Empower my brand
Empower my brand

Improve your Customer Service with Social Listening

Every brand needs to understand its market and customers well. With the extensive use of digital and social media platforms, brands now have a way to know and understand their audience. Social media has become a window through which brands can look at their customers’ wants and needs, and can even start researching into them. Social media today performs more as a customer experience platform than as a communication platform. Hence it makes sense for organizations to sift through social media in order to inform and improve their customer servicing efforts. 

Social listening for improved customer service

How does Social Media help with Customer Service?

On average, every visitor on the Internet spends about 2 hours 22 minutes per day scrolling through news feeds, liking, and sharing. They also like to interact with businesses as customers to provide feedback and seek service and support. This practice drives more and more attention to social media, making brands invest more in them. Earlier they’d just maintain a business page, but now they offer customer service. And rightly so, because more than 65% of customers today rely on social media for customer service. According to Insights guide, Facebook reported that each year, more than 1 billion messages are sent from customers to businesses.

In addition to this, companies that do not respond to customer messages on social media face up to 15% increase in customer dropouts. Surveys have also established that 86% of customers are willing to pay higher for improved customer experience.  These are some of the reasons why companies are beginning to focus on improving customer service on social media.

Social Listening to Improve Customer Service 

We now clearly understand that customers are lodging complaints or inquiring about products/services via social media. But, how do brands get notified? Or make sure that all such comments and posts are brought to their notice, as soon as someone talks about your brand? This is a real problem because only about 3% of all customer service messages that are posted on Twitter actually tag the brand. Yet, customers do expect a quick reply and do not hesitate to escalate their attack to the next level, when no response is forthcoming. 

This is where a brand gets support from Social listening. Social listening allows you to find out in real-time whenever someone mentions your brand. It sends you an alert about what they are saying. Furthermore, there are many other ways in which social listening can help you. You can read about them all here. For now, let’s focus on how it helps to improve your customer service. 

Why use Social Listening?

The easiest way to impress your customers is to know about their needs and of course, by taking quick action when they send in feedback. Imagine having to track all the comments online manually. After you have done that, you may end up with about 300 reviews and comments to address in a day. Remember, every customer expects an immediate response. The sooner, the better. Many of the comments present a new issue to be resolved. Trying to compartmentalize them manually and respond will require a lot of time and effort. Social listening tools use AI to simplify this laborious process. 

The tool tracks all comments and sends the relevant ones to your dashboard. Next, the tool runs various analytical tests and presents you with the most useful data. So, say if your store in Newark is lacking proper seating facilities and a majority of the comments are about that. This will appear loud and clear on the topic cloud on your dashboard. 

Social listening in a way, also helps you gauge your audience’s mood. Say you launched a product. Sentiment analysis charts will read the positive, neutral, and negative comments and chart them for you to see whether people are happy with your product or not. This provides a quick snapshot of how your audience perceives your brand. You can then dig deeper into the causes. 

Let’s quote customer service veteran, Sally Gronow, here: “Good customer service costs less than bad customer service”. Social listening helps brands to reach out to customers and create connections. Keep practicing this strategy and you would have a loyal customer base in no time.

Social Listening Lessons From Cadbury

Cadbury, a brand owned by Mondelez International, is the largest confectionery manufacturer after Wrigley’s. For a company that was established almost 200 years ago, Cadbury has managed to stay relevant and immensely popular for so long. You could say that chocolate never went out of relevance. Yes, but the company has also managed to thwart dozens of competitors in the same industry. How so? Cadbury has always been good at engaging with its audience and listening to them. I would say social listening and adequate action plans have helped this brand become a household name. 

Social listening lessons from Cadbury

Cadbury’s Easter Eggs

Brands that actively listen to social conversations know their audiences better. They could reach out and engage with audiences and improvise on their strategy based on the feedback. If you are not an active listener, you cannot expect to achieve success. 

