Sprout’s Smart Inbox is a great at ensuring you never miss a mention, important hashtag or branded keyword. As these inbound messages are coming in, is your brand monitoring or actually listening to the needs and requests of your customers?
Monitoring focusing on observing and tracking patterns while listening entails insights from pervious conversations. While both listening and monitoring are essential, brands that employ listening foster stronger longterm relationships, which can lead to a number of positive impacts on an organization, including decreased churn and increased CLTV. This week at #SproutChat, our community learned how to be a better listener.
Listening on Social Media Is Different Than Monitoring
Understanding the difference between listening and monitoring on social media is the first step to success. Most brands employ monitoring for mentions and do their best to respond within a specified timeframe.
Listening requires using a social media management tool to that enables provide better customer service by connecting existing customer data sets. Platforms like Sprout show the conversation history between your brand. With so many consumers relying on the major social networks to talk to brands, this feature can do wonders in upping your social customer care game.
@SproutSocial A1. Listening. What is your audience saying/asking for? Monitoring. What are YOU saying/doing about it? #SproutChat
— walter vinci (@waltervinci) March 1, 2017
A1: Monitoring takes a look at all the media and data coming in while listening gets to the meaning behind it all. #SproutChat
— Jeff Higgins (@AnnaMariaSocial) March 1, 2017
Q1: For me monitoring is passive, listening is active #sproutchat
— Breonna Bergstrom (@bmbergstrom161) March 1, 2017
A1: Monitoring is checking out whos talking about you; listening is hearing what they are saying #sproutchat
— Brad Lovett (@Brad_Lovett) March 1, 2017
1.Monitoring is tracking your keywords etc, listening is following the conversations using the keywords #sproutchat
— Sarah Badcock 🌱🌿 (@brightvines) March 1, 2017
A1 Listening is real-time, in the moment. Monitoring doesn't have to be. #SproutChat http://pic.twitter.com/vuwge671Ca
— Shannon Mouton Gray (@ShannonRenee) March 1, 2017
Surprise & Delight Goes a Long Way
Beyond providing stellar customer care, finding ways to surprise and delight customers will really help your organization stand out. Your actions don’t have to correlate to a substantial monetary value, but they should reflect something your community really cares about and can benefit from. Some things we’ve surprised and delighted our Sprout community with include: Hashtag Holiday calendars, Sprout mugs and customized coffee, Swell water bottles and customized digital images with a community member’s social media goals.
@SproutSocial A3: Sending product! Or promo codes that can be used online! Do this to give thanks or sorry! #SproutChat
— Sid says (@Sidneytoldme) March 1, 2017
@SproutSocial A3: They can provide a special offer to thank them for their loyalty and patience throughout the process. #SproutChat
— Sortis Marketing (@SortisMarketing) March 1, 2017
@SproutSocial A3 Sending a thank you card and stickers goes a long way. It's a small way to start and build on it. #SproutChat
— Nancy Casanova (@nancycasanova) March 1, 2017
A3: Same way you do it in person. Go the extra mile for them and make them feel like they're the only customer you have. #sproutchat
— Matt LaCasse (@MattLaCasse) March 1, 2017
A3 – And JUST SAY NO to automatic DM's when customers follow you. Please. PLEASE. #sproutchat http://pic.twitter.com/u1Zc2qOoiM
— Rebel.com (@rebeldotcom) March 1, 2017
A3: I'm sure any timely response from a brand will surprise and delight, because it happens so infrequently. #SproutChat
— Dave Macdonald ❄️ (@rdavemacdonald) March 1, 2017
Twitter Operators Are Your Friend
Jumping in on conversations is a great tactic to get your brand in front of potential community members or customer prospects. That said, do the research to gather the full context of the conversation. Nobody likes a brand inserting themselves in a discussion that’s not relevant. Do this by taking advantage of advanced search options Twitter. The network allows for extensive filters so you can find exactly what you’re looking for.
A5: near:city search term
So for example – near:Boston beer#SproutChat https://t.co/Kct42Ab0hx
— Hatsize (@Hatsize) March 1, 2017
A5b: Some great tips for using Advanced Search – https://t.co/2FXafaRU0H #SproutChat
— Tim Mohler (@TimothyMohler) March 1, 2017
A5: another fun one is searching by minimum retweets. Can be handy to find the best content
min_retweets:30 beer#SproutChat
— Hatsize (@Hatsize) March 1, 2017
A5: If your target market tends to follow certain accounts, search "in reply to @[username]" to join in on those conversations. #SproutChat https://t.co/pXTpFB1GzO
— Flora Pang (@florapang) March 1, 2017
Trend Tracking Is a Must
Whether it’s tracking trends on Instagram or Twitter, use popular hashtags to be part of the conversation. If a trending topic isn’t related to your business offerings, wait until a relevant trend arises. Trying to contribute to something irrelevant can hurt your brand’s reputation.
@SproutSocial A6: Track engagement on posts and see what does the best- video/graphics/contests/questions. Engagement is key! #SproutChat
— nicole (@nicolemaries__) March 1, 2017
A6: I mainly look for hashtags and keywords #sproutchat https://t.co/ipGDTJdxqn
— Josephine Borrillo (@70mq) March 1, 2017
A6: Monitor trends by keywords, hashtags, mentions, and competitor comparison. Then check metrics over a specific time frame. #SproutChat
— Jeff Higgins (@AnnaMariaSocial) March 1, 2017
A6: There is a very good article by @shaymeinecke from @makeuseof about how to monitor trends on social: https://t.co/BLdCXViNR0 #sproutchat
— Val Vesa (@adspedia) March 1, 2017
A6: Follow others, track conversations and engagement, and make sure to follow up with people! Keep the conversation going #SproutChat
— Rachel Sprouse (@SprouseRachel) March 1, 2017
Join us at #SproutChat next week where we’ll discuss Social Media ROI. Managing Partner at 5ifty & 5ive, Lucas Vandenberg, will be joining the discussion to share his insight from more than a decade of experience in the industry. Until then, chat all thing social media marketing in our Facebook community.
This post #SproutChat Recap: Listening vs. Monitoring on Social Media originally appeared on Sprout Social.
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