As more brands focus on social media to drive discussion with their target audiences, PR professionals find themselves turning towards media intelligence to aid their real-time and long-term communication strategies. But what exactly does media intelligence refer to and why is it important? In today’s post, we’ll focus on the base of media intelligence: social media listening.
In a world where everyone has something to say, we often forget to stop and listen. Social media listening refers to identifying and monitoring online conversations. In short, if you take time to listen to what your audience is saying, you’ll be more successful in driving engaging conversations.
Depending on which social media listening tool you’re using, you’ll need a basic understanding of how to perform a keyword search. By identifying appropriate keywords for your brand, you’ll be able to cut out unrelated discussions and focus on what topics are important to developing and maintaining your PR strategy. Here are four examples on how to use keywords for social media listening:
1. Brand Mentions
Create a list of products, mottos and company events to track what people are saying about your brand. Then, break down the conversations by sentiment: positive, neutral and negative. A brand’s reputation is key to its success, especially in the digital world. The more you focus on what people are saying about your brand and why, the more informed your decisions will be when it comes to improving customer service or launching a new product.
To stay ahead of the game, you should always be listening in on your competitors. Who are they talking to? What trends are they involved in? What are they saying about you? Listen to your competitors’ shortcomings in the marketplace. Knowing what their audience dislikes will come in handy when shaping your sales strategy.
3. Trending Hashtags
In the digital world, hashtags and social movements can start trending around the world in the blink of an eye. Listen to what your audience is talking about outside of your brand mentions. Depending on what age group or demographic you’re hoping to attract, the trends may differ. Pay attention to what they’re posting with these popular hashtags as well.
Listen in on what influencers have to say, how the topic relates to your business and how far in the digital world their message goes. Note their tone and agenda, and observe how many followers they could potentially lead to your business. If you pay attention to their conversations now, you’ll be more prepared when you reach out to them with a partnership proposal.