The Importance of Social Listening & ORM and 7 Actionable ways to utilize it in 2021
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The document outlines seven actionable strategies for utilizing social listening and online reputation management (ORM) in digital marketing for 2021. It emphasizes tracking brand mentions, understanding customer sentiment, and analyzing competition to refine marketing efforts. Additionally, it highlights the importance of engaging with influencers and using insights to adapt campaigns effectively.
The Importance of Social Listening & ORM and 7 Actionable ways to utilize it in 2021
- 1. 7 Actionable Ways to use SL & ORM in 2021
- 2. Tracking your social media platforms for different mentions and conversations related to your brand. Listening to the conversations, finding insights and implementing it on your campaigns is one of the most important aspects of Digital Marketing in 2021. The online mood/sentiment of your customers matters a lot because that will give a shape to your brand’s presence in the market. Listen to them, collect it, collate it, form data, organize it, utilize it. Listening to competitors’ and industry topics is an add on to your insights and planning. Social Listening?
- 3. USE YOUR COMPETITORS’ BEST PRACTICES Keywords to track: competitor’s brand keywords Metrics to pay attention to: number of competitor’s mentions vs. your brand’s mentions monthly traffic of mention source forum users count influencers’ followers/subscribers count 7 Actionable ways DISCOVER NEW INDUSTRY TRENDS TO FOLLOW Keywords to track: industry topics Metrics to pay attention to: number of mentions Action Plan: reach out to the forums and influencers who mention your competitors, but don’t mention you Action Plan: get new ideas for blog posts, spot upcoming trends, find new relevant forums/influencers
- 4. GET INSIGHTS FROM YOUR CUSTOMERS Keywords to track: your brand keywords your product or service keywords Metrics to pay attention to: sentiment changes usage frequency of a particular word next to your tracking keyword PREVENT CRISES Keywords to track: your brand keywords your product or service keywords Metrics to pay attention to: sentiment changes number of mentions per sentiment Action Plan: create more detailed buyer personas, improve your product or the way you communicate with your customers Action Plan: prevent a crisis situation by settling the issue before it grows to a scandal
- 5. FIND INFLUENCERS AND AMBASSADORS FOR PROMOS Keywords to track: industry topics Metrics to pay attention to: influencers’ followers/subscribers count FIND USER- GENERATED CONTENT Keywords to track: your brand keywords your product or service keywords Metrics to pay attention to: sentiment changes number of mentions per channel number of influencers who mentioned you EVALUATE YOUR CAMPAIGNS’ EFFECTIVENESS QUICKLY Keywords to track: your campaign keywords (research/product/service) Metrics to pay attention to: number of mentions monthly traffic of mention source number of top sources/influencers who mentioned you number of forum comments/threads sentiment changes total estimated reach number of backlinks influencers’ followers/subscribers count Action Plan: reach out to influencers who don’t talk about you Action Plan: get new ideas for blog posts, spot upcoming trends, find new relevant forums/influencers Action Plan: report your results, analyze your ongoing campaign and make adjustments
- 6. Thank you