When a brand decides to listen to their clients, peers and people in general, they may learn about the direction in which they are headed in their business, or if there is a need for any course correction. This helps them align with their customer’s expectations.
The Vietnam Believer Newsletter_May 13th, 2024_ENVol. 007.pdf
How can social listening save your brand from appearing as tone deaf
1. HOW CAN SOCIAL LISTENING
SAVE YOUR BRAND FROM
APPEARING AS TONE DEAF?
2. Recently, Zomato had to bear the
brunt of Twitter fury yet again after
the launch of their latest campaign
around delivery personnel.
3. But,the delivery executive
rushes for the next delivery
as he doesn’t want to delay it.
The ad stars Hrithik Roshan where
he can be seen thanking the delivery
guy and offering to take a selfie with
him for delivering the food on time
despite the pouring rain.
4. Following the release of these ads, many
criticized Zomato for glorifying delivery
executives’ over-working and how they do
not have a minute to rest in between
delivering orders.
A similar ad of theirs featured Katrina Kaif.
5. More often than not we do see brands
being stuck in a crisis like this. What/who
can be a saviour in these situations?
None other than Social Listening!
But how?
6. Imagine you own a cafe. One day while
you’re making a latte behind the counter,
you overhear two customers in line talk
about your food selection.
“I love the muffins here,” one says.
“Yeah, the muffins are great,” the
other one replies.
“But the cookies are way too dry.”
7. You start wondering. Does everyone
feel this way about the cookies?
So you ask around and hear other
opinions about your coffee shop.
You start to listen and based on that
you make changes.
And voila it works !!
8. That’s because you just employed a
tried-and-true method for brands to
engage with their customers and give
them what they love.
This is exactly how social listening
works.
9. We must always have our ears to
the ground and understand the
message rather than being lost in
the words. We may have to accept
how our brand is perceived by others
vis-a-vis us. This will help us find a
balance in our messaging.
Conversations matter, and in
today’s day and age they matter
the most!!