Here’s how Cadbury leveraged the same technique. Cadbury’s Easter eggs have always been popular. So much so that back in 2017, a Tracx study showed Cadbury eggs had over 28747 conversations and mentions. This was the highest number of times a branded easter egg was ever mentioned online. Delish did a video featuring Cadbury eggs and it gained over 10 million views. Cadbury has ever since been following popular conversations. They built traction with their Easter egg campaigns. 

What went wrong?

For this year’s campaign, Cadbury ran an ad depicting an Easter egg hunt. The TV ad shows a grandfather hiding the Easter eggs and then hugging his grandchildren who are visiting him. 

However, in light of the severe Coronavirus outbreak, the UK’s government has been promoting social distancing. The ad clearly shows physical contact between the grandfather and the kids and people weren’t late in pointing that out. Within hours, tweets went viral about how the ad promoted a wrong message in a time of crisis. 

Luckily for Cadbury and their active social listening, they were able to respond in real-time and release an official statement. Anthony Ho, equity director for Mondelez said that the TV ad was intended to invoke generosity and goodness in everyone. 

Cadbury also responded saying “We take our responsibility for marketing & advertising very seriously. Our TV ad was intended to invoke generosity & happiness in the run-up to Easter. However, due to current government guidance on social distancing, we recognize it’s no longer appropriate to encourage close physical contact amongst families. For that reason, we’ve made the decision to replace our current Easter advert with spots that are mindful of the current climate. We’re working to do this as soon as possible.”

Cadbury's easter campaign

Cadbury’s prompt action only goes to show that active social listening is crucial for marketers trying to build and maintain a positive brand image. Social media monitoring alerts you to any crisis moments that arise if you allow the tool to help you out. With over 302 thousand followers on Twitter, Cadbury could not have afforded to manage this crisis without a swift response. 

The 3 M’s of Social Media Marketing

Almost half of the world’s population has access to social media platforms. As such, building a brand name on social media becomes critical for your survival. It involves awareness campaigns, building an audience, publishing content that is engaging et cetera. Once this is in place, the next step involves measuring the effectiveness which includes another set of activities like social media monitoring. All this does not have to be as complex as it sounds if you learn about the 3 M’s of social media marketing. 

Social Media Marketing

So, What are the 3 M’s of Social Media Marketing?

Social media marketing initially started as a way for businesses to publish content on social media which could inform the audience. Social media has come a long way from being just a platform for content broadcast. It is now being used to run ads, segment, and reach specific sets of audiences and to analyze social data. 

Social media marketing gurus usually break the process down to these 3 key points :

  1. Messaging
  2. Monitoring 
  3. Measuring


Your audience will know your brand based on your story. So, what do you want to tell your audience? Do you have a solution to their problem? Do you have a product or service to offer? The message you want to deliver is key to your brand’s image, hence it has to be strategic. There are a lot of ways to convey a message, but be creative. Form a clear idea of what you want to convey before you actually start formulating your message. 

Your message should be telling your story to people. What does your company stand for? Why is your offering better than your competitors’? Are you describing your unique selling proposition? And, this will help you formulate future communications. You will have a set of values to build your campaigns around. If your posts are consistent, they reflect the message you set out to convey, your audience will respond. 


Say you are through with the messaging bit. You have published your story and you see some traction. However, you would have to keep monitoring to inform your long term strategy and to maximize your efforts. This process of manually tracking and social media monitoring is long-drawn and tiresome. AI-based social listening tools lessen the manual burden a lot. But either way, you have to have a set of clear goals. You should ask questions while you monitor your social media posts and campaigns. Questions like:

  • How does my audience react to my posts?
  • How do they spend their money and what’s their purchase pattern?
  • Do they prefer a competitor brand over mine? Why or why not? 


It is time for you to make sense of the answers to the previous questions in an analytical way. Measuring the data lets you understand your audience better. The more you understand them, the better you perform. Most social media listening tools help you analyze the data. They send you real-time updates, crunch numbers to show your peak posts, your top fans, hot topics your audience members discuss et cetera. 

