There are more than 1,000 companies that will do this for you in a contextual and efficient manner. Two examples are Listen Logic and Radian6.
No matter which alternative you choose, free or contractual, I cannot stress enough the importance of listening as a first step in your journey to Social Media success.
Once you have achieved an understanding of the basic insights about your brand and company and its environment, you will understand the Social Media landscape as it relates to your objectives. You will be able to prioritize issues to monitor, and youll know where and how to focus your efforts.
Benefits of listening:
– Review/confirm your brand positioning.
– Understand your customer and what your competition is doing (or not doing).
– Identify their favorite Social Media Forums.
– Help develop and fine-tune your objective and strategy in real time.
Just by doing the above, you’ll be way ahead of the pack, a competitive advantage in itself. A study by MarketTools conducted earlier this year revealed that 94% of companies do not yet use social media channels such as Facebook and Twitter to gather customer feedback, despite consumers’ growing engagement with these media.
The study found that the most common ways companies gather customer feedback are email or online surveys (51%), formal phone surveys (28%), and informal phone calls (28%).
Following this basic step into social media research will build a strong base with which to follow the road map towards engagement, also known as creating increased customer value and loyalty.
In my next blog post, I will take you through the next steps. I also invite you to email me at [email protected] with your most pressing questions about marketing. Every week I’ll select one or two of the hottest topics and respond through this blog or by email.
Cuban born, Puerto Rico raised and U.S. educated, Jesús Grana is a strategy and marketing professional with 20 years of CPG, Technology and Worldwide marketing experience. As a consultant, he is actively learning and testing Social Media strategies and tools to truly understand its capabilities and assist his clients focus their efforts toward real performance and away from the fads and hoopla. You can read more about him and his marketing thoughts in his blog at jrgrana.com.