There are two parts to every conversation: talking and listening. With social media, the former gets most of the attention, while the latter is really the secret to success.
Social listening is the process of monitoring social streams for content and comments relative to a specific topic of interest. It is essential to engagement with the right people, as opposed to random conversation with whoever happens by.
For B2B brands, social listening is a powerful tool to understand markets, trends and competitive issues – all factors that inform decisions about positioning and brand strategy. This is also a tool that is drastically underutilized, with recent research by Satmetrix showing that 67% of businesses have no social listening system in place.
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