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With a social media listening strategy (and the right tools), brands can track and analyze these conversations. Think: Consumer feedback, brand mentions, competitor mentions, industry trends, and more.
The result? Creating products and a customer journey that consumers freely rave about.
And that’s just the tip of the iceberg. Here are some ways social listening and customer advocacy work together:
Spotlighting this authentic content not only acts as a trust signal for prospective buyers — it’s the first act in a new wave of brand advocates.
Tip: Spot an influencer gushing over your brand? Teaming up with those who already love what you do make for the most authentic, impactful partnerships!
Through Slack’s beta program, those who opt in get updates before they become available to the general public. And if they have concerns or suggestions, they can submit them to Slack’s team as feedback.
Your social listening insights will give you hints for what makes the most sense for you and your brand. From there, you can develop feedback implementation processes and improve relationship management.
Do it right, and you’re on track to become a customer-centric, advocate-worthy business.
And if you want to take social listening to the next level, our upgraded listening can show you sentiment over time, top influencers in your space, audience demographics, and much more. Interested in a free demo? Book one now.
Take menstrual brand Marlow for example, who sprung into action amidst internet-wide tampon concerns.
The opportunity was two-fold: Confirm their customers don’t have to worry about their products and spotlight positive brand reviews for the ultimate stamp of approval.
The takeaway? A brand that addresses their customers’ concerns head-on is a magnet for loyal supporters.
In the case of customer experience, Grubhub doesn’t mess around.
Because when food delivery became an essential lifeline during the global pandemic, concerns like driver safety, disinfection protocols, and cost were all the talk of the (virtual) town.
The company’s plan of action? Use social listening to understand how they can best keep their community safe, fed, and happy.
To put hungry quarantiners at ease, and position themselves as the food delivery service among competitors, Grubhub implemented programs to help customers save money and order food safely.
And as the year came to a close, Grubhub proved the value of social listening on the other end of the scale.
In other words: They embraced their “Belly Dance” TV ad’s transformation into a viral meme.
The team first created memes inspired by the post that garnered a record-breaking 651K engagements for the Grubhub X account. Then, they launched the #DeliverTheRemix contest, asking followers to help choose the next song in the “Belly Dance” spot.
Think you can make a commercial better than us? Prove it. Add your own music to it or suggest a song, then tweet it with #DeliverTheRemix. You could have your song featured in our commercial and win a YEAR of free food.
HelloFresh is proof that when it comes to brand advocacy, social listening is the missing ingredient.
Before, the team spent long hours manually monitoring and analyzing data, and missing important mentions where the brand was not directly tagged.
As the company grew, the meal kit provider invested in social listening to monitor the reputation of their brand, analyze customer feedback, and measure the performance of its marketing initiatives.
Trust (yup, you read that right) — they discovered they could:
Increase brand mentions by 20% across the world
Shape their social messaging based on feedback to maximize engagement
Increase mentions in a target market, UK, by 42%
How did they do it? When the campaign became a top story, Cargolux and partners kept their finger on the pulse to keep the social media conversation going and capitalize on the event.
TL;DR: To become a brand that your customers want to shout about, you have to show that you understand them inside-out. Only then can you meet their needs, develop a strong consumer-brand relationship, and become their preferred brand.
Luckily, you’re equipped with the building blocks to tackle social listening and your growing pool of customer advocates.
Your final task?
Discover valuable insights you can’t find anywhere else with Hootsuite Listening. Get started managing all your social profiles in one place with a free 30-day trial.
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