Empower my brand
Empower my brand

Are Consumer Insights Really Important?

Understanding consumer behavior holds the key to building the right marketing strategy. If you do not know what your customers want, it would be impossible to market your product or service as a first choice or as a solution to their problems. Over the years, digital marketers have devised many ways to track and record consumer behavior. This includes surveys, customer reviews, keyword research, analytics, and more. However, with time, one technique has stood out amongst all. Real-time consumer insights have emerged as an effective way to understand changing consumer behavior. 

Is Consumer Insights Really Important

Why is it Important to Understand Changing Consumer Behavior?

Digital marketing isn’t as easy as it seems. Hundreds of brands are vying for a share of the pie at the same time. This makes it extremely difficult to get a brand noticed by its targeted audience. Naturally, brands as well as marketers, try a variety of promotional techniques. This includes paid ads, SEO, SMM, video marketing, and more. They try to promote themselves on every possible platform and in every possible way. However, success often remains elusive despite efforts. Budget constraints add to the pain. 

In such a situation, it is important to pay attention to consumer behavior. Understanding it right can help create a marketing strategy that actually works. This is exactly where insights come into play. They tell you where most of your target audience is and what they are looking to buy. The data collected from insights paves the way for marketing campaigns with razor-sharp targeting. This reduces unnecessary spend on digital marketing and offers better ROI to businesses. Moreover, it is highly effective in reaching out to leads that will convert to sales.    

What Do Consumer Insights Tell Us?

With changing times, consumer behavior has also changed. People are using new and improved technology-driven ways to search for products and services. Gone are the days when product searches were limited to a desktop or a laptop. The new generation as well as the older ones prefer to shop at the edge. For instance, there has been a rise in the use of third party digital touch points for shopping. This includes use of retail websites, direct-to-consumer platforms, social media, voice search, gaming consoles, chat platforms, and others. A Salesforce report says that 13% of Gen Z respondents make use of Alexa or Google assistant to place orders with Amazon. This ‘shopping at the edge’ customer behavior necessitates a change of marketing techniques.


Traditionally, brands meet ideal customers at places where they spend their time. And with the new norm, new-age shoppers are on their favourite platforms. It is important to reach potential customers via these media. People are more likely to purchase a product available on their favorite platform than going elsewhere. This also allows businesses to restrict their campaigns to platforms their users are on rather than beating about the bush. It saves time and money and helps create an effective campaign. 

Can Social Listening Help?

At a time when businesses are running the rat race, you must make your brand stand out. Following a broader approach in your marketing campaigns is just a waste of money and time. Results are just peanuts. What you need is a personalized approach to your audience. Data suggests that consumers are keener to purchase from brands that personalize their shopping experience. Social listening tools help you gather real-time consumer insights which help you decode your target audience to the bits. With such data available, you can reach customers where they want and provide them with what they want. It’s also called being at the right place at the right time!

Providing Digital Customer Service in the Online World

Good customer service is of utmost importance to any business. It is impossible for a business, big or small, to make headway without offering good customer service. That said, the face of customer service is rapidly changing. Customers are more interested in buying products and availing services from the comfort of their home or on the go. And the same is the case when it comes to availing customer service. People relied on digital customer service more than ever during the lockdown. A report by Harvard shows that the number of “tough customer calls” nearly doubled during this period. This presents an opportunity for companies to look with a magnifying glass into the problems arising and to fix them without any delay.

Providing Digital Customer Service in the Online World

Why is Digital Customer Service Important Today?

At a time when the entire world is going digital, sticking to traditional ways of customer care can become a drawback. A switch to digital customer service can be beneficial for your business in many ways, the primary ones being:

i. Customer Convenience

Customer satisfaction is essential for growth. Offering the best product or service to your customer isn’t everything. You must also guarantee customer convenience, both pre and post-sales. The best way to do so is to build an experience that shows your customer how much you care. This could involve offering pre and post-sales assistance. By answering queries and solving problems digitally, you are not forcing your customer to visit your physical store.


