There was a time not too long ago when dissatisfied customers took their complaints right to the top of a company, emailing or even calling to voice their problems to the highest in charge.
These days, though, they skip direct contact altogether and, instead, shout it to not one person, but to the entire world via social media. And that’s why, since your customers are no longer telling you their pain points and critiques or even what they love, you’ll miss out on some important feedback if you’re not on top of the game.
This is where social listening comes in.
Social listening: A crucial part of your digital marketing strategy
Social listening is how we monitor and respond to online conversations to understand what customers are saying about our brand and industry online.
For example, plus-sized women’s fashion retailer Lane Bryant’s #ImNoAngel campaign knows what it’s all about. They’re in tune with not just the fashion needs of their customers, but also the psychology and desires of how their customers want their fashion advertised and represented to them.
After the backlash against a recent Victoria’s Secret ad campaign that presented insensitive marketing tactics focused on an unachievable “perfect body,” Lane Bryant retaliated with their #ImNoAngel tagline, promoting the idea that sexy is more than just body size. Body acceptance and body positivity are desired by all women—shoppers of Victoria’s Secret and Lane Bryant alike.
By listening to your audience this way—both for good and bad—you’ll hear honest feedback that can be illuminating for your company, especially in terms of how you can better your strategies.
You’ll also spot patterns and learn who your customers are and what they want and desire from you....
This content is available to IABC members only. To continue reading, log in below.