What Is Social Listening? How to Act on What You Hear

May 29, 2024

If you're in a creative business and have ever created content, you know how important it is. But you probably also know sometimes dry spells and failures come with content.

Every business wants to read our audiences’ minds to understand their pain points, needs and meet their expectations with relevant solutions. But how do we do that? 


Enter social listening.

While it's not entirely possible to find out all about your audience, social listening gets you very close to what resonates with them. It helps you improve your content, refresh ideas, and provide high-quality solutions to all your customers' challenges.

What is social listening?

Social listening is a two-way process to understand the conversation surrounding your brand online. This includes collecting and analyzing data from all the different channels that talk about your brand, including websites, social media networks, online forums, and more. 

This simple awareness technique helps you understand your customers’ problems and what you can do to resolve them. You can think of it as a research process about your target audience and how they perceive your brand.


Why is social listening important?

Social listening gives your content the edge it needs to succeed. It helps you understand your audience better. Here are some of the reasons why social listening is important:

  • It helps you lose confirmation bias. Social listening dispels a predefined idea of ​​your brand. Real customers talk about it online and most likely share their honest opinion.
  • Helps create happy customers. If you don't interact with your customers, can you really know if they’re happy or facing problems? Social listening provides customer feedback, which is paramount in building a good customer experience.
  • Gives you new content ideas. Content creation is tricky, but it’s one of the crucial pillars for your brand’s growth. As you grow, your audiences and their priorities can change. If you practice social listening, you can develop new products or services, provide useful content, and solve your audience's problems. You can further repurpose this content via social media, podcasts, videos, and more to get the most of it.
  • Puts down fires before they happen. You can stop a predictable crisis and address it promptly to maintain your brand’s image with social listening. 


6 social listening strategies

As our daily lives shift online, consumers interact more with well-known or established brands because they trust that they offer the right product or service. Developing a comprehensive and actionable social listening strategy is key to building potential customer relations and customer trust.

Here are six social listening strategies to get you started. 


1. Monitor competitor content

Keeping an eye on your competitors is just as important as monitoring your brand. That way, you'll know how to adapt to new business moves, spot content gaps, and create relevant content. Analyzing your competitors' content will help you identify unaddressed or poorly addressed user problems and guide your social listening strategy toward understanding how your product or service can be a potential solution for them.


2. Have one-on-one customer conversations

Personalized conversations are common in the user experience (UX) community, but other sectors overlook them. A personal conversation with your customers can help you identify their pain points and offer solutions. Set up a routine call with your customers if you have the right resources. Ask them about their experience with your offerings and how you can improve them.


3. Read your brand’s reviews online

If you read a negative review about your brand, does it make sense to respond and participate in such conversations, or is it better to ignore them and move on?

Many companies ask for reviews but rarely tackle or respond to them. Your customers are people, and they understand mistakes happen. When you stand by your mistakes and offer better solutions, they appreciate your approach and may return to you.


4. Engage in meaningful conversations

Social media is no longer a one-way channel. You can now use it to talk to your customers, answer questions, and respond to comments. 

Your social media content can trigger reactions, comments, reposts, or even viral trends. This gives you more insight into your target audience – what works and what doesn't. You can use this information when creating new content, advertisements, and publications.


5. Answer customer questions

Not sure what kind of content to create? Just think of it as an answer to your audience's questions.

Proactively listening to your audience’s problems can help you generate plenty of ideas for new content. You can do this through one-on-one customer conversations. You can also answer them through your blogs, social media platforms, and websites.

For example, if someone wants to learn how to pack a bike for international shipping, it’d be beneficial for readers to have a guide explaining how to do the job. While this isn't always conversion-oriented, it can be informative and educational.


6. Track online forums and answer questions

Traditional advertisements no longer work for most of the customers. For example, someone looking for consolidated shipment may turn to alternative channels like online forums to find unbiased information about the process and may find a suitable service offering consolidated shipment. This may include complaining about a product that doesn't work or raving about a product they love.

 Keep an eye on these pages to know your audience’s preferences.