Customer service is quite time-sensitive. You cannot expect your customer to wait for days to have their queries answered and problems solved. Today people are eager to get answers to their questions immediately. A physical customer support system cannot cater to that. Studies have shown that an e-care system allows the prompt and timely solution of customer support issues. Customers can have access to support any time they want. Moreover, quick responses create a better customer experience and help retain old customers and gain new ones.

iii. Cost-Effectiveness

By implementing a digital care system, businesses can also cut down on customer support costs. They can reduce several overheads. This includes physical customer care centers, unnecessary staffing at these centers, power bills, and more. A few employees can handle the queries/mentions dropping in. This reduces staffing problems. Using digital chat boxes, community forums, social listening tools, etc. can make it easier to manage customer support with just a small team.

How to Use Social Listening to Offer Digital Customer Service?

Of the many ways that businesses can use to offer e-care, social media is, for sure, an important one. Social media is not only important for business marketing but customer service as well. Social media users are on the rise. Along with that, the number of people who voice their complaints on various social media platforms has increased. Reports show that more people prefer to receive customer service over social media. As such, social listening has become important for customer service, now more than ever.

With social listening, businesses and brands can track what customers are talking about. This helps gain information about their brand’s performance on various social platforms. This will include posts, tweets, comments, @mentions, hashtags, etc. Monitoring these can help businesses know what people are complaining about or are unsatisfied with. This data can, then, be used to redress problems customers are facing. This proactive approach to customer service on a platform where the majority of the audience is present can go a long way in ensuring a better brand reputation.

Customer behavior has changed a lot in the last decade. Following traditional methods alone can drag you back in the race against your competition. That is why it makes sense to upgrade your physical customer service to a digital one. You may need some time to shift to digital customer service, but tools like Auris make the transition easier.

Social Media Analytics for Your Online Campaigns

Online marketing without social media marketing (SMM) is a half-baked strategy. There are billions of social media users worldwide and the number is increasing every day. Naturally, SMM becomes an integral part of any online marketing strategy. However, crafting a strategy requires access to accurate data; in the modern-day, data obtained using social media metrics. This is where social media analytics comes in. Analytics provides marketers and brands with useful data that can help create brand advertising campaigns based on quantitative and qualitative metrics parameters.

Social Media Analytics for Online Campaign Management

How to Choose the Right Social Media Analytics Tool for Online Campaigns?

Most social media platforms have their native analytics like Google Insights, Facebook Insights, etc. However, a plethora of third-party analytics tools are available, some of which fare better by offering an enterprise-scale solution. They offer a compact platform to track all your social media campaigns and much more. That said, the choice of an analytics tool must be wise and deliberate. Here are a few things that one must consider before choosing any social media analytics tool:

i. Your Needs

The tool you choose must be able to provide the measurements necessary for your SMM campaigns. This may include metrics like traffic, brand awareness, customer engagement, user sentiment, and more. If you have specific marketing goals, make sure that you choose a tool that is in tune with your requirements. 

ii. Networks Supported

Not all tools support all social media platforms. If your marketing campaign is spread over several platforms, you will need a tool that can support all such platforms. With social intelligence tools like Auris, you have access to a global stream of data from varied media sources. This helps you gauge data from a larger audience and hence get more precise insights.

iii. Analytical Capabilities

When it comes to choosing a social media platform for your online campaigns it is crucially important to consider your goals. To run campaigns and advertisements online you need to study audience behavior and your competitors. Metrics like public sentiment score, SOV, SOE, et cetera will inform your future campaigns. Make sure your tool can help you track each of the metrics associated with your goal.

iv. Price

This is an important consideration that all businesses have to keep in mind. If you have a small business, you surely will have to look for software that fits your budget. Look for a tool that has a reasonable price and offers a free trial too. 

