As a huge resource, social media can provide invaluable information for e-commerce companies. You can use this information to fine-tune your advertising strategies and maybe even your offerings. This information is culled by businesses through social listening, which entails keeping tabs on keywords, tags, and mentions of their brand across social media platforms.
However, as you probably already know, social media can be a very noisy place. Therefore, it is helpful to determine which metrics of social listening are most important to monitor. Therefore, here are four essential metrics for social listening that every company should monitor:
Priority #1: Your Social Media Speakout
The term “share of voice” is used to describe how well known your brand is in comparison to others in the same market. Knowing how you fare in comparison to your rivals is essential for evaluating the success of your marketing efforts. If you find that you need to make any changes, you’ll have a better starting point.
If you notice that a competitor who also employs a great deal of user-generated content (UGC) campaigns has a disproportionate share of brand mentions on social media, you might want to incorporate some UGC content initiatives of your own into your own campaigns.
Using Pixlee TurnTo, the cosmetics company Morphe has created a system to automatically collect and curate content posted by fans using the hashtag #morphebabes. In addition to resharing this content on social media, the brand incorporates it into inspiration galleries and shoppable UGC carousels.
The more influential a group is, the more people will hear from them. That is to say, more people talking about your brand means more people are aware of your brand, which could lead to more sales. The question then becomes how to increase your influence.
To get things going, just use your social media accounts more frequently. The engagement of your intended audiences will be maintained through your proactive efforts. Avoid boring your readers by posting the same types of content over and over again; instead, experiment with different formats. In addition, you need to study the demographics of your target audience in order to determine the best time to release your content in order to maximise its impact. To get a feel for how to evaluate the make-up and behaviour of your TikTok audience, check out our post-analysis guide.
A conversation starter is another potential outcome. Social media mentions and exposure can be boosted by starting conversations that pique the interest of your target audience.
The brand’s social media team should respond to comments on brand posts with articles to maintain conversation and demonstrate that they value their customers’ feedback.
The Second Part of the Discussion: A Joint Effort
By analysing the volume of online chatter about a specific topic, Conversation Share provides insight into how well-known your brand is among social media users. An essential social listening metric, it shows you where and how your brand is being discussed by your target audience.
You can strengthen your voice in those important discussions by analysing this metric. Your mission is to become recognised as a leader in that field. After all, that will facilitate the creation of leads for your company.
However, this metric won’t be useful unless you first listen to your target audience with social listening tools. What questions do they have? What are their thoughts on important issues in your field in general? That knowledge will guide your strategy as a contributor. You can fine-tune your communication for maximum effect.
Third, Comments From Happy Customers
One way to gauge how well people are responding to your product or service is through customer satisfaction feedback, which can be gathered through social listening. In order to conduct sentiment analysis and gauge the health of your brand, it is important to keep tabs on this data. You should incorporate ratings and reviews into your customer satisfaction strategy alongside social listening data.
By keeping tabs on customer happiness, you can identify future social media advocates for your business. You should seek out satisfied clients who brag favourably about your product or service frequently. These individuals are your brand’s biggest cheerleaders, and you can work with them to launch joint promotional initiatives.
4: The Prospective Client Count
Without potential customers, a company can’t survive. You can’t acquire clients in the first place if you don’t have any leads. As an extension of your customer service, social media can help you increase brand recognition and find new customers.
For instance, if a customer has a question about your service, you can answer it right away. Those who pose these questions are usually committed to making a purchase. Correct answers have a better chance of winning them over.
The best way to increase your conversion rate is to initiate contact with these leads as soon as possible. With the help of social media monitoring tools, you can keep tabs on the discussion.
Simply put, count how many leads you get from social listening to see if you’re getting enough to turn into customers and keep your business going.
As a Recap
It’s no secret that social media can be a treasure trove of useful data for commercial enterprises. Social listening is a method by which such details can be gleaned.
On the other hand, it’s possible to get lost in the sea of data provided by social media. It’s helpful to narrow your attention to the most important social listening metrics for this reason.
If you’re tracking these social listening metrics, you’ll be able to adjust your marketing strategies, products, and services accordingly. What this means is that there is no limit to how far you can take your company.