Channels like Reddit and Quora allow your customers to express their opinions. If you monitor and filter out the relevant conversations, you can interact with your target audience, address their concerns, and offer solutions.


Social listening vs. social monitoring – what’s the difference?

Although considered similar, social listening and social monitoring differ significantly. Social listening focuses on “what is being said,” while social monitoring focuses on “who is saying it and how often”. 

Social monitoring focuses on: 

  • Social data and what to derive from it 
  • How often your brand is mentioned on forums or social media 
  • Whether people link to your social media accounts or your website

This is usually done through social media monitoring software to track and gather all relevant information through various online channels.

Social listening focuses on your target audience’s questions and issues to help you get insights from the data collected via social monitoring. Social monitoring enables you to capture the buzz around your brand, whereas social listening helps you understand the reason behind that buzz.

To sum it up, some of the main differences between the two are:

Social listening

Social monitoring

Qualitative method

Quantitative method

What is being said?

How often is it being said?

Why is something happening?

What is happening?


Benefits of social listening

Several customers mention your brand, product, or service and their experience with it. Most importantly, they rely on similar mentions when researching purchase options. Not just customers, many companies turn to review sites like G2 when looking for a new tool or software. Below are some key benefits of social listening.


Customer advocacy

Let's face it. You can’t have meaningful relationships with all your customers. But you can build good relationships with some of them and turn them into true brand advocates. By practicing social listening, you identify the customers who already love your product and let them do the talking.


Real-life QA of your product or service

Quality assurance (QA) is an extensive process. When you have a product or service, QA never stops. Anytime you roll out a new feature, the chances are it won't work properly, or your customers just don't like it. You need to listen to what they say about it and offer scope for improvement.


Community building

You can also use social listening to create stronger and more connected communities. By listening to online conversations and recognizing patterns, you can give your users the answers and content they’re looking for.

For example, if your customers are constantly asking certain questions, such as “What is on-demand delivery?" you can provide them helpful content on your blog, social media, newsletter, or through other communication channels.


Customer acquisition

Customer acquisition (CA) is crucial for creating a successful product. Attracting a constant stream of new users while keeping the existing ones satisfied ensures growth. But customers are often your biggest advocates and the driving force behind UA. By enticing them to share positive experiences and leave reviews, you can increase your brand’s visibility and drive user acquisition across multiple channels.


Social listening metrics

The easiest way to measure social listening is through social listening metrics. Social listening metrics track customer engagement and behavior and help further your social listening strategies. Some of these metrics are discussed below.


Share of Voice (SoV) 

Share of Voice (SoV) compares how much value your brand holds in a market with your competitors. The number of mentions or total reach tells you part of the story, but SoV gives you an enhanced perspective. It can show you when your brand awareness is changing and growing.


How is SoV calculated?

SoV = Number of mentions of your brand/Total brand mentions x 100


Sentiment analysis

Sentiment analysis uses natural language processing (NLP) or machine learning to analyze online conversations and determine the context and sentiment around them. Data used to research such conversations are collected from different engagement channels and interpreted using NLP. It can tell you what customers think of your brand compared to your competitors.

Examples of statements that can be analyzed via sentiment analysis:

  • Positive: "I enjoy using this product."
  • Negative: "I find the product slow and flawed."
  • Neutral: “Uh, the product is ok. Could be better."


Competitor analysis

Competition analysis aims to identify other brands’ strengths and weaknesses in your market segment and compare them with your brand. What content do they create? What questions do customers ask? Better yet, what are you missing out on? Which questions could remain unanswered, to which you can give answers?

Competitor analysis can be done in three steps:

  • Identify your competitors
  • Analyze their online presence and content
  • Think about the loopholes where the opportunity lies


Conversion rate

Various factors determine the conversion rate, including analyzing the number of leads, registrations, or downloads. For example, if you run an email marketing campaign with a call-to-action (CTA) to download your new app, the number of app downloads divided by the newsletter recipients is the conversion rate.

