Social Media Listening Strategies for Executives

Instructor: Beth Hendricks

Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.

Social media isn't just a place to be social, but a place to listen as well. In this lesson, you'll learn more about social media listening strategies you can implement as part of your organization's social media marketing.

Listening Ears

A lot of people think of social media as a place to be, well, social. But, have you ever considered the benefit of being quiet and ''listening'' on social media?

Fashion brand Kate Spade has adopted a listening approach to its social media marketing. By taking a look at four million-plus conversations happening about the brand on a variety of social networks, the brand is able to take customer needs into account when designing, selling, and providing customer service. The strategy has paid off, resulting in a bump for Kate Spade's business after a period of less-than-optimal performance.

Social listening, the process of monitoring the conversations about your brand, your industry, and your competitors taking place in social media networks, provides numerous benefits to a company. It gives you an opportunity to take the pulse of your customer base (Are they happy? Mad? Frustrated?) while solving their problems, obtaining feedback about what you're doing right and wrong, attracting new consumers, and improving your customer service. In short, it's kind of like a permissible form of eavesdropping that can improve every aspect of your business.

If you're saying to yourself, ''I barely have time to post on social media, let alone listen to and monitor what's going on,'' take heart. In as little as 15 minutes a day, with the right tools and strategies, you can gain valuable insight that will benefit your organization.

Social Media Listening Best Practices

Let's look at some strategies for implementing social listening into your social media strategy.

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