{"id":279,"date":"2018-02-09T10:28:00","date_gmt":"2018-02-09T10:28:00","guid":{"rendered":"https:\/\/oanaandreescu.com\/wp\/?p=279"},"modified":"2020-06-03T10:51:05","modified_gmt":"2020-06-03T10:51:05","slug":"how-to-leverage-social-listening-beyond-reporting-on-share-of-voice","status":"publish","type":"post","link":"https:\/\/oanaandreescu.com\/ro\/2018\/02\/how-to-leverage-social-listening-beyond-reporting-on-share-of-voice\/","title":{"rendered":"How To Leverage Social Listening Beyond Reporting On Share Of Voice"},"content":{"rendered":"<p>Customers do NOT talk on the topics brands want to push out. And us, marketers and brands alike, miss out on important, relevant conversations just because we are too self involved. We want to brag, not to listen.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/oanaandreescu.com\/wp-content\/uploads\/2020\/06\/oleg-laptev-QRKJwE6yfJo-unsplash-1024x683.jpg\" alt=\"\" class=\"wp-image-280\" width=\"768\" height=\"512\" srcset=\"https:\/\/oanaandreescu.com\/wp-content\/uploads\/2020\/06\/oleg-laptev-QRKJwE6yfJo-unsplash-1024x683.jpg 1024w, https:\/\/oanaandreescu.com\/wp-content\/uploads\/2020\/06\/oleg-laptev-QRKJwE6yfJo-unsplash-300x200.jpg 300w, https:\/\/oanaandreescu.com\/wp-content\/uploads\/2020\/06\/oleg-laptev-QRKJwE6yfJo-unsplash-768x512.jpg 768w, https:\/\/oanaandreescu.com\/wp-content\/uploads\/2020\/06\/oleg-laptev-QRKJwE6yfJo-unsplash-1536x1024.jpg 1536w, https:\/\/oanaandreescu.com\/wp-content\/uploads\/2020\/06\/oleg-laptev-QRKJwE6yfJo-unsplash-2048x1366.jpg 2048w, https:\/\/oanaandreescu.com\/wp-content\/uploads\/2020\/06\/oleg-laptev-QRKJwE6yfJo-unsplash-1080x720.jpg 1080w, https:\/\/oanaandreescu.com\/wp-content\/uploads\/2020\/06\/oleg-laptev-QRKJwE6yfJo-unsplash-1280x854.jpg 1280w, https:\/\/oanaandreescu.com\/wp-content\/uploads\/2020\/06\/oleg-laptev-QRKJwE6yfJo-unsplash-980x653.jpg 980w, https:\/\/oanaandreescu.com\/wp-content\/uploads\/2020\/06\/oleg-laptev-QRKJwE6yfJo-unsplash-480x320.jpg 480w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure>\n\n\n\n<p>And maybe that is why Share of Voice is such an important metric, the one you\u2019ll find showcased in every social media analytics tool dashboard. Similar to fans\/followers\/likes, without context this might just be a vanity metric. Why? Because:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>A Share of Voice increase might actually mean you have a problem<\/strong>. I.e a product malfunction, a reputation crisis, the site is down, there are rumors the company is being sold out etc. Ask yourself why the increase before you decide it is a good thing.<\/li><li>A<strong>&nbsp;Share of Voice increase might not mean you did good by your brand<\/strong>. It can literally mean that your competitors stopped pushing their product through PR or ads. Or it might mean that the online retailers had giveaways\/special offers that triggered online mentions and now they stopped.<\/li><li><strong>A Share of Voice increase might be a blip on the radar if not interpreted correctly.&nbsp;<\/strong>If you track it monthly, it can literally mean just some dozens of online mentions, and they could be just a halo effect of a PR campaign you did a while ago.<\/li><\/ul>\n\n\n\n<p>There are a lot of solutions for the problems outlined above, but they imply that both the analyst and the Marketing Manager are willing to hone in on what is really important and don\u2019t give in to the reporting frenzy. Let\u2019s just list a couple of these solutions.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"2554\">Three Solutions To Improve Reporting Focused On Share Of Voice. <\/h2>\n\n\n\n<ul class=\"wp-block-list\"><li>Proper set-up of both the social listening tool AND the reporting framework.&nbsp;<strong>Make sure that your tool is set up properly by setting up spam filters and including all relevant sources for you.<\/strong><\/li><\/ul>\n\n\n\n<p>For example, if you are running a PR campaign on multiple industry publishers\u2019 sites, make sure the tool crawls them (Forbes, for example, has been reported to prohibit tracking by some of the tools I worked with)<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Double down on Share of Voice with other relevant data points to paint the whole picture<\/strong>.<\/li><\/ul>\n\n\n\n<p>This translates into sentiment analysis (how much of the mentions are positive\/negative) and follow that trend, Also track main topics of conversation and most shared news.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><em>(For pros with access to a lot of data and in depth understanding of business needs and brand identity)<\/em>:<strong>&nbsp;leverage imagological analysis to create an ideal brand persona and measure and report on that one.<\/strong><\/li><\/ul>\n\n\n\n<p>How would that look? It\u2019s not an easy job and as an analyst you need full access to the brand strategist\/whoever safeguards the brand in the company you work for or on the client side if you work in an agency. This ideal brand persona would focus on two, maximum three dimensions. Let\u2019s work with an example, let me stick with&nbsp;<a target=\"_blank\" rel=\"noreferrer noopener\" href=\"https:\/\/medium.com\/@oanaandreescu\/vodafone-failed-me-i-look-at-how-digital-could-have-saved-our-12-year-old-relationship-de0c6b3abf1a\">Vodafone as I already wrote about them<\/a>.