Source: Eurosender

Because conversion rate is such a versatile metric, it’s only understood compared to other metrics. It helps you know if you met our business goals, but you still don't know how you met them, where the prospects are from, and what we can do to improve their experience. For this reason, we should critically examine the conversion rate in comparison to other metrics.


Influencer analysis

Influencers, the mythical beasts of social media, revamped marketing. Today, anyone with a smartphone and a few hundred or thousand followers can make an impact by sharing their likes and dislikes. Influencers start conversations, create social engagement, and set trends. If you haven't jumped on this trend yet, you can easily collaborate with influencers using an influencer marketing platform.

The marketing strength often lies in the numbers, but when it comes to influencers, micro and nano influencers with only a few thousand followers are also enjoying growing popularity. With the tremendous growth in recent years, influencer marketing’s cost has skyrocketed, which small brands can’t budget for. By working with micro-influencers, brands can avoid stretching their marketing budgets and benefit from them.


Increase customer advocacy with social listening 

Many companies still struggle while creating content and connecting with their audiences. How do you empower your customers and improve their experience while getting instant feedback and ideas for new content?

Just by listening.


When customers feel heard, they leave reviews, and others read them. Word of mouth is still one of the most powerful (free) forms of advertising. In addition, trust factors such as quality ratings can influence the conversion rate for your service or product.

Not every social listening strategy will work for you but don't think of it as a waste of time. Think of it as a learning opportunity and get to know your customers.


Social listening is the first step in social selling, a powerful and popular sales technique for converting potential social leads into customers.