Tracking the demographics, sentiment, overall effectiveness of your efforts help you make informed decisions in the future. You may want to tweak a few things before your next campaign or continue the same. This methodology helps you get a better understanding of your social media page’s dynamics. 

In conclusion, social media marketing is powerful for those who know how to use the tricks and tools. It has helped small businesses grow into giant brands. And with billions of users joining the world of social media, this trend will only grow. A robust social media marketing strategy is a necessity in today’s digital age!


Load up Your Content Marketing Toolbox

Content Marketing is an invaluable tool and a daily affair for marketers. And, why shouldn’t it be? After all, content marketing costs 62% less than traditional marketing and generates around 3 times the leads. If you’re a marketer managing content and strategizing to get leads, but feeling stressed and less efficient, you can leverage the support of content marketing tools.

Load up your content marketing toolbox

We have brought you this quick guide to help you load up your content marketing toolbox!

Content Marketing ROI

Data shows how reaching your audience online is one of the key reasons why you use content marketing. According to Pew Research, 26% of US adults stay online almost all the time. In addition there’s also a part of the population that goes online every day. Content marketing is a great way to reach them. As of 2018, CMI reported that 91% of B2B marketers use content marketing while 86% of B2C marketers use content marketing to reach their target audience. 

Clearly, content marketing is a key strategy when it comes to successful marketing. The ROI becomes better the more you improve your content creation, curation, and distribution. And there are great business tools to start you off. 

Content Marketing Tools to Help you

Before we start, it is important to keep in mind that content marketing is not only about content creation and distribution. A lot of effort goes into planning and strategizing before you start creating content. The planning is as essential as any other part of the process. Here we discuss tools to help you through each of these stages. 

Content Tracking 

It is always better to know your audience before you start thinking up ways to reach them. Let’s be honest, you cannot speak their language unless you know their online behavior, their purchase patterns et cetera. Here are the tools that will help you gain some useful insights. 

  • Auris

Auris is a social intelligence tool that helps you keep track of the analytics in the best way. It reports all metrics on a single dashboard. You have all information at your fingertips – a page that gives you an overview. Additionally, it also provides detailed information like location-based mentions, mentions by source, gender ratios, influencer posts, and feed sentiment. 


With Auris, you may track specific campaigns as well, or a specific brand hashtag. Now, with this data in your hand you can gauge when your audience is active? What type of content is gaining traction? What type of paid promotions can you run in the future? Auris sends out custom-built reports further helping you dive deeper into the nitty-gritty. 

  • Feedly

Feedly is a great platform for any content marketer who wants to keep track of sites and topics related to your industry. You get updates about news, information to share, new topics to build your content calendar around. 


  • Google Alerts 

Google Alerts is another tool to monitor topics and mentions that are important to your brand. Set a Google alert for your brand name or a resource and get real-time updates. 

Google alerts

Email Marketing Tools

The ROI of email marketing is one of the best. You can make up to $40 for every dollar that goes from your pocket. Here are some of the best tools to give you a head start. 

  • Constant Contact 

Constant Contact is a good email marketing tool for small businesses. This tool allows you to save a lot of time with their email automation feature, with reporting and integration options. The basic plan for this tool starts at $20/month for 500 contacts. This tool allows any marketer to customize an email template and design it their way before sending it out. 

Constant Contact


  • SendInBlue

SendInBlue is yet another tool that makes email marketing and newsletters easy to make and send. This tool allows you to build templates with a drag and drop option. You don’t need to worry about heavy coding to build a beautiful template. The tool also helps you segment your audience so you can schedule the right content for the right audience. Additionally, you can run A/B split tests and calculate the right time to send the email. 


Social Media Tools

Social media marketing forms an essential part of your content marketing strategy. The tools listed here will help you automate the content sharing process for all your social media accounts. Also, it helps you track and assess your campaigns. 

  • Buffer

Buffer is the tool you want to use to save time when you are planning an elaborate campaign. The tool helps you create and post various types of social media updates and posts according to your set calendar schedule. Along with that, it also presents the analytics for the campaign you are running. 


