Home / Internet Marketing News / 6 steps to create an org-wide social listening strategy

6 steps to create an org-wide social listening strategy

Social listening is on the rise. As more businesses realize the power and advantages that come from social listening, they’re beginning to incorporate it into their org-wide strategies. This is opening up a new world of possibilities for not only marketers but also for sales teams, product teams, research and development, and so much more.

While your brand’s social media team will most likely drive your organization’s listening efforts in a tool like Sprout Social, building a listening strategy that works org-wide requires collaboration.

It’s time to look beyond your marketing department and begin working with other departments, identifying their listening goals and figuring out how to tie it all back to the bottom line. 

Follow these six steps and this cheatsheet to build a listening strategy that positions you as a competitive, in-touch, holistic and data-driven business. 

If we want to create more raving fans, we should know exactly who we’re talking to, what their motivations are and how we can make an impact on their everyday lives.
Olivia Jepson
Sprout Social Media Strategist

Step 1: Get started 

As a social media manager, you have a unique understanding of social listening that positions you as the subject matter expert. People in other departments might not be familiar with the value of listening, so as you approach conversations with new stakeholders, put your teaching hat on. 

Get to the heart of what listening is all about: your audience and customer. As Sprout’s Social Media Specialist Olivia Jepson puts it, “Listening gives us a look into what [our customers] do every day, how they feel and what their challenges are. If we want to create more raving fans, we should know exactly who we’re talking to, what their motivations are and how we can make an impact on their everyday lives.” 

Leading with a bit of education about listening will remove roadblocks when it comes time to brainstorm goals.

Step 2: Identify the business goals that listening can support

Now you’ve (hopefully) gotten some new cross-departmental listening advocates behind you, continue working with them to set departmental listening goals. Some common overarching business priorities listening can support are:

  • Market research
  • Lead generation
  • Product research
  • Competitive analysis
  • Customer service
  • Reputation management
  • Event monitoring

While these big picture objectives are important to keep in mind, you’ll need to dig a little deeper. When Sprout’s own social team began expanding their listening strategy, Social Media Manager Rachael Samuels set up interviews with key partners like the corporate sales and customer success directors and product marketing managers. 

“We identified interviewees who have direct reports who bring up common challenges to them, as well as people across the organization who deal with customer feedback loops often. This made the answers to the questions we asked about their challenges much richer,” said Samuels. 

As you confer with each department and hone in on their challenges, you’ll be able to form more concrete, focused goals. Here are some examples: 

Sales

  • Find new leads or redirect leads from our competitors
  • Build your ideal customer persona
  • Approach a new demographic
  • Tune in to how customers search for new products 

Product and R&D

  • Improve products
  • Collect product feedback and surface VoC insights
  • Find inspiration for new products

Customer service and support 

  • Improve sentiment around customer service
  • Personalize customer service experiences
  • Uncover issues quickly to mitigate fallout

Public relations

  • Find influencers to partner with
  • Expose emerging crises
  • Understand the impact of a crisis

Recruitment and HR

  • Find top talent
  • Observe how people search for jobs in the industry
  • Improve the employee experience

With a better understanding of what it is you’re listening for, your social team can push past being reactive, and be more strategic and agile day-to-day.

Step 3: Set up your listening tool and topics

Once you understand why you’re listening, turn your focus to how you’ll be listening and what specific insights you are trying to surface to support your goals.

You can’t listen and aggregate this much data “by hand,” so it’s important to choose a listening tool that reaches the deepest corners of social, brings forth actionable data, measures sentiment, and integrates effortlessly into your business strategy. There are plenty of tools to choose from but Sprout achieves all of the above in one user-friendly platform. 