Source:   https://learn.g2.com/social-listening


June 12, 2024
Middle managers are arguably the backbone of any organisation. But the job can be a tough one. Here’s how HR can help. Middle managers are working in increasingly hybrid workforces , often geographically dispersed and requiring more flexibility than ever before. Amid a cost-of-living crisis, social and political challenges , and the long-tail mental health impacts of the pandemic, employees are coming to work seeking support for personal issues from their managers. Middle managers are also expected to do more with less, such as boosting productivity in organisations battling employee shortages and wellbeing issues. It’s a lot to contend with on top of making it through their own workloads. The unrelenting pressure of working in middle management led Paul Farina towards unhealthy over-working habits . He spent a decade in the cosmetics and retail sectors in Australia and the UK, managing teams and clients across various time zones. Working around the clock was common. He would barely get home from a long day in the office when his boss would call, asking for a debrief from the day. Rather than speak up and admit it was too much, Farina handled the pressure by working harder and longer, and turned to alcohol to cope with the stress. “When you’re in middle management, you’ve always got a boss needing monthly and quarterly budgets to be hit, projects to be met by deadline and things to be completed within budget, and all that pressure gets funnelled down to you,” he says. “I needed to take those directives and deliver on them while simultaneously plugging gaps and vacancies, all the while toeing the company line even when things were less than perfect in the field.” This dynamic meant he was constantly looking for ways to appease others, often taking work off his team and doing it himself. “There’s an emotional side to working in middle management as well, which comes from this feeling of being emotionally isolated and not being able to share that with anyone. “You feel like you’re being held hostage by your staff as well because you don’t want to lose them, which leads to isolation. If I didn’t have a couple of buddies in the trenches with me that I could trust, I would have been in a lot of trouble. We’ve all got to pay the mortgage, and, at the time, I wasn’t in a situation to just up and quit.” Eventually, Farina did quit, navigating his way into a role where he now counsels others in middle management. Looking back, he admits he didn’t have the education or strategic thinking to deal with the pressure. “I had nothing in my toolkit at the time. I should have been more assertive, and I should have held senior staff coming at me with constant demands to account. I should have learned to say ‘no’. “I don’t recall saying ‘no’ to anything or anyone, which means I was constantly appeasing staff and external stakeholders.” He believes the pressure on middle managers was amplified during the pandemic years. “Budgets are down and organisational hierarchies have become even flatter. Middle managers are carrying a lot of that load. “When you get under the hood, most organisations have a lot fewer people in them than you might assume.” Middle managers are feeling the strain on their mental health The complex work of middle management is all taking a toll on this cohort’s mental health . Not surprisingly, more than half of middle managers (53 per cent) are feeling stressed or burned out and 46 per cent are experiencing anxiety, according to the Indeed 2023 Workplace Wellbeing Report . Middle managers also feel neglected and lack essential leadership, communication and people management skills, found research by the Australian Institute of Management and Monash University. It indicated that middle managers are therefore significantly underperforming despite their key role in corporate ranks. But this doesn’t necessarily reflect a lack of capability. Many haven’t been adequately trained to deal with these added pressures, or don’t have the bandwidth to respond appropriately to the competing pressures put upon them. “We need to acknowledge that individual contributors promoted to middle management don’t come automatically equipped with the management skills needed to thrive in their role.” – Kade Brown, Workforce Solutions Director, RMIT Online Reducing friction points for managers Bolstering middle managers’ capabilities needs to be a key priority for organisations. Effective middle managers are able to reduce friction points at work, accelerate action and help an organisation work towards its goals. The challenge of balancing the fiscal needs of a business, managing cost and maximising profits means there is a huge under-investment in leadership capabilities, says Lorraine Farah FCPHR, Director of Leaning Forward. She wants to see organisations drag middle managers out of the weeds of work where they are often overworked and under-resourced. “Senior leaders underestimate the impact their [managers] have throughout their organisation,” she says. “The shadow they cast by the behaviours they demonstrate impacts not only engagement, but, importantly, all aspects of delivery of the business outcomes.” Coupled with this, managers and leaders often deprioritise development and training in their already over-committed roles and seem unwilling to find time to upskill, she says. As well as time constraints, she lists three main issues holding middle managers back from utilising their full potential: A lack of commitment from leaders to prioritise managers’ development as a core capability. Structurally, the span of control of middle managers often sees them stretched too thin. They have too many direct reports, combined with complex processes, leaving them burnt out just trying to get the job done. Managers aren’t usually rewarded for being a good manager. It may be acknowledged, yet it’s not always encouraged nor rewarded in a way that delivering on business results is. Managers will focus on what is measured and rewarded, and make choices on which work to prioritise when pressed for time. Farah wants to see commitment at an executive level to consistent, non-negotiable leadership development for middle managers. For example, providing access to leadership development topics right in the moments they need it most – such as how to conduct