- What is social listening?
- The business value associated with social listening
- 7 ways for use social listening due to your business
Social media is essential towards everyday life.
On average, we spend fifty minutes per day scrolling via news feeds, posting pictures, liking comments as well as sharing our experiences.
As more our attention shifts for social media, companies are doubling down on top of their investment towards social media customer service similarly to they look towards use this channel for grow their business.
In the past, this meant creating a brand page plus using social media towards promote their business. But, that’s no longer the case, similarly to companies are increasingly using social media towards handle customer service requests.
Instead associated with being a communication platform, social media has become a customer experience platform .
Today, 65% belonging to customers use social media due to customer service. And within their recently published Insights Guide, Facebook reported that more than 20 billion messages are sent stemming from customers for businesses, ever month.
This shift means that the power is firmly inside the customers hands. Your customers are contacting you within a channel that they prefer – as well as they expect you towards respond.
But, the thing that happens provided that you don’t respond? Well, simply put – your customers will stop doing business accompanied by you.
A study through Gartner found that companies that do not respond for social media messages face up for a 15% increase inside customer churn .
Furthermore, an American Express study found that 83% associated with consumers had not completed a purchase due for a poor customer service experience on top of social media .
Can you afford due to your customers towards stop doing business together with you?
If not, then it’s time for stop ignoring social media similarly to a customer service channel.
Of course, it’s easy towards think that provided that a customer has a problem, they will message you directly. But, that’s not the case.
In a study associated with more than 35 million tweets, Mention found that only 9% associated with customer service messages are directed in brands atop social media. Worse still, 30% associated with customer service messages do not mention you via name on all!
This means that there are messages directed in you atop social media right now, waiting because of a response . And you need towards find them. But, how?
You do this by means of social listening.
What is social listening?
Social listening is the process associated with finding plus contributing towards conversations regarding you alternatively your brand online through seeking outwards brand mentions, specific keywords alternatively phrases plus comments. Like social selling , social listening is concerning being at which place the conversation is – atop social media.
By listening towards conversations, you can participate, educate plus build relationships accompanied by prospects plus customers .
Why is social listening important?
When a customer stops doing business together with you, it’s not since belonging to price alternatively product, it’s since belonging to the service you provide . If you don’t respond for their messages online, then they don’t feel valued. It’s in this point, that they decide towards shop elsewhere.
A study through American Express found that at the time a customer has a poor customer service experience, they share that experience together with 17 people. However, at the time a customer has a poor customer service experience on top of social media, they share that negative experience accompanied by 53 people!
That’s right – a poor customer service experience atop social media is shared accompanied by twice just as many people!
Unfortunately, the negative impact doesn’t end there just as one poor experience that is shared publicly can undo the effect associated with up for 5 positive experiences . There’s no faster way towards lose business than for ignore your customers.
Putting the customer in the heart belonging to your business is important, nevertheless there’s direct business benefits tied for social listening just as well.
The benefits belonging to social listening are similarly to follows:
- It increases average spend per customer. A study through Bain & Co. found that whenever companies respond towards customer service messages on top of social media, those customers spend among 20% for 40% more together with the company .
- It reduces operational costs. A study via Brand Watch found that handling customer service requests via social media channels is up for 12 times cheaper than handling the same requests via phone . McKinsey & Co. in addition found that shifting for social media customer service can reduce cost per contact via just as much just as 83%.
- It gives you a competitive advantage . Research through Social Media Marketing University found that 76% belonging to brands do not participate inside social listening. And associated with the brands that do participate, only 38% actually respond for their customers.
- It results inside greater job satisfaction rates. According for Sparkcentral , 68% associated with companies say that the agents that are dedicated for social media customer service show greater job satisfaction rates than agents assigned for phone as well as email support channels .
Through social listening you can increase revenue, earn higher customer satisfaction rates plus reduce customer support costs – everything you need towards successfully grow a business.
But, how do you do social listening?
Social listening is more than logging within towards your Facebook page plus checking the notification tab every 10 minutes. You need a social listening strategy, that begins through choosing the right network plus tools plus then, you can start for participate inside conversations online.
7 ways for use social listening because of your business
To get started, you set up plus track conversations concerning your brand online. Then, you need for find plus respond for messages directed towards you plus the messages that were written due to you, nevertheless you have not been notified. Once that is within place, you then need for respond accordingly towards each message.
