Marketers/advertisers use social listening - It doesn't help just to listen. You have to engage, to interact. So first you have to figure out what to listen for. There are three common things in that category, though you may find more, as well.
1. Questions you can answer.
This doesn't mean listening for questions about your company or brand, but listening for questions that you can answer. For instance - you're a hardware store? You might listen for people who ask questions about plumbing. Then answer the question. ("That's something we've been helping folks with for 30 years at Acme hardware. Here's a link to step-by-step instructions on how choose the right toilet for your family." The link is to your website or youtube channel.)2. Complaints about your company or your brand.
You definitely want to know if someone's unhappy. Respond by telling them what you're doing to resolve the situation. If they offered suggestions (however rudely) on how the problem could be fixed or mitigated, let them know that you're looking at their suggestion. If you decide to implement it, follow up and let them know that, too.3. Any mention of your company or brand.
If someone recommends you to someone else, you want to know. Jump in and thank them, and let their friend know that you're here to help however you can. If they simply mention you, thank them for that. Be the brand that shows its customers that its paying attention and that it cares.
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