7 Objectives for Listening to Your Audience on Social Media


social media listeningIf social media is a way to converse with your audience, then your strategy is only as good as the way it engages your audience. Carefully planned, creative, great content that misses the mark with a particular audience segment really isn't great at all. Listening has to come before content creation.

Every good conversation starts with listening. The ability to listen and monitor your social channels enables you to gauge what content is working and what needs adjustment, improving workflow along the way.

But what are you listening for? It's easy to say that listening is important—identifying the objectives for that listening are a bit more difficult.

This morning at PR News' Social Media Summit at the Grand Hyatt in New York City, Lauren Friedman, head of social enablement at Adobe, shared 7 different objectives for listening to your audience on social media:

  • Radar: Early warning system on product quality or service issues
  • Learn: Learn keywords customers use to fine-tune search engine optimization (SEO) and search engine marketing (SEM)
  • Track: Track conversations through the lifecycle of a campaign
  • Identify: Identify sites, key opinion formers and peer influencers for engagement
  • Support: Provide information or answer questions where consumers are online, such as forums
  • Ideation: Attain ideas to innovate products, services and marketing
  • Connect: Connect with industry influencers and build relationships

Follow Brian Greene: @bwilliamgreene


1 Comment

avatar

About Brian Greene

Writer/Editor, PR News



Deals of the Week

Get $200 Off PR News' Digital PR Conference

 digitalpr2015-180x150_updated
Join us June 1-3 where you'll hear from top brands such as Walmart, Miami Heat, Verizon and Ritz-Carlton on PR and communication best practices for the next wave of digital trends.

Use code “200off” at checkout to save $200 on the regular rate.

Get $50 off PR News' Book of Employee Communications

employeecommunications-180x150

In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.