  • Followerwonk

If you are focused on growing your Twitter account, this tool is just for you. This helps you understand the Twitter audience that revolves around your brand’s niche. Connect it to your twitter account and you have an in-depth analysis of your followers, influencers et cetera. If Twitter marketing is giving you cause for concern, give this tool a try. 


  • Buzzsumo 

Perhaps every content marketer has heard about Buzzsumo. It’s an all-rounder tool for content marketing. It lets you see the most viral content from different social media sites and makes the process of tracking viral content over time easy. It also helps you find an audience and influencers who enjoy and produce content tailored to your content strategy. 


Tools to Add an Edge to your Content 

High-quality content boosts customer engagement and retention. Anglais Cours used this technique to see a 150% increase in conversions. 

  • Shutterstock

Visual content is more efficient and effective than words when you are trying to reach your audience members and hold their attention. This is simply because the human brain can process images 60000 times faster than words. And Shutterstock is the best place to get an abundant collection of vectors, images, videos. This platform makes it very easy to find the best images suiting your needs. 



  • Audacity

Adding an audio clip counts as a major way to upgrade your content. You can get creative with this option. You could perhaps use Audacity to record your blog as audio files and publish them as podcasts. After all, podcast advertising revenues have grown 34% in 2018 and 42% in 2019. 


Content Promotion 

Once you have created and curated content, the next step obviously is to promote it. You have to make sure it reaches your audience in time. 

  • Google Ads

If you are willing to pay to promote your content, Google Ads is the best tool to use. Google is the most used search engine and the best way to promote your content is to place it in their search results. Also, you can choose the type of content promotions, whether you want it on sites, within apps, or on Gmail!

Google ads


  • OutreachPlus

OutreachPlus lets you discover and connect with influencers online. This in turn gets you more visibility, traffic, and sales. You’ll also get help deciding which leads are warm, cold, or hot and which of them needs to be nurtured. 

Outreach Plus

We have listed an extensive list of 12 tools that could help you start your content marketing journey and keep getting better at it. If you’ve read till here, we’re guessing you’re really passionate about this topic. Let us know if you need any further help. We really love welcoming people into our community. 

Top 15 Most Followed Instagram Accounts

Everyone has either come across an Instagram influencer, heard about one, or tried to be one, perhaps. The platform’s popularity has skyrocketed in recent times. So, it’s no wonder that the trend on Instagram influencers is booming too. Instagram’s usage has grown 10 times over the past 5 years. According to Pew Research Center, 35% of Internet users are on Instagram. Influencer marketing on Instagram is now almost a $2 billion industry and growing. With the rising number of influencers and people who make a living on there, you may begin to wonder which are the most followed Instagram accounts

Most followed Instagram Accounts

We used our platform to work this out for you. Ranking these profiles in a fixed order is difficult since the number of followers and influence scores keep fluctuating. However, these are definitely the greatest influencer profiles on Instagram and can safely be called the top profiles 😍.

Most Followed Instagram Accounts

Cristiano Ronaldo (@cristiano

This champion footballer is the forward for Juventus and the captain of Portugal’s national football team. As one of the greatest players in the world, his influential status doesn’t surprise anyone. He has 218m followers and holds the record for reaching 200 m followers first. 

Cristiano Ronaldo

Ariana Grande (@arianagrande)

She is an American singer, songwriter, and actor. She rose to fame with her role in Victorious on Nickelodeon. This star has won a Grammy Award, a BRIT Award, 3 American Music Awards, and many more. With 185m followers, Ariana has also been dubbed the Billboard Woman of the Year in 2018.

Ariana Grande

Instagram (@instagram)

Instagram’s own official profile on the platform is very popular. And they use their feed wisely. They showcase the features that get added and create content for IGTV and promote it. Although this page may not be an influencer in the true sense, it is definitely one of the most followed pages with 348m followers. 