performance reviews, manage conflict , create space for innovation, seek and provide feedback , etc., in addition to established leadership programs. This just-in-time training approach helps keep learning highly relevant for middle managers, so they are able to bake it into their workflow rather than viewing their upskilling as separate to their work or as an addition to their to-do list. Research from McKinsey & Company shows that companies that invest in their human capital yield more consistent earnings through times of crisis. In fact, organisations with effective middle managers in the top quartile produced up to 21 times greater total shareholder returns than others in lower quartiles, according to 11 measured management practices used to define an organisation’s health. “The correlation between trust and the relationship between employees and their direct manager is strong and leads to better outcomes,” says Farah. How technological development will impact middle managers While the role of middle managers will continue to evolve with technological advances, it’s unlikely the layer will disappear entirely, says executive coach Smita Das Jain. However, the specific responsibilities of middle managers will evolve alongside the adoption of technology as routine tasks and administrative duties are automated . “Organisations [should] stop and take stock, and adopt technology to automate many of the tasks middle managers perform, such as training, employee performance, generating reports and making decisions,” says Jain. This frees up time for middle managers to focus on higher-level strategic planning and decision-making, she says. Rethinking traditional managerial roles As organisations shift and become more complex, middle managers may become more vital than ever, says Murat Tarakci, Professor of Innovation Strategy at the Rotterdam School of Management, Erasmus University. He cites findings that attribute 22 to 30 per cent gains in productivity and innovation to effective middle management. In a separate academic paper he recently published, he illustrates the challenges middle managers face by quoting one middle manager at phone company Nokia admitting: “We knew the iPhone was coming out about a year in advance. We had pretty good specifications for it. The CEO forwarded the email to his subordinates, writing ‘Please take action on this’. Yet, middle managers folded, and opted to sugar-coat the stalled process, causing Nokia to lose the competitive battle for smartphones.” “Middle managers are constantly coping with, adapting to, or even resisting contradictory demands and pressures,” says Tarakci in his paper. “As new technologies emerge, rivals flood one’s turf and customer preferences reposition… these shifts require rapid and effective organisational responses to adapt to an ever-changing environment,” says Tarakci. While changes in the business landscape often necessitate extra support for middle managers, the simple elements of work can also create friction points. For example, an excessive number of direct reports can overwhelm managers, hindering their ability to provide adequate coaching and guidance, says Kade Brown, Workforce Solutions Director at RMIT Online. “Conversely, too few direct reports may indicate inefficiencies or questionable promotions, leading to underutilisation of managerial talent,” he says. Empowering managers to focus on the right tasks is critical, he says. This involves identifying and streamlining low-value bureaucratic activities, leveraging automation and outsourcing where applicable. “By reducing administrative burdens, middle managers can allocate more time and energy towards fostering a supportive environment, nurturing talent and addressing the needs of their teams,” says Brown. “We need to acknowledge that individual contributors promoted to middle management don’t come automatically equipped with the management skills needed to thrive in their role. They require intentional and targeted upskilling in three key areas: business acumen, structured problem-solving and people leadership.” As such, middle manager upskilling initiatives shouldn’t focus just on theory, but on embedded practice and behaviour change. “It’s imperative to design or procure upskilling solutions that enable managers to integrate new skills seamlessly into their current world of work,” says Brown. This strategic realignment enables managers to focus on driving impact and promoting a culture of engagement and growth within the organisation. “The pace of change, disruption and transformation in the world of work isn’t going to decelerate any time soon,” says Brown. To alleviate the cognitive load on middle managers, the best thing we can do is to equip them with the tools and skills they need to cope with this new reality. This article was first published in the April/May 2024 edition of HRM Magazine. Source: https://www.hrmonline.com.au/culture-leadership/how-can-organisations-support-middle-managers/
June 12, 2024
Introduction: What Is Executive Coaching? Executive coaching is a development process that involves a series of one-on-one interactions between a coach and a client , who is typically a manager or executive in an organization. The goal of executive coaching is to equip individuals with the knowledge and opportunities they need to develop themselves and improve their performance. Executive coaches work with clients to understand their current competencies , see how they’re perceived by others, and focus on identifying and clarifying current goals as well as the appropriate action steps. They provide a safe, structured, and trustworthy environment in which to offer support for the individual. Executive coaching is action-based , focusing on altering a client’s thinking and encouraging tangible work and behavior changes. It can be used at any stage of a leader or manager’s career to help maximize their potential . The process typically involves assessment, feedback and development, and planning and implementation stages . It can help improve a variety of areas, including time management, identifying priorities, driving strategy, maximizing critical thinking, and defining a powerful vision for the business . In Ontology of Value, we offer executive coaching and we believe that working with us will bring you hundredfold returns! Types of Executive Coaching. Executive