<\/p>\n\n\n\n<p>For Vodafone the dimensions I would work on would be (just off the top of my mind, brand execs might not agree on this one): 1) technology, 2) stakeholder relationships, 3) value for money provided. The social listening tool would be leveraged to tag all mentions with one of these three and I\u2019d double check on the sentiment analysis. And then it\u2019s a matter of numbers. And good, relevant reporting on brand health and which of the dimensions is responsible for most of the risks or most of the positive conversation. This will not only paint the entire picture, it will also help brand execs know what dimensions need improvement in terms of brand perception and where more investment would actually turn the needle.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"3124\">Done with reporting? Let\u2019s look at other ways to leverage social listening for your content.<\/h2>\n\n\n\n<p>Reporting is important, but sometimes most of the juicy stuff that comes out of social listening gets lost in translation from analyst to reporting template. The insights sometimes just do not fit into the little boxes, graphs, the quarter of the quadrant you have available to squeeze in all your learnings.<\/p>\n\n\n\n<p>The solution is simple:<strong>&nbsp;go beyond this and provide the team that actually creates the content for the brand with the insights you get out of listening in on all those conversations. What to look at?<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">First of all,<strong>\u00a0look at what your target audiences are interested in\/talk about.<\/strong>\u00a0<\/h2>\n\n\n\n<p>See if it matches your content strategy. If not, update it to include trending topics. If yes, ask yourself if you have the right tone of voice, reach the audience at the right moment and have the right distribution channels in place to reach them. Maybe you do talk about topics important to the audience, but not on the right channel. When doing social listening reporting for one B2B business I found a lot of conversation around engineers (the business\u2019s core target), but it was all on \u2026 google groups if you can believe it! An idea we discussed back then was to talk with our in-house engineers and identify one brand advocate to enter those groups and share relevant know-how and be helpful for the community there. Similar to Quora, where brand advocates respond with helpful advice and are fully transparent about where they work.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Address the problems your customers experience while engaging with your brand\u2019s product\/service<\/strong>. <\/h2>\n\n\n\n<p>If they have security concerns you could propose to address those in a lot of ways: improve FAQ section on website, create educational content on how they can protect their personal data, have live Q&amp;A sessions on your social channels on the topic. You get it, be transparent and helpful.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Look out for potential partners out there and get the right people from your team to contact them.\u00a0<\/strong><\/h2>\n\n\n\n<p>For example, while working for\u00a0<a rel=\"noreferrer noopener\" href=\"https:\/\/small.academy\/?utm_source=online&amp;utm_medium=medium&amp;utm_campaign=AW-1802\" target=\"_blank\">Small Academy<\/a>, a Romanian start-up focused on delivering quality STEAM courses for kids aged 5\u201314, I joined a lot of Facebook groups for teachers and parents. Just being part of those communities helped me get names of school principals that we could work with, influencers we could reach out to. You get the idea.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">S<strong>ocial listening is far more than reporting on Share of Voice. Just think about it for a while and find ways to squeeze out all the insights that could instruct your brand communication strategy and, why not, even your business plans.<\/strong><\/h3>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>Customers do NOT talk on the topics brands want to push out. And us, marketers and brands alike, miss out on important, relevant conversations just because we are too self involved. We want to brag, not to listen.<\/p>","protected":false},"author":1,"featured_media":280,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[11],"tags":[21,26],"class_list":["post-279","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-social-media-listening","tag-social-media-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v16.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How To Leverage Social Listening Beyond Reporting On Share Of Voice - Oana Andreescu<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/oanaandreescu.com\/ro\/2018\/02\/how-to-leverage-social-listening-beyond-reporting-on-share-of-voice\/\" \/>\n<meta property=\"og:locale\" content=\"ro_RO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How To Leverage Social Listening Beyond Reporting On Share Of Voice - Oana Andreescu\" \/>\n<meta property=\"og:description\" content=\"Customers do NOT talk on the topics brands want to push out. 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