Social Listening Is More Than Vanity Metrics (Report)

SMBs use social listening to create deeper connections with customers and attract new ones

In the age of digital media, it’s not hard to acquire customer data. Indeed, every touch point between a company and customer is a wellspring of data, whether it’s a website, an email list or a social media profile. When brands listen closely, the insights they gain can be used to cultivate deeper engagement and attract new customers.

Business-to-business market research firm Clutch conducted a survey of 300 small and midsized businesses in the U.S. to explore what, why and where businesses are listening online. 85 percent of those surveyed were managers or higher, and 74 percent represented business-to-consumer enterprises, while 26 percent represented B2B.

According to the report, social listening means moving away from measuring social campaigns using vanity metrics and using social data to inform your strategy. Likes, shares, stream views and follows may look good, but they don’t create meaningful feedback. What’s more, businesses that only listen for their brand or product name miss out on relevant conversations among customers and prospects that could easily lead to conversions.

Magda Urbaniak, global community manager for social monitoring tool Brand24, noted:

People talk about their emotions and experiences online … Those who expect a reaction need to know that you’re there and ready to engage.

The results are positive for businesses using social listening, including receiving product feedback, attracting new customers and improved customer service. And there are other benefits, as well, primary among them fostering a community relationship between brand and customer. For more information, view the full report.

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