coaching services come in various forms, each designed to address specific needs and situations. Here are some of the main types: Performance Coaching Services: This traditional form of coaching is often brought in by senior managers and HR to enhance the performance of individuals or teams. Executive Coaching Services: This type of coaching is specifically for top management, such as CEOs, CFOs, and Presidents . It focuses on updating their skillsets in specific areas that can have a long-term impact on the organization. Leadership Coaching Services: Leadership coaches work with individuals to improve their ability to lead and manage others effectively . Career Coaching Services: Career coaches help individuals identify their passions, strengths, and limitations , and then map out a strategy for a successful career change or advancement. First 100-Days Coaching Services: This type of coaching is designed to support leaders in their first 100 days in a new role , helping them to navigate the transition and establish effective leadership practices. Small Group Coaching Services: This form of coaching involves working with small groups to enhance team performance and dynamics. Large Group Coaching Services: Large group coaching is used to address issues and enhance performance at a larger scale within the organization . Strategic Coaching Services: Strategic coaches work with top executives in defining the long-term direction and putting together a long-term strategic plan . Therapeutic/Emotionally Curative Coaching Services: This type of coaching focuses on addressing emotional challenges that may be impacting an executive’s performance. Integrated Coaching Services: Integrated coaching embeds coaching sessions into a leadership development program , reaffirming and reinforcing lessons learned in leadership training. Team Coaching Services: Team coaching focuses on improving the performance and dynamics of a team within the organization. Virtual Coaching Services: Virtual coaching is conducted online , providing flexibility and accessibility for the coachee. Each type of executive coaching has its unique benefits and is used based on the specific needs and goals of the individual or team. How To Find an Excellent Executive Coach? Don’t look at the pricing but at the experience and testimonials. Finding an excellent executive coach involves several steps and considerations. Here are some key points to guide you through the process: Understand the Coach’s Niche and Area of Expertise: It’s important to ensure that the coach has expertise in your industry and understands the unique challenges you face . A coach who specializes in your field will be more equipped to provide relevant advice and strategies. Check the Coach’s Experience and Credentials: Look at the coach’s background , their coaching experience, and their success stories. Check their credentials and whether they have kept their knowledge up to date. Consider the Coach’s Approach and Style: Every coach has a unique style and approach to coaching . Some may be more directive, providing specific advice and strategies, while others may be more facilitative, helping you to find your own solutions. It’s important to find a coach whose style aligns with your needs and preferences. Look for Key Qualities: Good executive coaches possess certain qualities such as emotional intelligence, excellent communication skills, professionalism, and a personalized approach . They should be good listeners, able to provide constructive feedback, and committed to helping you achieve your goals. Ask for Recommendations: You can ask your trusted colleagues and peers for recommendations . They may have worked with a coach in the past and can provide valuable insights. Schedule a Chemistry Session: Before deciding on a coach, it’s a good idea to have a “chemistry session” or initial consultation . This will give you a chance to see if you feel comfortable with the coach and if their approach aligns with your needs. Check for Accreditation: Ensure the coach is accredited by a recognized body . This ensures they have met certain standards of competence and professionalism. Consider the Coach’s Commitment to Continuous Learning: The best coaches are those who are committed to their own continuous learning and development . They stay on top of the latest trends and best practices in their field. Evaluate the Coach’s Success Stories: L ook at the coach’s past success stories and testimonials . This can give you an idea of their effectiveness and the results they have helped others achieve. Ensure Confidentiality: Confidentiality is crucial in a coaching relationship . Make sure the coach has a clear confidentiality policy. Remember, the best coach for you is one who understands your unique needs, challenges, and goals , and who can provide the support and guidance you need to achieve them. Examples of Famous People Who Work With Executive Coaches. Several famous individuals across various fields have worked with executive coaches to enhance their skills, leadership abilities, and overall performance. Here are some examples: Eric Schmidt, Former Google CEO, was coached by Bill Campbell . Bill Gates, Founder of Microsoft, also received coaching from Bill Campbell . Oprah Winfrey, renowned media executive and talk show host, has employed the help of a coach . Richard Branson, Founder of Virgin Group, was coached by Mark C. Thompson . Bill Clinton, Former US President, was coached by Anthony Robbins . Brian C. Cornell, CEO of Target Corp., was coached by Marshall Goldsmith . Marc Benioff, Founder & CEO of Salesforce, has also worked with an executive coach . Steve Jobs, Co-founder and CEO of Apple, had a coach during his tenure . Sheryl Sandberg, COO of Facebook, has had business coaching . Jeff Bezos, Founder of Amazon, has also worked with a coach . Barack Obama, Former US President, worked with John Mattone, one of the top executive coaches in the world . These individuals recognized the value of executive coaching services in their personal and professional development, demonstrating that even those at the top of their fields can benefit from the guidance and insight provided by a skilled coach. Source: https://ontologyofvalue.com/unlocking-leadership-excellence-the-power-of-executive-coaching-2/
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