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How to Create a Social Media Listening Strategy to Build & Protect Your Brand
The document outlines the importance of a social media listening strategy for building and protecting a brand, emphasizing systematic monitoring of conversations about the brand across various social networks. Key components of a successful strategy include determining goals, identifying relevant conversations, engaging with audiences, and utilizing appropriate tools. The document also provides guidance on how to prepare for unexpected situations and develop a routine for ongoing social monitoring.
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How to Create a Social Media Listening Strategy to Build & Protect Your Brand
- 1. A Social MediaListening Strategy To Build & Protect Your Brand FocusOn: Social Media – a Virtual Event September 12, 2016 Christine B. Whittemore
- 2. What does itmean to have a true social media listening strategy to build and protect your brand? • More than looking at a few tweets or some Google alerts
- 3. It’s a SystematicApproach to Monitoring What’s Being Said • About you, your company, your brand, your industry • On social networks • By real people
- 4. And Carefully Listening •From the perspective of your customers • To make your business better informed about what matters to them
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- 6. Important Because • Peopleare talking about you. • You can’t stop them. • If you listen, you can do something about what you hear.
- 7. A Social MediaListening Strategy Means You Can…. • Gain context for reviews and complaints • Refine buyer personas • Gather marketing insights • Validate content ideas • Identify & connect with thought leaders, including journalists • Be part of the conversation • Be social vs. just doing social
- 8. What You Needfor Your Listening Strategy • Determine your goal • Find relevant conversations • Decide what to do when you find them • Prepare for the unexpected • Develop a routine • Establish a listening process • Identify tools for listening & monitoring
- 9. What Is YourGoal? • Thought leadership? • Customer service? • Engage a specific audience?
- 10. Find Relevant Conversations •Two elements • Where do your constituents hang out online? • What are the right terms for finding conversations
- 11. Where Do YourConstituents Hang Out Online? • Facebook Groups • LinkedIn Groups • Forums • SlideShare • Quora • YouTube • Twitter • Google+ • ?
- 12. Finding the RightConversation Terms Can be difficult depending how ‘noisy’ the industry is • Search category/industry • Search for #s, chats • List important trade shows or organizations #s • Terms competitors use • Identify influencers 12/42
- 13. What Search TermsDo They Use? • Broad terms • Product categories • Problems • Specific terms • Company name • Brand names They know you!
- 14. Be Aware of •Multiple meanings: steam vs. STEAM vs. steampunk vs. …. • Steam engines • Steam showers • Steam ovens • ??? • Terms to exclude • Job(s) • ???
- 15. What To DoWhen You Find Conversations? • Follow the profiles • Favorite the updates • Add profiles to a list or create search streams • Listen • Engage
- 16. Prepare for theUnexpected • Will you engage or just monitor? • Anticipate the worst so you are prepared • Plan for trolls • Take it offline whenever possible • Remember your goals
- 17. How the AirForce Does It http://www.globalnerdy.com/2008/12/30/the-air-forces-rules-of-engagement-for-blogging/
- 18. Can You InvolveOthers in Your Organization? • It’s more social • Better insights • Makes you more nimble
- 19. Include Social Mediain Your Employee Guidelines
- 20. The Listening Process •Pick search terms – single words vs. tight combinations of words • Greywater vs. grey water • General search to find: • Influencers • Relevant hashtags & terms • Create streams to monitor • Twitter lists • Search terms • Specific profiles • #hashtags • Interact as appropriate
- 21. Social Search Tools •Explore the networks (i.e., Twitter, Facebook, Instagram, etc.) • General social search: • Social Mention • Twazzup • FollowerWonk search Twitter bios • Tagboard for hashtags • Board Reader for Forums • (Calibrate your search tools) 21/42
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- 34. Check Social Referrals inGoogle Analytics 34/42
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- 36. Bonus Tip: BenchmarkYour Company on Google Search • Do review sites appear? • G+: acknowledge publicly • Yelp: acknowledge privately • Get to the bottom of bad reviews; learn from them • Unclaimed directory listings? Claim them Add photos Include consistent profiles Look like someone lives there
- 37. What Do YouDo Next? • Create search streams for • Keywords • #s • Influencers • Use Twitter Lists • Tools such as Hootsuite to monitor multiple networks • Paid versions of the free tools • Follow, like, +
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- 39. HubSpot Social MediaMonitoring Tool
- 40. After Creating aBaseline Develop a routine & schedule to regularly monitor, observe, listen, participate • Engage, • Learn from, • Create content To completely delight your prospects, customers and fans
- 41. Recap • Conversations arehappening online. Why not listen & learn? • To create a social media listening strategy, you’ll need to: • Find relevant conversations • Take next steps including be prepared for the unexpected • Develop a listening process and routine • Identify the best tools to use • Be sure to identify your goals.
- 42. Contact Information • ChristineB. Whittemore • Chief Simplifier, Simple Marketing Now • cbwhittemore@simplemarketingnow.com • @cbwhittemore • www.simplemarketingnow.com