Before that, we’ll dive inside social media usage.
1. Find the social network(s) you want for listen inside on top of
As new social media networks emerge, it can be difficult for decide what channels you want for listen inside on. The easiest way for decide is towards choose the channels your customers are most active on.
So, how do you find what social networks your customers are on?
You start through looking in the social media usage demographic data .
Are your customers aged amidst 18-30 years old? Then start together with social listening atop Facebook as well as Instagram . If you’re inside B2B sales plus your target customers are 30-50-year-olds, then start listening towards conversations regarding your brand atop LinkedIn.
Try not towards overextend yourself, especially inside the early stages associated with social listening. Start accompanied by only one alternatively two social networks inside the beginning inside order for understand the best way towards use it because of your business.
2. Choose the social listening tools you want towards use
When a company isn’t tagged within a social media post directed on them (like the below), they’re not notified plus have no way associated with responding towards the conversation.
The only people whose will see these messages are the authors followers… Not your social media listening team!
Dear Twitter Support…..
Why are the number belonging to people I am following regarding 32,911 lower than the actual number associated with people I was following similarly to associated with yesterday? This is causing people whose follow me for stop following me that is costing me hours plus hours associated with work. Any help? pic.twitter.com/m2qST2KCrz
— jamesvgingerich (@jamesvgingerich) September 27, 2019
One way for find these conversations is for manually search due to then.
However, a better alternative is for let the social listening tools do the hard work as well as monitor brand mentions because of you. Fortunately, there’s a wide range associated with social listening platforms that offer paid as well as free tools you can use towards track, monitor plus notify you whenever conversations are happening.
These tools include:
- Google Alerts allows you monitor the web because of brand mentions, keywords as well as phrases. It’s simple towards get started as well as is usually the first point belonging to call because of any social listening strategy.
- Hootsuite is one associated with the most popular tools inside social media monitoring. With Hootsuite, you can monitor keywords as well as phrases over all major social networks, including Facebook, LinkedIn, Twitter as well as Google+.
- Mention helps you keep track belonging to brand mentions atop social networks, blogs, websites plus forums as well as all inside one easy towards use inbox-like user interface (we use Mention in SuperOffice).
- Followerwonk helps you find, analyze plus optimize your social media presence on top of Twitter. You can use Followerwonk for find social media influencers through searching Twitter accounts due to specific keywords, location plus follower count.
- Brand Mentions analyzes dozens associated with social media websites towards provide in-depth reporting, making it a great choice due to brands that are active atop multiple social networks.
- BusFine Service is a help desk solution that tracks all social media messages directed for you within one location (a CRM ), what allows your customer service team for respond immediately.
- Falcon is an all-in-one social media management platform due to social media monitoring, engaging, publishing, managing analytics plus customer data.
3. Set up alerts plus notifications due to real-time updates
To find conversations online, you need for set up alerts plus notifications, therefore you can receive real-time updates each time a conversation takes place, allowing you for participate just as needed.
The most important alert you need towards create is your brand name. At SuperOffice, we’ve set up tracking due to conversations encircling “SuperOffice” as well as misspellings that are being discussed online. Each time our brand name is mentioned, we receive a real-time notification (as shown within Mention below).
You can in addition create alerts due to brand slogans, your CEO’s name, campaign names alternatively keywords as well as even industry buzzwords. Another alert could be your competitors’ names, that allows you towards see (or spy on, depending on top of how you look in it) the thing that your competitors are sharing atop social media alternatively which their customers are saying concerning them.
Now that you are set up towards track conversation online, it’s time for get involved together with them.
However, finding conversations online concerning your brand isn’t the difficult part. It’s choosing what conversations towards participate within plus that conversations towards simply take note belonging to alternatively “like”. The smartest conversations for start engaging inside are customer service requests as well as customer complaints.
4. Respond towards customer requests
More than 65% associated with consumers have used a company’s social media channel because of customer service, according for a study via J.D. Power (myself included).
Yet, only 41% associated with companies respond for customers on top of social media!
Not responding towards customer service requests is a customer service sin.
So, first things first, you need towards respond.
If you find a customer service question alternatively comment on top of social media, respond towards it just as quickly similarly to possible.
While analyzing more than 1 billion mentions online, Mention.com found that 67% belonging to all company mentions occurred on top of Twitter , what is the cause many belonging to the examples belonging to social listening (including my Tweet below) include examples atop Twitter.