Topic queries are the bread and butter of listening, and creating strong ones depends on the platforms, hashtags, keywords and phrases you include or exclude. Here are a few things to consider while building your queries: 

  • Not all social platforms are created equal. Pick your priority networks based on your varying business goals and where your audience is most active. For instance, Twitter might be your go-to channel for customer complaints, whereas your people team might prefer Facebook for recruitment insights. 
  • Don’t overlook “secondary” social conversations. Listening can crawl data from Youtube, Reddit, blogs and forums too! Tailor-made communities like GitHub for software developers might be where you find top talent or get inspiration for your next product.
  • Broad topics get noisy. Be specific and intentional with your keywords to generate focused results. 
  • There is a bit of guess-work involved in creating queries so refinement is key. Preview your query results, edit, exclude users who spam or common phrases that muddy the waters. 

Sprout users with Advanced Listening can use Topic Templates as a jumping-off point.

Topic Templates contain help materials, quick tips and viewable sample queries specific to the use case that you’ve selected. With a streamlined tool that provides clear paths on how to apply listening for specific business goals, you can get your queries up and running with ease. 

Within Sprout, insights are boiled down to three main categories: Performance, Conversation and Demographics.

Performance

Here, you’ll find message statistics and more traditional KPIs like volume, potential impressions and total engagements. You can also find a high-level overview of sentiment, calculated by the percentage of positive, negative or unrated messages in your Topic. 

Conversation

This section covers, you guessed it, the conversations, keywords and hashtags that are frequently mentioned with your Topic. If numbers aren’t your jam, the word cloud feature is a great way to visualize which keywords are the “loudest.”  

Demographics

Get a better understanding of who is participating in conversations about your Topic. Profile names, user devices, geographic location and more are all collected here.

This is where the art of social strategy and where the art of data analysis come together.
Rachael Samuels
Sprout Social Media Manager

Step 4: Make a reporting plan

Listening success boils down to three letters: ROI. Your social team should regularly check your listening topics to make the most of timely trends and data, but you’ll also need to implement a regular reporting cadence so you can continuously prove the value of your efforts to other departments and stakeholders. 

As Samuels says, “This is where the art of social strategy and where the art of data analysis come together.” It’s not enough to just throw numbers at someone. When you’re reporting, look for markers of social proof and ways to assign value to insights. Examples of these markers could be repetition, influencer conversations, high engagement, etc. Look for spikes in your data. Did the same sentiment come up often? Who said it? Did a lot of people engage with certain messages? 

“Not only do those value points give us more confidence, it makes the people with whom you share your data confident that your insights are rooted in value,” said Samuels. To further validate the insights they deliver to stakeholders, Sprout’s social team shows two to three social posts that back them up. 

It’s important to also consider how you’ll package your data for presentation. With Sprout, users can easily export visually appealing graphs and listening data.  

Step 5: Present your strategy to your core listening team and stakeholders 

The last piece is presenting your strategy to stakeholders and getting executive buy-in. If you’ve struggled to get executive buy-in for listening, Samuels suggests doing some “quick and dirty listening runs” for your social strategy first. 

“Create a query that’s centered and focused on answering one question,” she said. “Answer that question with insights and if those results are good, share the process in your pitch.” 

This approach can help build more belief and trust in listening as a center of influence for your strategy. 

Step 6: Stay nimble

Listening is part art, part science. Once you activate your listening strategy, you may find that you need to reevaluate your original goals, examine additional social networks or add new or additional keywords to your queries. Stay nimble, continue to collaborate with your greater “listening team,” and continue to refine your approach for optimal listening success.

You’ve read all the steps and you understand the value of listening. Now it’s time for action. Use this cheat sheet to build your winning listening strategy.

This post 6 steps to create an org-wide social listening strategy originally appeared on Sprout Social.

Click Here For Original Source Of The Article

Ads by WOW TRK

About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

Check Also

Digital Marketing News: Coronavirus’ Impact on Marketing Budgets & Social Media Usage, LinkedIn’s New Conversation Ads, & Instagram Story Changes

2020 March 27 MarketingCharts Chart

2020 March 27 MarketingCharts Chart

LinkedIn rolls out Conversation Ads, aimed at improving personalization in messaging
LinkedIn has begun launching its new Conversation Ads, with real-time engagement ad options that include multiple calls-to-action. Conversation Ads are rolling out to all LinkedIn (client) advertisers over the next several weeks, the firm recently announced. Marketing Land

