How Social Listening Drives Results

Lauren HongAdvisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.

Content is king, but which type converts? Social listening is one step in answering that question. Brands use it to monitor social media for relevant information, keywords and conversations to gain insights from potential prospects. Social listening quantifies sentiment toward your brand, what content is garnering attention and common themes to address or leverage.

Is your content engaging?

Social listening is beneficial in building an engaging, intentional content-marketing strategy rather than just “winging it.” Brands typically look at likes and comments when measuring engagement. While social media algorithms that affect visibility favor those metrics, they do not offer a complete picture of how many people view your content or are interested in your services.

Wonder why your posts have more views than likes or comments? Viewing is the easiest, non-committal course of action for users, and is why 90% of users are lurkers who never contribute. But if your audience isn’t actively engaging, it could also indicate your approach is not resonating with them due to the topic, delivery, or posting too little or too much. For example, overlooking the use of video could be a missed opportunity when 50% of social media users say they prefer it over other types of content.