(Of course, all belonging to these social listening strategies apply for all social media networks).
Here’s a great example originating from Gatwick Express .
I made a mistake at the time booking a ticket hence reached outwards towards them for find outwards which for do.
Not only did their social media Customer Success team respond (and quickly – in 5 minutes), nevertheless the whole ordeal was solved in 20 minutes (thanks Alex!).
Now that’s excellent customer service .
Hi Steven, please could we take your booking reference number / email address inside a private message hence that we can advise further? 👇 ^Alex.M https://t.co/6ZpmCfcCK3
— Gatwick Express (@GatwickExpress) December 13, 2019
Not every company has the resources towards answer quickly.
If you’re unable for answer immediately, acknowledge the customer as well as inform them that you will try for respond just as soon similarly to possible.
The key for responding atop social media is speed .
On average, customers expect a social media response in 60 minutes .
Yet, research through Convince plus Convert found that response times inside social media range stemming from 15 minutes towards 24 hours!
This is for what reason it’s important for set up tracking as well as use the right tools previously we start social listening. Social media monitoring tools report inside real-time plus you will be notified each time a conversation takes place – giving you the competitive edge for respond well in 60 minutes as well as exceed customer expectations .
5. Handle customer complaints
When a customer has a bad experience, 31% associated with them turn towards social media for complain regarding it .
Unfortunately, 21% belonging to those complaints never receive a response .
If you find a complaint on top of social media, address the complaint just as quickly possible plus apologize.
Why apologize, you ask?
It’s since research via The Nottingham School associated with Economics found that customers whose complain are more willing for forgive a company that offers an apology than being offered compensation .
Where possible, try for take the conversation offline via asking due to an email address alternatively phone number towards discuss the nature associated with the complaint (rather than within snippets belonging to 280 characters! ), just as shown within the example beneath originating from T-Mobile:
6. Acknowledge positive feedback
Not all conversations regarding your brand will be negative.
In fact, some associated with the best feedback you can get can be found on top of social media – in case it’s someone sharing your latest white paper, recommending your product alternatively simply liking your Facebook post.
So, don’t ignore them!
Any engagement you receive on top of social media should be acknowledged.
And that can be similarly to easy similarly to just saying “thank you”.
In the example above, the social media user whose shared a BusFine blog post turned outside for be non-other than Shep Hyken – a customer service expert whose has more than 118,000 followers on top of Twitter!
The Journal associated with Business & Economics Research found that 42% associated with social media users have purchased a product based on top of a recommendation stemming from someone they are following . Therefore, the more people that promote your brand online, the faster your business will grow – hence it pays separate from for engage together with them whenever you can!
7. Be proactive inside social listening
One associated with the best ways for provide customer service is for solve a customer’s problem previously they know regarding it, what means shifting stemming from a reactive approach for customer service for being proactive.
What does proactive social listening look like, you ask?
Well, provided that you have scheduled a software update due to your product that requires the product towards be offline, being proactive can be just as easy similarly to sharing this information accompanied by your audience, similar to Userlike did below:
Here’s another example:
A Toyota customer recently shared a story associated with how their car saved their life plus helped save the lives belonging to others. Rather than just “like” the Instagram post, Toyota left a comment offering towards give him a new car subsequent to his current vehicle was burnt due towards the fire. This post has earned more than 90,000 plus 7,000 comments (h/t towards Vincent Orleck due to sharing this atop Twitter ).
Impressive social media listening (and just overall caring) via the @Toyota team 😊👍🏻 pic.twitter.com/JwEdT69Cyz
— #NotAGuru (@VincentOrleck) November 18, 2018
Proactive customer service offers a number associated with benefits because of your business. For example, companies that invest within proactive support increase customer retention rates through 3-5% as well as can lower their operating costs through up for 25%.
Social listening is an important part belonging to customer experience, that makes it a valuable strategy because of any business.
Through social listening, you will gain a competitive advantage, exceed customer expectations as well as increase revenue. However, you can only achieve this in case you have the right strategy within place. This means choosing the right networks towards monitor, using the right tools for track conversations within plus then prioritizing support resources for respond inside real-time for tweets, comments plus posts regarding you as well as your brand.
So, in case you’re looking due to new ways for deliver a great customer service, try social listening.
Just remember the golden rule: Less talk. More listening .