In a nutshell
Social listening means paying attention to voices on social media and using them in your operations and product development. It covers not only replies to your own account, but also posts that don't mention your name and topics across the whole industry.
What to listen for
| What to listen for | Example | How to use it |
|---|---|---|
| Your company or product name | "Bought the bread from ___ again" | Make what people like a theme for posts |
| Problems | "The parking lot is hard to find" | Improve directions, explain in posts |
| Similar businesses or nearby fields | A popular promotion at another shop | A reference for your own promotions |
| Industry topics | Seasonal trends, rule changes | Posts that fit the time of year |
What matters is not collecting but reading and changing something. Don't stop at counting. If you record "what we changed in response to this voice," the effort will last.
How to start in a small company
You can start without a dedicated analytics tool. Once a week, search each network for your company name, product names, and combinations of your area and type of business, and jot down the voices that catch your eye in a table. That is enough. Shop names have abbreviations and spelling variations, so search with several forms. If you fix the search words and the day of the week, the work continues in the same way even when the person in charge changes.
Keep the voices you collect, good and bad, in the same table. Link what people praised to post themes, and link problems to improvements in your shop or website.
When your official account responds to a voice you heard, remember that the other person did not speak to you. If you suddenly reply to a complaint written without your name, some people feel they are being watched. The thinking on replies is in Rules for replies and DMs, and what to do when criticism spreads is in Preventing and handling a social media backlash.
In SNS TOWN
SNS TOWN has no feature for collecting voices by keyword across all of social media. Reference accounts, which reads the recent posts of accounts you choose and summarizes their tendencies, and Auto replies, which reads replies to your own posts and responds, take on part of the work of listening.
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