Dwayne Johnson (@therock)

The wrestling world knows him as The Rock. Though Dwayne Johnson is now known as an actor, he gained popularity when he won his first World Wrestling Federation championship in 1998. His Instagram profile flaunts the support of 183m followers. 

the rock

Selena Gomez (@selenagomez)

This American singer and actress shot to fame with her appearance in Barney & Friends and Disney’s Wizards of Waverly Place. Billboard reported that she sold over 7 million albums and 22 million singles across the world. Her fans do not fail to shower support even on social media where she has a following of 176m. 

Selena Gomez

Kylie Jenner (@kyliejenner)

Kylie Jenner belongs to the famous Jenner-Kardashian family. Fans know her from her appearance in “Keeping Up With The Kardashians”. She also is the founder/owner of Kylie Cosmetics – a beauty product company. In 2014 and 2015 she was named the most influential teen in the world. Her Instagram profile has 175m followers. 

Kylie Jenner

Kim Kardashian West (@kimkardashian)

Kim Kardashian West is an American media personality, model, and businesswoman. She gained fame as the stylist of Paris Hilton and then from the famous show “Keeping Up With The Kardashians”. She stays pretty active on social media platforms including Instagram and Twitter. Her Instagram profile boasts the support of 170m followers. 

Kim Kardashian

Lionel Messi (@leomessi)

Yet another footballer in the list, this time it’s Lionel Messi who is a professional football player from Argentina. He is also considered one of the greatest football players ever. In his professional career with Barcelona, he has won a record of 32 trophies. His Instagram handle has 151m followers. 

Leo Messi

Beyonce (@beyonce)

Queen Bey has over 146m followers on Instagram. She is an American singer, songwriter, record producer, actress, and performer. She shot to fame as the lead singer of the R&B girl group “Destiny’s Child”. In 2006, the band broke apart and Beyonce built a successful solo career. She has sold over 100 million records worldwide. 


Neymar Jr. (@neymarjr)

His Instagram bio says “I Love Football”, and his 138m followers love him. This Brazilian footballer plays as a forward for French club Paris Saint-Germain and the Brazil national football team. 

Neymar Jr

Justin Bieber (@justinbeiber)

Justin Drew Bieber is a Canadian singer-songwriter. He shot to fame at the age of 13 when he was discovered by talent manager Scooter Braun after watching Bieber’s youtube videos of song covers. Today his Instagram account has over 135m followers.

Justin Bieber

Taylor Swift (@taylorswift)

Taylor Swift too is an American singer and songwriter. She is, in fact, one of the best-selling music artists of all time. She has sold over 50 million albums and 150 million single downloads. Her Instagram fanbase has 132m followers. 

Taylor Swift

Kendall Jenner (@kendalljenner)

Kendall is again a member of the Jenner – Kardashian clan and appeared on the “Keeping Up with The Kardashians” show. She has been a successful model and Instagram influencer with 129m followers. She is also the brand ambassador for Estée Lauder.

Kendall Jenner

Jennifer Lopez (@jlo)

Jennifer Lopez aka J Lo is an American singer, actress, dancer, and producer. She became the first Latina actress to earn over USD 1 million for a film. When she entered the music industry, her album and film, both hit number one in the same week. She has over 120m followers on Instagram.

J Lo

Miley Cyrus (@mileycyrus)

She is the daughter of the famous Billy Ray Cyrus. Like father, like daughter, she too is a singer, songwriter, and actress. She appeared on television playing the role of Hannah Montana in a show of the same name. Her Instagram handle flaunts the support of 108m followers. 

Miley Cyrus

Talk about high-end influencers! These celebrity influencers which are also the most followed Instagram accounts can charge millions of dollars for a sponsored post. However, in the digital age, with social media being a powerful tool, gaining virtual popularity isn’t always difficult. Take, for example, the egg that beat Kylie Jenner!

Business Insights from Feedback Reviews

All marketers obsess over online reviews and customer feedback because they provide insights that are great for making informed decisions. How so? Actionable business insights come to light when you pay close attention to the needs and complaints of the people you are doing business with or looking to serve. These are your customers – your key stakeholders. And not all of them will willingly write to you on your official mail address. Some of them could be active on social media posting their experience with you as a comment on an influencer’s blog post.

