Listening + Engagement + Analytics … Hand-in-Hand
Our recent Visible Technologies® engagement release marked an important milestone in the evolution of our platform. For me, it’s not so much the ability to publish and reply to Twitter and Facebook posts inline through the application, as it is about the strategic importance of having listening, engagement and analytics in a single, integrated platform.
As we all know, social is growing. With growth comes an enormous amount of content to manage. And as your engagement programs grow in success your own enterprise profiles become the subjects of a lot more content, with more mentions and increased customer engagement. By integrating social engagement with social listening, a number of strategic benefits become clear, including:
A listening platform that provides rich targeting and segmentation capabilities help identify the most important information for you to take action on quickly. Slicing, dicing, filtering and drilling capabilities help you discover and refine data sets, so that you can better find those most actionable posts quickly.
Sometimes you simply do not know what you’re supposed to know until, well, you know it. At the speed at which conversations are happening, it’s hard to keep up. Topic discovery enabled through text analytics requires real-time processing of information and knowledge of conversations that you might not anticipate. Visible Intelligence® provides insight, by applying the context of the social conversations outside of your targeted searches to uncover unexpected yet relevant insights.
Measurement and Analytics:
Understanding the trends and cadence of conversations helps in a number of ways, whether you’re looking to better resource your organization to interact with your growing community, or if you need to coordinate multiple, distributed locations dedicated to servicing your existing customers through social channels. Being reactive is not enough; you need deep analytics to understand the conversation trends and dynamics to provide you with better information to prepare for unforeseen market changes and opportunities.
Informing Your Other Channels:
Hard to believe these days, but not everyone is a social butterfly. There are plenty of people who enjoy some of the more traditional channels of phone, email, Web requests, and self-service. Social conversation and engagement provides your organization the insight you need to know what people are talking about and how you can address those topics in other channels. Whether you need to update your FAQs, provide official announcements from corporate or simply create a new action script for your call center, listening and engagement can give you the insight into what customers are talking about and what the best course of action is across both traditional and online channels.
Knowing your Audience
At the end of the day, this really isn’t about content. I know, I know. I sound like a heretic saying “Content isn’t king.” But we have to remember; social is about interacting and engaging with people and communities. Getting a 360o view of the people you are building relationships with, however fleeting or sustained, requires knowledge of who they are beyond the mention of your brand. Listening platforms, with access to a broad range of content from authors online, drive insight into the psychographics and demographics of the community. Each post, whether they mention your brand or not, is another clue into who they are and what they like (or not). By combining listening insights with social engagement you can provide a unified, personal and interactive connection with your customers at every interaction.
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