For the last ten years companies have been desperately trying to find business benefits from social media, other than as a customer service vehicle (and a very demanding one at that). What if we told you, Social Listening can help improve your business performance?
Business executives have been stating the need to factor social media into their sales and marketing efforts, but without really knowing what that might look like. Well, at long last there may be a breakthrough, specifically in markets which adopt a channel sales approach and wish to improve business performance.
What is social listening?
Social listening is not about overhearing the conversations of friendship groups in Costa, it’s the term used for monitoring what customers are saying on social media and, increasingly, it is becoming part of channel performance strategies.
While big brands have their own social media customer service teams, what they don’t tend to have is a way of monitoring what customers say about channel experience such as automotive dealers, retail stores and technology resellers.
Brands often have very slick performance programmes in place for their channel. Customer service is rewarded, sales teams are incentivised and efficiency is monitored. Social listening can be incorporated into these programmes as a way of seeing what customers are saying, unprompted, about all aspects of service.
The benefits of social listening for your business
By monitoring Facebook comments, tweets or other social media posts it’s possible to create a new way of monitoring business performance. Mystery shopping is fine, but it’s expensive and somewhat false. CSAT surveys are forced and rarely give an unprompted view of the customer experience. Social Media is the ideal real-time performance indicator.
By incorporating a feed from publicly available websites like Twitter, it is very straightforward to establish a dynamic view of performance on social media. Combined with more standard measurement and sales metrics, automotive dealers, high street retailers and IT resellers can be better equipped as part of a business performance improvement plan.
As a next step, once this general monitoring is in place, there is also the potential to respond quickly to any social media posts that are either significant complaints or glowing commendations. This, of course, demands either real time monitoring or an alert mechanism which responds to the sentiment of any given post or comment.