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 $150 Off PR News' Social Media Summit

Social Media Summit with Taste of Tech 2015Join PR News at the Marriott Marquis in New York on Oct. 5 for the Social Media Summit, where expert communicators will share in-depth case studies from their social efforts. “Taste of Tech,” a unique element of the Summit, will feature partners who “get PR” and can help you make your social initiatives more impactful.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook

PRNews-Crisis-guidebook-180x150-sb

Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

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.