Strategic approachĬreating a social listening plan starts with what you know. So, if Facebook isn’t the guaranteed connection space it once was, how do you know where your customer is spending their time online? For jewellers it begins by establishing a social listening plan.
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In February of this year, a Digital 2022 Australia report revealed the average Australian was spending three per cent less time on the platform than in the previous year. By January 2021 reports, “the average time spent by day by American users on Facebook was 33 minutes”. In 2016 the average user spent 50 minutes per session.
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It’s also important to note with Facebook specifically, user time is decreasing. However, it’s important to make sure that you plan your strategy to connect with your buyer persona on their preferred social platforms.Ī few years ago, you could easily assume that promoting your content on Facebook would help you reach a good number of your potential customers, but there has been a shift.Įdison Research reports that Facebook has an estimated 15 million fewer US users compared with 2017 and this drop is in the 12 to 34-year-old age group.
#SOCIAL LISTENING FREE#
If you aren’t leveraging these free platforms yet I hope you will soon. Is social media promotion a part of your content marketing strategy? Do you publish blog articles, share industry-relevant content, and engage with other social users who ask questions about your products and services? You can use social listening to create content that answers the why, where, and how messages your buyer persona is looking for, using the keywords they are currently using online. Social listening helps a business understand what target customers are thinking, what their needs are, and how they are searching for information about your product or services. Social listening is the practice of analysing the activity and conversations trending around your industry, including your brand, and then using those insights to make informed marketing decisions. We can still ‘hear’ what our ideal customers are saying online by implementing ‘social listening’ What is social listening? If they leave our website, we don’t know why. The challenge with digital marketing is that, unlike with face-to-face sales, you don’t have the benefit of reading someone’s body language or facial expressions. Nowadays, we have the opportunity to sell our products or services in various ways including online media such as blog articles, social media posts, videos, and email.
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Everything he had said was helpful and informative, however, as a left-handed person, as soon as the salesman landed on his closing pitch, I knew the car I was sitting in was not for me. He pointed out the convenience of the interior layout and how, as a right-handed person, he found this the best car to purchase. When I graduated from college my father and I looked at buying a new car.Īt one dealership the salesman jumped into a pitch about how the car I was sitting in was one of the most comfortable cars he’d ever driven. BETH WALKER explores options for overcoming that challenge by utilising social listening. Selling online is more viable than ever before, however doing so comes at a cost – direct access to customers.