Business Insights from Feedback Reviews

If you are ready to take action but need help understanding where and how to start, here’s where you can start. Read on. 

Why Do Business Insights Matter?

When you pay close attention to raw data, you tend to find patterns and insights that can help you take meaningful action. These are the result of data analytics and when presented in a more organized form, they can help you contextualize. When you know that your recent marketing campaign is gathering positive sentiment and buzz, you can delve deeper into it and learn more about what exactly the audience likes. Your future campaigns can benefit from such knowledge. 

All executive decisions should be data-driven. In fact, most progressive brands do actually depend on social media analytics tools. Forrester reports that 74% of brands say they want to be data-driven. However, 29% are actually reaping the actual benefits of analytics. 

Step 1: Deciding Factors

What aspect of your business impacts your customers the most? This is one of the most important deciding factors. Ask a simple question, what makes my customers happy? Data analytics is vast as a field of research. You have to narrow down to the factors that matter the most to you. When you are social listening to online reviews and make sense of it, do you want to know which location is offering the best service? Which of your products are making customers the most happy? Keep asking such questions.

Step 2: Start Monitoring 

Now you know your target questions. The questions you need answered. Start tracking the data online. Social media monitoring allows you to track all media mentions. Simply set up your brand name as a tag or any other keyword which you would like to track. Say, you set up the tool to follow your brand mentions. It gathers quite a few online reviews and alerts you in real-time about it. 

Step 3: Analyzing the Data

You started tracking, the data is in. Now, let the social listening tool do the work. You wanted to know which store was performing well, or which sales representative is the most efficient? AI accumulates all the data and now allows you to zero in on these details. There are sentiment charts, trending keywords, top influencers et cetera all displayed pictorially on your dashboard. You can dive deeper into your chosen metric. For instance, your store on ABC street is associated with the most positive reviews. You now know who your top-performing employees are. 

Nothing too complex, right? Feedback reviews are truly a goldmine for any brand that’s carefully listening and wants to draw actionable business insights. Right from helping you with big strategic decisions to alerting you about your online reputation crisis moments – it is one-stop for all solutions! If you are wondering which tool to start with, take Auris for a ride.

Marketing during the COVID-19 Pandemic

Almost all of us are under lockdown in our homes trying to adjust to a new work routine and working to identify and adopt some best practices for our businesses. Amidst all this, there are a few brands whose marketing efforts are making the top story. With retail stores closed and not many options left for traditional marketing, brands have been getting creative with their marketing using social media and the digital space available for free. Marketing during the coronavirus pandemic has boomed and has become more innovative. If you are a brand, looking for inspiration, here are a few examples of some brands that have been excelling at marketing communication online. 

Marketing Communication during Coronavirus

Marketing Communication at its Best

If you have made no headway in thinking of how and what to communicate during these sensitive times, Cause Marketing is a good place to start. Talking about bettering society or offering any help or a positive message via your social handle counts as a responsible move. To say the least, it benefits your brand’s reputation and improves your customer’s trust and loyalty. 

Some brands have already had a head start but it’s not too late for you to join the club. 

The Shedd Aquarium at Chicago

Under the circumstances, the aquarium had to close its doors to the general public. But the animal caregivers had to ensure that the routines for their other friends remained as normal as possible. They let Edward and Annie, a pair of rockhopper penguins, take a stroll as part of an exercise routine. Shedd’s social media team captured their walk and shared it online for fans. 

shedd aquarium

Why is this brand’s story relatable? You might be limited in the number of options available for marketing, but you can always get creative. You may not be able to advertise on a billboard right now, but even your audience is stuck at home with limited resources. They’ll be happy to swap the opportunity of an actual visit to the aquarium with videos of something equally entertaining. 

