October 31, 2015
/ by Katie Gaab
Seventy-four percent of adults go online to log into their social media accounts and talk with friends, family and acquaintances – and many of them are talking about your brand. Brands need to be on these sites and learn how to listen to what’s being said about their products and services.
Twitter sees twice as many tweets in a month than there are people in the world, but only 9 percent of tweets directed at companies contain the @ mention. With so few tweets to work with, how can brands properly generate leads?
Today, brands must implement social listening to manage a successful social selling system. Here are four major factors to include when building out your program:
Sixty percent of company mentions on social media occur after office hours. With the right social listening tools under your belt, you can monitor what’s being said about your brand any time of day.
No matter which software or tools your brand uses, set up multiple keyword searches based on your company name, product names, words and phrases describing your services and misspellings of any of the above keyword examples. Gather or export the data based on these keywords to keep tabs on which conversations shift and which are always on your audience’s minds.
Want more insight on listening to prospects? Read the full-length “LiSTEN” e-book today!
To make sense of what your social listening tools find, your brand needs a team that can recognize buying signals and make sense of data gathered on social conversations.
Employees must be able to communicate their findings externally and internally. While team members don’t need to necessarily have a background in data science, they should know social media like the back of their hand. Furthermore, they should be cognizant of which channels are making updates and how those changes will affect how they make decisions from data gathered on those sites.
By listening to social conversations and sifting through successful keywords, brands will have a better idea of what they should put their money behind.
At her recent webinar, Mari Smith highlighted that only 4 percent of your Facebook friends or followers see your posts. However, by taking insight from your social media listening tools, your brand can choose to promote posts that are more relevant to topics target audiences are already searching for or discussing.
To continually improve your sales efforts, you must keep track of what you’re doing. Draft a representation of your sales funnel. Also, outline how you break down buying signals, how your brand responds to what you find, and when and how you take conversations offline.
Generate the most ROI for your program by revisiting your process, goals and data to ensure you’re making the mark your brand was aiming for earlier in the quarter.
Images: Steven Depolo, C_osett (Creative Commons)
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