Creating and fine-tuning your social media listening strategy
The first step in building a social media listening strategy is to determine your objectives:
- What are you listening for, or what is that you want to achieve using social listening?
- Are you trying to assess the performance of your marketing campaigns? Develop more engaging content?
- Or, better understand your target audience?
Once you’ve defined your goals, you’ll be in a better position to carry out step two, selecting the keywords and platforms you want to monitor and defining your KPIs, and step three, choosing the best social media listening tool for your organization.
Once you have a tool in place, you’ll want to make sure that you share its capabilities across your organization, letting your customer care, research and development, communications, and other teams take advantage of this powerful technology. Whether it’s through use-case based dashboards, insights reports, or a real-time social media command center, you’ll want to find ways to distribute social listening insights to all your internal stakeholders. And finally, to maximize your social listening ROI, you’ll want to make sure not to keep your social media data in silos. Combine your social listening streams with other data in your CRM, BI, and other enterprise systems to get a holistic understanding of your customer base and the customer journey.