Yesterday, I shared information on how to get started with social media listening, what to listen for, and the types of information you can gain from listening. Now that you have an idea of what your customers and prospects are saying, what are you going to do with all of that information?
Well, that’s when the good stuff happens! The insights you’ll get from social listening will help you:
- Build your social media marketing strategy – you’ll have more insights about your audience, who exactly is participating in social media, in which social channels the conversations are happening, how frequently and actively are they posting, and what they are talking about.
- Have a dialogue with customers and prospects – you want to do this carefully, thoughtfully, person-to-person, and with a customer-service mentality, but participating in social media conversations gives you the chance to thank fans, find prospects, help those with problems or questions, discover problem areas you might otherwise have missed, and build better relationships with your community.
- Share what you learn with the rest of your organization – product feedback will be useful to your support and development teams, lead opportunities will get sales excited, your executives will want to hear about emerging trends and what kinds of business problems customers are looking for technology to solve, and marketing can see the traction that offers and marketing campaigns are getting.
As an example, here’s a situation where we were getting feedback via social listening from customers about challenges with firmware downloads. We responded to this disgruntled person (who clearly was appreciative of our efforts), but it also led us to put a temporary fix in place to make the experience easier while we worked on the longer-term solution.
Here at Cisco, we have a central Social Media Listening Center where we are continually tracking mentions of the company, key technology areas and events. It functions as a command center to route questions, issues or even potential leads to various teams across Cisco (many of whom are also doing their own ‘deep-live’ listening work for their specific area of expertise). We also can launch listening centers for special events, including our recent listening center in London for the 2012 Olympics.
We’re also eager to share some of our social listening highlights with you, our partners! Each month, we’ll be posting a summary of what we are hearing from our Social Media Listening Center in our partner community (requires CCO login) so that you can see what Cisco technologies are being talked about the most, where in the world the mentions are originating from, if the conversations are positive or negative, and what key messages are resonating the most on the social web for that month. We hope it’s useful to you as you are doing marketing planning, watching for key trends, and building your own social listening strategy!
Are you doing social listening? We’d love to hear more about what you are hearing on the social web. And tell us if these Cisco social media listening reports are useful to your business!