If you’ve been using Twitter as a marketing tool for your business, you’ve probably already come to terms with the fact that simply counting the number of followers you’ve got doesn’t cut it. When it comes to measuring social media, you’ve got to go deeper.
This infographic from Awareness Inc’s Mike Lewis shows a simple two-step process to better social listening, so you can tap in to the conversations happening about your brand.
Using an example of a marathon runner in the market for new shoes, Lewis walks you through the different stages of effectively listening to what your customers have to say on social media.
First, you want to identify relevant data and behaviors: develop a “path to purchase” as Lewis calls it. Through identifying the different types of actions your customers take on social media before they make a purchase, you can get your message to them at the right time and using the right channels.
Next, you’ve got to invest in infrastructure to ensure that your system is able to capture, understand and act on this data. For instance, a marketer interested in tapping in to our marathon runner should set up a monitoring platform that can track keywords and people to find those interested in marathon training. This step also includes setting up a social media management system for scheduling relevant posts, and establishing quality customer relationship management.
There’s plenty of great tips in this infographic for businesses new to the listening part of social, so take a look below (click to enlarge):