Social Media Consumption Grows Amid Coronavirus
Social media usage has sharply increased in the midst of the COVID-19 pandemic. Certain Instagram #ad campaign post likes have seen an increase of up to 76 percent during the past two weeks, as the majority of workers have shifted to temporary remote work. AList

CX in B2B Marketing: Top-of-Mind Strategy in 2020
54 percent of B2B marketers say their organizations are focusing most on customer experience and loyalty in their marketing efforts, according to newly-released report data examining global B2B customer experience priorities. MarketingProfs

Coronavirus: Emarketer lowers global ad spend projections for 2020
Worldwide ad spending will decrease due to the COVID-19 pandemic, with a previously expected $712 billion total being revised to $691 billion for 2020, a 3 percent decrease, according to newly-released forecast data, with many expecting even sharper forthcoming ad spend decreases. Marketing Land

B2B Senior Marketer Survey: The Most Effective Approaches for 2020 [Infographic]
LinkedIn (client) is tops among senior B2B marketers for nurturing leads, with some 84 percent saying the Microsoft-owned platform is the most effective social media channel, followed by Facebook at 43 percent and YouTube at 25 percent, according to recently-released survey data of interest to B2B marketers. MarketingProfs

Facebook Warns of Ad Approval Delays Amid Staff Changes Due to COVID-19 Impacts
Facebook was among the first social media platform to announce that the COVID-19 pandemic would affect how it reviews and approves certain content including ads, with a full slate of Facebook monetized content options being impacted. Social Media Today

2020 March 27 Statistics Image

Sales And Marketing Are Misaligned As Email Lags In B2B Nurture Mix: Study
While some 64 percent of marketing teams said that their organizations use account based marketing (ABM) for at least half of their marketing, 90 percent consider it challenging to successfully use it across multiple channels including sales — two of several findings of interest to digital marketers in recently-released survey data. MediaPost

Instagram's Testing the Capability to Add Hashtags and Location to Stories Highlights
Marketers may soon be able to add location information and up to four hashtags to the Highlights option of Instagram Stories, which stay active beyond the usual 24-hour active period, according to recent test observations — changes that could eventually bring an array of new targeting options to digital marketers' toolkits. Social Media Today

Amazon could win big in the post-coronavirus retail economy
Marketers may swivel more ad dollars to Amazon, which has seen sizable demand increases in response to the COVID-19 pandemic. The firm announced that it was hiring more than 100,000 new workers, and a jump in ad revenue also appeared likely as some marketers have shifted more spend to the e-commerce giant. Marketing Land

Data Hub: Coronavirus and Marketing
28 percent of industrial marketers plan to shift marketing budgets from trade shows cancelled due to COVID-19 to digital advertising instead, while 14 percent will allot that spending to content marketing — one of several statistics of interest to digital marketers contained in newly-released report data from MarketingCharts. MarketingCharts

ON THE LIGHTER SIDE:

2020 March 27 Marketoonist Comic

A lighthearted look at how not to communicate right now by Marketoonist Tom Fishburne — Marketoonist

Diabolical Mailing List Admin Twirling Mustache and Cackling at Dead “Unsubscribe” Link — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • SAP, Dell Technologies — 3 Tips For B2B Marketers When Your Big Trade Show Is Cancelled Due To Coronavirus — Forbes
  • SAP — Event industry and COVID-19: An insider’s point of view — The Future of Commerce
  • Lee Odden — Marketing During a Pandemic – Resources for Small Businesses in the Coronavirus Crisis [Roundup] — Simple Machines

Do you have your own top B2B content marketing or digital advertising stories from the past week? Please let us know in the comments below.

Thank you for taking the time to join us, and please return again next Friday for a new selection of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news. Also, don't miss the full video summary on our TopRank Marketing TV YouTube Channel.

The post Digital Marketing News: Coronavirus’ Impact on Marketing Budgets & Social Media Usage, LinkedIn’s New Conversation Ads, & Instagram Story Changes appeared first on Online Marketing Blog - TopRank®.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

css.php