Oct 28, 2015 / by Katie Gaab

The key to success no longer has to do with who you know – now, it’s all about who you listen to.

How do you tune in when your audience voices their opinions on so many social channels?

Our latest “Build Brand and Maximize Impact With Social Listening” tip sheet teaches you how to listen carefully with advice from top social media marketing influencers Neal Schaffer, Jay Baer, Mark Schaefer, Scott Stratten and Jeff Bullas.

Here’s a preview of the social listening insights you’ll find in our listening tip sheet:

1. Initiate Conversations With Prospects

Keywords are essential to searching for lead generation triggers. While you should pay attention to how people are using your brand’s name in their posts, you’ll want to focus more on what your prospective audience seeks.

Think about their needs, wishes and problems. Add topics related to your products or competitors when creating your keyword list. Once you’ve narrowed down your keywords, look to how you can start a conversation with prospective customers based on your research.

2. Care About Customer Complaints


You know how the saying goes — keep your friends close, but your enemies closer. A lot of brands steer clear of online reviews and social media conversations out of fear of running into a crisis, but “haters” are everywhere, and you shouldn’t be afraid of them.

Instead, use their complaints to improve your services and products. Customer complaints help alert your brand of issues with your online efforts, and if you listen to them daily you could divert a crisis from happening in the first place.

3. Reward Loyalists to Gain Influencers

In the digital marketing world, there are three types of influencers: celebrities, niche influencers and organic influencers. But the first two options often require a monetary investment, and the more popular the name, the higher the fee. So what can you do if your brand doesn’t have that type of budget?

Locate organic influencers. They’re already out there; you just have to find them. Learn who they are, why they share your content and where they turn to do so. If you reward them with more content, fun freebies or other perks, they’ll continue to vocalize their support for your brand.

Want to learn more? Get the full-length”Build Brand & Maximize Impact With Social Listening” tip sheet today!

Tags : social media

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About Katie Gaab

Katie Gaab is a content marketing specialist for Cision. Previously the senior editor for Help A Reporter Out (HARO), she enjoys connecting audiences to exciting, new content. She's a dancer, avid concert-goer, foreign language nerd and book worm. Find her on Twitter @kathryngaab.