策略提供信息的宝贵见解。为了更好地了解数据的含义，您甚至可以通过在分析数据旁边查看它来将其置于上下文中。

Start Listening for Growth

通过正确的方法和正确的工具，社交倾听可以使您的业务多个方面受益 - 从销售和客户服务到研究和开发。充分利用上面突出显示的技巧，以开始社交聆听，以便您可以将其用于业务增长。

Frequently Asked Questions

What is social listening example?

An example of social listening is finding conversations where people are expressing a pain point and then determining how you can address that pain point through your products or services.

What is a social listening tool?

一种社交听力工具从多个社交媒体平台上抓取数据，然后分析它们以提供宝贵的见解。188滚球地址

什么是社会听力策略？

社交听力策略涉及建立目标，然后采用战略方法来监视和分析这些目标的社交媒体对话。

What are the three benefits of social listening?

Social listening helps you discover opportunities to engage with your audience, sell to prospective customers, and fix potential PR issues before they escalate.

What’s the difference between social listening and social monitoring?

社交听力是监视和分析社交媒体对话的过程，而社交监控只是社交聆听的一部分，不涉及分析数据。

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