June 17, 2021
/ by Mary Lorenz
The role of PR is much different than it was a few years ago. Not only are executives relying more on PR and communications teams to provide competitive insight and offer strategic counsel, PR is under more pressure than ever to prove the value of their efforts with solid data. On top of all of this, the media landscape has only gotten more complex in recent years, thanks to the widespread adoption of social media – and it is only going to keep evolving.
While all of this can feel overwhelming, thanks to the proliferation of sophisticated media monitoring and social listening tools, it also presents an exciting opportunity for PR and marketing professionals: to tap into social media and other digital channels to generate media coverage and brand awareness and connect with audiences on a deeper level than ever before.
Social listening is, much like it sounds, “listening” to the conversations happening on social media and other digital channels (blogs, online forums, review sites, etc.), to better understand how consumers feel about your brand and your competitors. Leading PR and marketing teams are working social listening into their strategies, using data and insights derived from social listening to build smarter, more informed communications and marketing strategies.
Social listening provides insights beyond traditional media monitoring that PR and marketing teams can use to inform outreach to press, influencers, customers and prospects and manage brand reputation.. It provides a whole other level of PR data and analytics to help PR and comms teams determine exactly who their target audience is, how to target them and how to craft a message that resonates. But even that doesn’t scratch the surface of social listening’s power.
Below are just some of the ways leading companies are using social listening to grow not just their brands, but their business:
The short answer to this question is: Because it matters to your competitors. More and more, companies are seeing the benefits of social listening on their business, and the trend is only going to accelerate. At the risk of sounding dramatic, companies that don’t integrate social listening into their PR, marketing and communications strategies are going to fall behind.
Find out how Cision is helping leading companies and PR teams stay ahead of the social listening curve.
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