Social Listening & Monitoring
Keeping your eyes and ears open is the first – and arguably the most important – step here. In fact, if you’re already able to pay attention and listen carefully, you’re already halfway there. In order to be successful in social media marketing, you should listen closely to three things: what your own community is talking about, what content and industry trends are currently trending, and what your competitors are talking about. The great news is, there are automated monitoring and listening tools to help you do exactly that.
Social listening means - in the literal sense - listening, monitoring, and evaluating what is said and written about a topic, a brand, a person or a company via social media (and on the Internet in general). This includes everything from mentions of one's own company on Twitter or monitoring trending topics and competition, to what content is currently particularly popular on Google, Instagram, and Facebook. The information is then analyzed to find trends and data-based insights, which in turn can be used to create concrete measures or a meaningful strategy. Social listening identifies behavioral patterns, observes sentiment, and draws conclusions from relevant conversations. As a result, a range of processes can be influenced and updated accordingly – like business processes, product updates, and advertising strategies.
Social media monitoring collects data and mentions about your company, your brand, and your industry - primarily from the conversations your very own target audience is having.
The raison d'être of social listening and monitoring activities has been confirmed over and over again by communication consultants and subject experts. In order to be active on social media in a sustainable, targeted, and engaged way, it is absolutely necessary to be listening, questioning, confirming, or changing things such as content, formats, strategies, and measures on a regular basis.
Social listening allows one to discover trends and useful target group insights from relevant dialogs. However, social listening is not simply uncovering trends and demographics, but actually much more - like exploring and understanding online dialogues in greater depth.
People will truly talk about anything online. So it's no surprise that social listening is now used in many fields and industries. However, it is important that it is setup and carried out correctly.
Thomas Besmer, also lovingly named"Besmo" amongst his colleagues, is an old player in the digital business – he has been playing in the online industry since 2005. His CV includes positions at AZ Direct, CSS Versicherungen, Farner Consulting and Comparis, before he joined the Hutter Consult AG in December 2017. In his capacity as Senior Consultant and Head of Consulting, 'Besmo' is responsible for comprehensive consulting activities with a focus on analysis, business development and the further expansion of our agency services.
As a father of two, he never gets bored. Whether it's building Duplo trains or spending hours digging. Yes, digging - you read that right ;-). There is and will be a programme after work. And even if the quiet minutes have become significantly less, he enjoys every moment with his family. Some of which he also shares in his podcast «Die Mustergatten».