Source | LinkedIn | Sateesh Hegde | EdTech/Customer Success/SaaS/B2B/B2C/Digital Marketing/Growth
According to the study done by ‘Search Engine Land,’ 88% of the customers googled for the details of the product before making a purchase. 85% of the customers check up to 10 reviews before making a purchase. The momentum of using google to check the availability of solutions, checking for product reviews, asking the people to suggest or recommend a solution or a product has become a common practice. Customers openly express their opinion on various products and services of companies on social media and their opinion matters. We all check for product reviews on Amazon or check for Hotel reviews on MakeMyTrip before making a purchase decision. The power of social media can influence the growth of the company to a large extent and we all need to listen to social media carefully.
“Social listening (or Internet monitoring) is the activity of collecting content from the Internet with a tool, based on predefined keyword(s). In other words, social listening enables a user to find out what is being said on social media and other online platforms.- BRAND24”
The following are the advantages of social listening.
1) Generate Leads – It is no wonder that if you type ‘ Villa plots in South Bangalore’, within minutes you get a call from a real estate agent. People ask for the recommendation or suggestions on social media and ‘ Can anyone suggest me’ is a trending phrase in google search. People are looking for suggestions on social media and it is very important to give an ear to the voices to check whether your solution is an answer to those questions.
2) Brand Image
Remember the saga of Nestle? The story started with a social media post in Poland and the snowball effect affected the reputation of the company. It is very important to understand what is the sentiment of the people about your product. Text Analysis and Sentiment analysis are the two interesting parameters that can give you great insight into your brand image.
For example, I checked the sentimental analysis of a well-known writing tool and found that 33% of the customers are talking positively about the tool. However, there is a 3% increase in the negative sentiments and 20% of the customers are talking negatively about the solution which the company needs to focus on.