Experience Management Blog

Hear and Now: Social Listening (and Responding) in Real Time


Listening isn’t a new concept.

In the 1850s, for example, playwrights, actors and artists in London would frequent a press clipping agency to see what was being said about them in the news — in essence, “listening” for mentions of themselves.

Fast forward to today and the same remains true about human nature: people want to know what’s being said about them. But, the opportunities for brands to leverage these conversations are limitless.

Across the social web, you’ll find conversations regarding employment branding, human resources, marketing, customer service, public relations, consumer insights and pretty much everything in between.

One of our clients recently discovered there were more than 110,000 social conversations happening around their brand on a monthly basis. Without listening, they would’ve only been able to analyze the mentions happening on their owned channels… and in the process, possibly missing out on 100,000 learning opportunities.

 

Why Brands Need Social Listening

Social listening provides companies the ability to see what’s being said about the brand as a whole, understand what’s going on with sub brands, identify crisis moments and so on. It’s looking beyond what the brand is actively posting on social — beyond even what their social communities are saying. It’s seeing the big picture.

 

Taking Social Listening One Step Further

Best of all: with social listening integrated into an existing CRM system, our client also has the ability to respond in real time. If there’s an issue bubbling up, they can alert and mobilize the right teams. This is crucial for brand management because while listening isn’t new, there are new consumer expectations.

Today’s socially empowered consumers don’t want you to only listen to their problems, they want you to act. So, people are really upset that the product you just launched spontaneously combusts. What are you going to do about it?

A fully integrated listening platform allows you to answer that “So what?”

By having an integrated approach to listening, you can make a difference in that moment. You can take steps to ameliorate the situation, rather than just being a helpless observer.

Integration creates actionability, which is the difference between acting now and saying “wow, look at how bad things were three months ago.”


 

About the author:

Colin Burns is an Account Director at Sprinklr and works side-by-side with strategic and Fortune 500 clients to grow their social media presence to scale. In his past life, he held positions at AT&T, Chipotle Mexican Grill, Match.com and Red Bull. Colin is a Texas-born Horned Frog fan who holds a Bachelor of Arts in History from Texas Christian University and is currently pursuing his MBA at University of Texas at Dallas.