Listening is a fundamental aspect behind an effective social media strategy. Social media presents us with an open-ended platform for communication. If you’re doing all the talking, then you are missing out on a golden opportunity to understand your consumer.
Do you know someone that likes to constantly talk about themself? After a while, the message gets old, and the conversation is far less engaging. The same holds true for social media. Your message should not always be about the brand or the product. Instead, make it about the audience. What do they want? What are their needs? How do they view your company?
The best approach to a two-way conversation is to ask questions. Be proactive and ask about what your consumers are looking for, what they think about a product, and how it affects them or makes them feel. Asking your audience a question is not only an effective way of engaging with them; it encourages consumers to become active responders and promoters vs. passive fans and followers. Asking the right questions builds enduring customer relationships, trust and loyalty.
Asking the right questions certainly can open up the conversations. How closely you listen and what you do with this information is where the benefits come into play. Pay attention to the emotions your audience uses and the specific verbiage or words they use to describe a product or a service. How does it make them feel? What questions do they have, in return, for you? All this information can be used to customize more questions and continue the conversation and relationships, but it can also help support your marketing. Listening can help create quality products and services. There is no doubt your audience is talking. You just have to make sure you are really listening so you don’t miss your golden opportunity.