Tito’s Vodka

We all have come across fake news or misinformation across social media platforms some of which have spread faster than the virus itself, during this pandemic. Tito’s Vodka noticed a farce that was doing the rounds when social listening to the news around their industry and brand. The fake news doing the rounds was that vodka is a perfect substitute for hand sanitizers. Tito’s Vodka was quick to respond and they did it the right way. They published an official statement that their vodka wouldn’t help sanitize properly but they would now work with their distilleries to produce FDA-approved hand sanitizers for the coming weeks. What started out as a daily routine of brand monitoring turned out to be an opportunity in joining the fight against the virus. This has also helped them win the hearts of their audiences. 

Marketing Communication for a Cause

We have these distinct examples of how some brands have adapted and come up with new marketing strategies. There are lots of examples right now. Brands are making an effort not just to build relationships but also to inspire others. There are brands like Target and Walmart that have given raises to their employees for serving during these trying times. 

Target News


Ford has joined hands with 3M and GE Healthcare to help fight COVID-19. Their partnership is called “Project Apollo”. They have pledged to produce equipment to help first responders and essential workers. 

Ford for COVID19

Once this was published, their efforts did not go unnoticed and people started talking about them. Listening to the chatter actively, Ford also responded to its audiences, to deepen the bond further. 

There are others like LVHM who donated $2.2 million dollars to the Red Cross society. Louis Vuitton launched a marketing campaign called “Love has no fear” showcasing Chinese influencers. This was to fight the rising discrimination against Asians amidst the pandemic. The videos generated 4.2 billion views every week. 

The stories do not stop here. It is now more than ever that brands need to make their customers feel appreciated. This is the right time to build an emotional bond with your customers. Customers with an emotional bond with brands have a 306% higher lifetime value. The rate of positive brand recommendations from such loyal customers stands at 71% which is way higher than the average. Hopefully, these examples have inspired you, and if you still face a hard time deciding what to start talking about, Auris can definitely help!

Ways to Bolster your Market Research with Social Listening

Most marketers swear by the need to conduct appropriate research before any product launch or campaign. But let’s be honest, who has the time to go through a full-throttle market research process? As we understand, market research in its true sense is a long-drawn-out process. It involves using elaborate qualitative and quantitative methods to obtain information and generate reports about market trends, spending habits within an industry. Once obtained, these will help you determine current and future strategies for your marketing. However, given the wealth of modern techniques and tools, collecting data for market research isn’t that difficult anymore. Social listening tools make it very easy for market researchers to derive brand-specific insights. 

Market Research

Time and again we come across brands that are out of sync with their customers. You cannot run a business successfully if you do not understand customer needs. The Loyalty that Lasts report says 43% of marketers are looking for a deeper connection with customers. Market research helps you build this connection. This process of listening to social data and drawing insights isn’t all about drawing hefty graphs. You actually tap into your customers’ heads to understand their ever-changing needs. 

How does Social Listening aid the Research?

Artificial intelligence tools like social listening make it possible to both collect and interpret data using a single platform. This tool starts collecting global streams of data and then picks out the nuggets of relevant content that cater only to you. Social listening tools help you understand industry trends and also provide you with insights specific to your brand. 

The benefits are many.  You can access high-quality data, dedicated analytics, segment marketing, sentiment analysis, and more from the same dashboard without any effort needed from you in the process. The algorithm runs smoothly, collects the data, and presents a readymade report with clear and actionable insights. 

The use cases don’t stop at that. Once you have a detailed report, you can track influencers, and map customer journeys. Its real-time feedback helps you improve customer experience. Forbes reported an interesting example of how social listening to consumer data helped the online home-goods store Wayfair. They collected and analyzed data to gauge customer experience and to see how they could offer a better customer experience. They used these insights to build an app that invited people to upload the pictures of any furniture item they really liked, wherever they might find it. The Wayfair App would then conduct a search and bring up all close matches to the item from its stocks for the customer to choose from. The brand saw a 50% increase in customer retention that year. 

The data you collect, whether through traditional ways or by using the help of AI tools, can be analyzed in a thousand ways. It is important for you to know how you want to use the data to help you meet your goals. Obtaining actionable insights using a social listening tool is really easy and simple. What’s more, it definitely pays off.