3 Tips to Master Social Listening – and What To Do Next!

by | Mar 16, 2024 | Social Media

You know when you’re scrolling on an app for so long that it gives you an update about your screen time? For TikTok, a random woman asks, “Are you still scrolling?” Instagram tries to be friendly and says, “You’re all caught up!” as if that’s supposed to make you feel better about looking at Reels for an hour straight.

That being said, we’ve all done it, and we will continue to do so. We will scroll as long as trends, popular audio and funny dance moves lift our spirits when we need it most. But who says that’s necessarily a bad thing all the time? What if I told you scrolling on social platforms can actually work for you or your company’s benefit?

Introducing one of the most powerful social media management tactics out there: social listening

Hootsuite defines social listening as “the practice of monitoring social media channels for mentions of your brand, competitor brands, and related keywords.” In other words, scrolling to see how your brand is being represented, how it stands against the competition, and what the popular trends are can play a vital role in taking your business to the next level. By utilizing social listening, your business can create more data-driven decisions that will have a positive impact on your overarching social strategy. 

Before diving into this tactic, it is important to know there is a difference between social media monitoring and social listening. Although, conceptually, they have the same goals, social monitoring is more reactive than social listening. For example, social monitoring might mean your business replies to positive feedback on a particular social post or reposts content related to your brand, whereas social listening looks at the messaging and identity of your brand on a larger scale. This includes researching competitors, conversations about your brand’s industry, and more. Social listening gives your business a chance to develop a successful strategy over time by paying attention to what people are saying or acting on within the social media space.

I know what you’re thinking, So what now, Mia?

Let’s break down three different best practices that you can take on social listening:

1. Stay in tune with social trends across various platforms.

It’s no secret that social media is a revolving door when it comes to trends. Something sticks and others fade away. However, when discussing the concept of social listening, it is important that you stay on top of these trends and execute fast while the trend is still at the top of everyone’s feeds. By integrating consistent trend research, your brand can quickly and effectively join the trendy conversations and see a progression of success in your social strategy.

LinkedIn says you can monitor trends across social platforms by “following experts within the field, utilizing social analytics tools, and experimenting with new social platform features.” Participating in social trends can be a risk; sometimes, posts won’t resonate with the audience as well as others and end up with less engagement. The balance between success and failure is what makes a strong social presence.

Remember, “You miss 100% of the shots you don’t take. –Wayne Gretzky” –Michael Scott.


2. Build customer relationships by understanding your audience.

Build a relationship with your customers on social media that shows you not only understand their likes and dislikes but also that you can provide them with solutions. For example, you could provide insight to followers directly when a comment or question arises or share that your service could provide them with a solution.

Pay attention to the conversations happening amongst your audience. Utilize their feedback within your strategy to find ways to improve your brand or make your presence known. The relationship between your organization and followers should be the same as all partnerships: loyal, trustworthy, and willing to make the other happy. 

3. Take advantage of collaboration opportunities with competitors or similar businesses.

Connecting with your competitors or other leaders in your industry builds credibility amongst your audience. Hootsuite defines this aspect of social listening as a two-way street. In other words, “Supporting others in your industry makes it more likely they will support you in return.”

Just because your business might be competing with these outside organizations for engagement or impressions doesn’t mean there can’t be a mutually beneficial relationship within the industry. People will trust a brand that believes a company has their best interests at heart. Therefore, if there is any chance your brand can collaborate with others, seize the opportunity! 

At the end of the day, it is crucial to take a look at the world around us outside of our screens. However, within the social space, there is much to learn from what makes people love and support your brand.

Scrolling really can work in your favor. So the next time the random woman on TikTok pops up telling you it’s time to lay off the screen time, simply reply, “It’s for research!”

Need a hand at social listening? Not sure what trends to participate in? Our social team is happy to help! Get in touch with us to learn more.

Dittoe PR

Dittoe PR is a nationally recognized public relations and social media management agency.

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