Back to School Series: History
First chapter: history. This section will help create a plan that allows you to connect with the social conversations that already exist about your brand, sync with the social dialogs that attract your demographics, and archive important social interactions. Three simple steps is all it takes to up your social listening savvy. Ready to get started? Thinking caps on, everyone!
The first step is to socially backtrack. You want to compile as much information as you can to help inform how the conversation about your company has already been conducted. This helps us tap into the past experiences that we were previously unaware of, and build a composite of the brand’s reputation online.
If you had a hard time answering those questions, it’s a sign that some historical research would do your brand some good. Creating social benchmarks allow brands to connect with their customer audience in a more meaningful way by finding where online their customers are acting as brand advocates.
Once you find where these conversations are occurring, track this activity. Assess what media channels best accommodate your brand, and put a monitoring system in place that facilitates social listening. This includes tracking your brand name, product names, brand services, and conversation hashtags used by your target audience. By monitoring these conversations, your brand can create a “big picture” perspective of what is valuable to consumers and pinpoint discussions that are driving social impact.
If you're unaware of what social conversations are occurring or how to access them, brainstorm a list of relevant search terms and topics to help narrow your field of vision on your social platforms and directly reach your audience.
Thirdly, you must keep in mind that no two social interactions are alike. Sometimes, your brand will be receiving praise for the services and products they offer. Other times, feedback might be less positive. To keep yourself at the top of your social listening game, storing insights and archiving conversations becomes tantamount in maintaining informed social channels. Keep biographical information about your top social users. Archive notable conversations between users about your brand.
By laying this social groundwork down, brands are now able to insert themselves into the conversation, offering concrete insights to the customers and acknowledgement for your storytellers.
Now, Social Historians, you're on your way to establishing informed dialog with your customers. Looking to catch up with the entire series? We've got you covered. Want to read ahead? Download The Social Business Textbook.