For those of you charged with managing and measuring social media programs, you probably realize there are countless tools at your disposal. The landscape is quite crowded and can often be complicated to navigate. We often hear from customers about the different roles that social listening and analytics play. Despite the murkiness between these core social media functions, we think of listening, engagement, and analytics as three interconnected parts of your program.
Social listening is the practice of identifying engagement opportunities and monitoring brand perceptions.
Engagement is the way you interact with and respond to your audience.
Analytics and reporting are how you bring the data together from your engagement and listening activities to report on outcomes and tell a story.
Tying these elements together ensures you get a complete social media picture, and provides the necessary pieces to tell a cohesive story. This can be seen across the different social media use cases:
By listening to the social conversations around a campaign or program, you are able to see how consumers react, proactively respond to feedback, and make real-time campaign adjustments. Deeper analysis, based on campaign metrics, is necessary to evaluate and report on the overall success of a campaign. Putting context around the campaign allows you to compare it to others and extrapolate learnings for future iterations.
Listening and understanding what customers are saying, and quickly responding to their feedback, presents the opportunity to improve negative situations and capitalize on positive ones. Reporting customer satisfaction trends over time and tracking how reality stacks up against goals, will provide a complete picture.
Monitoring how your brand is perceived can identify opportunities to engage with consumers and better understand their attitude towards your brand. Utilizing analytics can help measure changes over time and identify success metrics that drive you towards the perception your brand is aiming for.
Listening to how consumers see your brand compared to how they view the competition, can identify both successes and opportunities. Analyzing how your social programs perform against others in your market, gives tangible data points for establishing industry benchmarks and setting competitive goals.
Simply Measured provides the analytics you need to round out your social media reporting on your engagement and your listening. To get started, either sign up for a free trial or try one of our free social media tools.
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