Message in a Bottle


Social Listening: The importance of listening online to what people are saying about your brand

Publicado em: 27.08.2021

You know that inelegant habit of listening to the conversation of the couple at the next table, or reading other people’s comments on any and all subjects on Social Media? Stop calling it bad habits. That’s Social Listening and you should do it more often. Especially if you have a business, or a brand.

Be aware of everything. As long as it doesn’t fall into the lap of others, that’s the best way to understand what’s going right and what’s going wrong in your brand’s engagement with your target audience.

Social Listening allows you to understand what people are saying, thinking, feeling, and wanting, online and offline.

Imagine you own a restaurant and one day you hear two customers commenting on your dessert selection.

“I love the sweets, here.” Says one, “Especially the Chocolate Cake.”

“Yes, the Chocolate Cake is great.” Says the other, “But the other day I tried the Rice-Sweet and it was too dry.”

That’s right, do all people find Rice-Sweet to be too dry? That is when you start to ask other opinions that you begin to hear. Based on this, you will make changes that please your audience.

In the world of Marketing and Advertising, at first glance, Social Listening may look a lot like Social Media Monitoring. But these two concepts are different in many ways.

Social Media Monitoring reads numbers and metrics of relevant hashtags, mentions of your brand and competing brands, as well as sectoral trends.

Social Listening goes beyond the numbers, it studies what gives rise to them, the mood behind them. And this is what will help you understand what the public thinks about your brand and your competitors. It is not enough just to count the number of times your brand is mentioned in search engines. Understanding how people feel about a brand helps you maintain quality control and respond appropriately when crisis situations arise.

Want super results? Follow these tips:


1. Listen to everything around you

Find out who and where people are talking, not just what they are saying about you.

Know that online conversations are very different from offline conversations, that conversations on LinkedIn are very different from conversations on Instagram, or Twitter, or Facebook. Knowing where they talk is just as important as knowing what they talk about. It will give you strategic perspective when it comes to advertising.


2.Learn from the competition

You can always learn from others. Especially from those who are doing the same thing. See what they are doing right and what people like. Also look at what doesn’t work. It is much less painful to learn from other people’s mistakes than from your own.


3. Work as a team
Social Listening will bring you essential information about your brand. Share. Don’t be a nurturer. The more people are aware, the better the results will be.

Maybe it’s a photo that needs a response, maybe it’s a great idea for a blog post, or some brand, or product, feature you discovered could be explored further.


4. Track the change
Once you start to understand what people’s general feelings are about your brand, you’ll better understand when any need for change arises. This allows you to more quickly adapt to whatever strategy you want to implement when things don’t go well.  And when they do? Surfing the wave.


5. Action!
Remember, if you don’t act on the information you have, you are just monitoring and not listening. Use metrics, but know that they are worthwhile only if from them come the insights that help you understand what your audience wants and how you can give it to them.


Interested in working with a team capable of increasing your brand’s relevance in the online world? Talk to us!