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4 reasons agencies should usesocial listening

2020has beenan incredible year of transformation.In a growing number of cases, the brandsweall know and loveare beingcalled uponto play an even more significantpart in shaping the worldwelive in.

In more ways than ever beforeagenciesneed a better wayto listen.As we showed inourlatest report on the industry,agencies that employ social listeningare able to help clients buildhigher value, knowtheirmarketplace, and producebetterwork.However, those who opttoignore itarebeing forced to use thesame old heuristics , and their instinctsand intuition.

Stillnot convinced?Here are four good reasons why youragencymust invest in social-media listeningnow.

1. Finding valuable consumer insights

Intoday’s highly connected world companies mustbeaware of their consumers’ desires, goals,and views.

Case in point: thebiggest topic of discussionfromthe digital marketing agency report washow brands interactbetweenconsumer insights and brands.Consumers are expressing their concerns about the issues thatagenciescan solve as they becomemoreloud than ever.

Conversation Clustersan easy-to-use datavisualization toolthat will help youquickly uncover, understandandvisualise the context surroundingevery topic in a singleglance.

In conjunction with social listeninginformation, agencies can assisttheirclients to developgreater, more meaningful relationshipswith their clients.

Social listeningallows agencies to finddata points that givethem anadvantage.It could provide asolution toa problem inan area of a population that is under-represented or an innovative angleon a product forthe creation of a compelling pitch.

For one agency this was a creativereaction to a trend of lockdowns.Utilizing the hugesuccess of the videogame Animal Crossing: New Horizons, Ogilvy Toronto delivered oneof the most influentialcollaborations oftheyear.The game’s playershad the opportunityto exchange their turnips -one ofthe game’s most valuable objectsfor food – into actual food donations(atotal of $25,000 worth).

Ultimately, agencies that use social listening to gather consumer insights are better placed to frame their client’s goods and services in a contextually-relevant way.

2.Bettermeasurement

Until the advent ofsocial media, the majority of advertisingand communications agencies relied onthe bottom line metrics such as salesto measure the effectivenessthe effectiveness of campaigns.While there’s nothing fundamentallywrong with this,it’s a bitofa blunt instrument.

Nowadays, agencies requiremore flexible ways to modelanddocument the value thattheygenerate fortheir clients.Listening carefully to social mediaallows your agency to have morecontrolover campaigns for clientsand instant feedback from multiplechannels.This also allows you to categorize stratify, categorize, and prioritizechannels thatoffer themost valuable data you require.

To begin with, forinstance, you can getan overviewof the effects of acampaign or hashtagortalk point withan engagementmeasurement like thepotential reach.After that, you cango deeper.The ability to concentrateon valuable streams of datafromFacebook, Instagram, Twitter (plusan array of otheroffline sources)will give you a fullview of how customers feelregarding your company and their creative.

It is possible to find outwho’s talking about what and -most importantly, howtheythink about your clientsby using a method like an analysis of the sentiments, can bean excellentillustration of how effective typesoffeedback via social listeningwill help companies stay on top of things.Our report on industry trends foundthat there was a direct correlation between thepositive feedback for an advertisementcampaign such as Nike’s “You’ll Neverstop Us’ adand sentiment for the agencythat created it, forexample(Wieden+Kennedy).

Topic analyticscan help you detectconnections between different topics, and giveyou a powerful visual waytoconvey important relationships.

3. Crisis management

The voice of the consumer is louderthanthey’ve ever been.Plus, that voicecan be heard across the globe,inreal time.

As you would expect,crisis management is a keypart of listening to social media.The agencies that recognize problems beforetheyoccur will have an edgeover theircompetitors.They alsosecure their clients more effectively.

An effective strategy of social listeninghelps agencies in a wholerange of crisis management scenarios.Problems with defective products becomereal-time conversations that address problems collect information, identify issues, andresolve negative attitudes.Sudden shifts in public opinionbecome manageable.Feedback on creatives that are not well-received becomesa guide to adjust onor, inthe case of serious issues seek a new direction.

In the end, social listening can helpagenciesbecome guardians ofbrands theyworkwith. Itkeeps clients informedof difficulties they mightnot have noticed, and also provides theinformation needed to createan informed and measuredresponseas a collective.

4. Competitive intelligence

Our report on industry trends for agencies examinedthechallenges facing the marketin 2020.As the pandemic plunges globaleconomies intouncertain waters, agencies aresearching for ways to inventandexcel. Competitive intelligence isamongthem. Inthe simplest sense, social listening tools lets youget into the most importantconversationsthat people aren’t having withyour company.

Yourcompetition hasdifferent strategies and methodsto be successful.Similar toyou, they’veput intime and money building them.Through social listening, companiesare able to participate in critical discussionsabout the factors that makedifferent brands are successful:

• What is the reason for the popularityof aspecificcampaign?

• How do brands harnessspecific media in order to makethemostimpact?

• How do you compare yourselfon the other side of the coin?

With a dependablesocial listeningplatform that is able to gather competitive intelligence, it can beintegrated seamlessly into your go-to-marketstrategy. Without it your organizationis forced to take actionwithout all the information neededin navigating an ever-changingworld.IfDarwintaught us anything it’s that onlycreatures that adaptremain.