{"id":1865,"date":"2019-05-22T16:00:00","date_gmt":"2023-10-18T16:00:35","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=1865"},"modified":"2023-10-18T17:35:38","modified_gmt":"2023-10-18T17:35:38","slug":"social-listening-isnt-passive-task","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/social-listening-isnt-passive-task\/","title":{"rendered":"Don\u2019t Be Fooled \u2014 Social Listening Isn\u2019t A Passive Task"},"content":{"rendered":"\n

It\u2019s a scene that has played out in countless retail stores, countless times: an associate is dutifully stocking shelves on one side of the aisle, when suddenly they hear customers in conversation on the other side. \u201cI hate this store,\u201d one customer stays to the other. \u201cI can never find anything.\u201d<\/p>\n

Even if you don\u2019t work in the retail sector, you know what\u2019s supposed to happen next. The store associate should come around, acknowledge what they overheard and offer to help the customer find whatever it is they\u2019re seeking. This is common sense in real life, but when companies do a similar kind of thing with social listening tools, it doesn\u2019t always get applied.<\/p>\n

Social media changed everything for customers in almost every business category, because almost overnight it became possible for them to talk to one another about what kind of experience they were having with a vendor. This was true no matter how far apart they were spread out by geography, role or any other factor. Services like Facebook, Twitter, LinkedIn and more recently Instagram have become hotbeds of discussion about all kinds of businesses. Sometimes the discussions are positive. Sometimes they\u2019re not.<\/p>\n

Of course, social media has caused a lot of change among businesses too, but social listening tools allow them \u2014 if they use such tools to their full potential \u2014 to go beyond merely trying to \u201ctalk\u201d and get attention but get real-time feedback about what customers want<\/a> from organizations and their competitors. Social listening gives organizations a unique window into perceptions about everything from their brand to their products and services and even the kind of people they might want to hire next.<\/p>\n

Unfortunately, social listening<\/a> doesn\u2019t provide a lot of value if companies don\u2019t act quickly on what they hear. Similar to a member of the sales team getting a hot lead and then failing to follow up, social media conversations often deal with issues that need to be addressed right away. The companies that do the best job in this area not only diffuse conversations that put their brand in a negative light, but can successfully steer the dialogue towards a more positive outcome. This can include more sales, a clearer understanding of a brand\u2019s promise and (when all goes well) kudos to its customer service<\/a> team.<\/p>\n

If you\u2019re new to social listening<\/a>, talk with your team about some of the following guidelines and how you can tailor them to the processes and procedures you\u2019ll put in place for your company: <\/p>\n

1. Get beyond the \u2018what\u2019 to the \u2018why\u2019<\/h2>\n

Notice we don\u2019t simply refer to this activity as social monitoring. That term implies that a company is just automating the process of collecting mentions of its own brand name on social platforms. In other words, you\u2019re learning what\u2019s being said, but not necessarily the causes of those conversations.<\/p>\n

Social listening goes beyond the \u201cwhat\u201d and gives organizations an indication of the \u201cwhy.\u201d A surge in negative comments about your recently-launched product, for example, could be tied to a recent change in price, or the fact that it has been out of stock for a period of time. Another company might be mentioned more positively on social media, but not because of what customers purchased. Instead, it might be what their CEO said in a recent interview about an issue they care about.<\/p>\n

These nuances matter, because they help provide clues into the most appropriate way of responding. Before these scenarios come up, try rehearsing a few of them with your social media team. What kind of response would they make in a face-to-face encounter? How might the tone need to be adjusted for those reading online in a public forum? <\/p>\n

2. Aim for the most authentic (but advantageous) exchanges<\/h2>\n

Depending on what you hear through social listening, there might be one or more opportunities that present themselves, any or all of which could help your organization in some way. Staff should be trained to recognize and act on these, even as they deal with the immediate situation.<\/p>\n

No matter what\u2019s being said, for example, some standard rules of thumb apply. If there were mistakes, errors or other factors that led to a bad customer experience, demonstrate you recognize their feelings and that you appreciate learning about them. Look for ways to solve their problem. Encourage them to move to a more appropriate channel, like a direct message, email or phone call, if necessary.<\/p>\n

Beyond that, however, look for the wins, especially if your brand isn\u2019t coming under fire on social media. Is someone singing the praises of a competitor? Acknowledge their good points, but also feel free to point out where you match or surpass them on features, pricing or some other factor. Is a particular news item the talk of Facebook or Twitter? Offer your firm\u2019s take (assuming there\u2019s a natural fit or reason for you to weigh in). Are customers wishing for a particular kind of personal touch? Don\u2019t be afraid to encourage them to learn how your organization is committing to delivering that exact experience \u2014 or better. <\/p>\n

3. Turn real-time data into long-term value<\/h2>\n

Although you shouldn\u2019t be passive in your use of social listening, you should also take time to continuously evaluate how you\u2019re using the information you get after the fact. That\u2019s the only way you\u2019ll really be able to improve, after all.<\/p>\n

Think about conducting a sort of social listening \u201cpost mortem\u201d at a cadence that makes sense for your organization and its goals. What were the top comments or topics that got your attention? What kind of conversations emerged with customers as a result? Where did it lead \u2014 whether it was a sale, a PR disaster averted or even a boost to something like a customer satisfaction score?<\/p>\n

Much as smart leaders replay their decisions and fine-tune their approach, your use of social listening tools should involve constant iteration, optimization and then \u2014 as you start to see your business prosper as a result \u2014 celebration. <\/p>\n<\/p>\n

<\/span> <\/p>\n","protected":false},"excerpt":{"rendered":"

If you\u2019re new to social listening, talk with your team about some of the following guidelines and how you can tailor them to the processes and procedures you\u2019ll put in place for your company:<\/p>\n","protected":false},"author":1,"featured_media":1867,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[3],"sf_content_type":[],"coauthors":[2],"class_list":["post-1865","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-marketing"],"yoast_head":"\nDon\u2019t Be Fooled \u2014 Social Listening Isn\u2019t A Passive Task - Salesforce<\/title>\n<meta name=\"description\" content=\"If you\u2019re new to social listening, talk with your team about some of the following guidelines and how you can tailor them to the 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