However, it is also wise to check out all the plans the tool has to offer. For in the future, when your business scales up, you will have to scale up your social media efforts too. 

v.  Easy upgrades

Social media platforms change constantly. New features are added, old ones are shelved. New metrics are added while old ones become less relevant. That’s why you need a tool that receives upgrades at regular intervals so that you do not lag in your marketing endeavors.  

Social media analytics is essential for any social media marketing campaign. The data obtained from these tools can be used to create perfect marketing strategies for your business. With the right data, you can launch campaigns that will have far-reaching results and help in business growth and expansion.

How to Understand Today’s Buyers?

Buyer personas basically describe the attributes of an ideal customer for your product or service. Factors like age, buying habits, needs, likes, and dislikes help describe who your ideal customer is. And every entrepreneur has a fairly good idea of who their target audience is. But in today’s world of savvy customers, you can never be too sure. This could mean that you are missing out on an important and substantial chunk of prospective customers. Here’s how you can begin to build your buyer persona, after analyzing and understanding today’s buyers. 

How to Understand Today's Buyers

Why is it Important to Understand Today’s Buyers?

The sole aim of every business is to grow and become successful. And when has any business been successful without catering to the needs of their public? This makes it important, if not crucial to track and understand the shifts in consumer behavior in the recent past. 

And mind you, there has been a significant change! The younger generation, for example, has abandoned the use of print media quite unlike their predecessors. Broadcasting on television is also losing its audience. Facebook says that in the US today, a person spends 60 minutes on an average on Facebook, Instagram, and other social media platforms. 

Major companies have shifted their focus to studying shifts in consumer behavior and they are relying primarily on:

  • Real-time insights from social media and other platforms to inform their campaigns.
  • Deploying modern digital marketing techniques to long-term relationships with consumers. 
  • Gathering real-time feedback from customers. 

The Process to Understand Your Potential Customer

To understand today’s buyers companies rely heavily on what these consumers have to say. The insights come directly from the horse’s mouth. And over the past, there have been many techniques for such market research. Some of these traditional methods include:

  • Focus Groups: Groups of people are assembled to share their opinions on a product or service.
  • Surveys: Forms with questions and prompts, served to existing or potential customers to gain insightful responses
  • Face-to-Face Interviews: A set of questions asked in an interview format to customers and the answers recorded. 

And though most of these techniques have worked in the past, they still have a lot of limitations. 

The major limitations include:

  • The process is time-consuming and slow. 
  • The use of data from past experiences renders the data outdated soon after the process is completed. 
  • True representation might be a problem as the interviewee may feel uncomfortable about giving negative feedback face-to-face or in the presence of a group. 

Use of Real-Time Insights

To understand today’s modern consumers you need more modern techniques. AI tools like social listening help you track real-time interactions happening in the online world. And the reason why this procedure is working successfully is that consumers today post on social media. Consumers post about their experiences, consume product-related ads and interact with brands online. Tracking all this information gives you a complete picture of what your target audience likes and dislikes. 

The two main advantages of real-time listening:

  1. It is time-efficient as it happens in real-time so the data does not go obsolete. 
  2. The data is available on a global scale or can be made to zero in on a specific location/industry/demography etc.

Social media experts have been using such information for a long. And rightly so, because they know the value that can be derived. Social listening tools aren’t just a means to gain real-time customer feedback. It allows you to track potential threats, brand sentiment, track competitors et cetera. And for a true marketer, a tool delivering all these features is a worthy investment.

How did Epic Games Use Social Insights for Fortnite?

The gaming industry has grown phenomenally in the last decade. Popular gaming brands like Gameloft, Ubisoft, Tencent, EA, etc. have created generations of games for their patrons. But Nintendo held the top position as the most popular gaming brand. This changed in recent times when Epic Games usurped it. Epic Games has had a long journey in the industry. But the key to their huge demand lies in the launch of their game Fortnite and the gaming engine Unreal. This success is neither a coincidence nor the result of a pandemic-driven behavioral change. The reason behind this success is the use of social insights in business strategies.

How did Epic Games Use Social Insights for Fortnite

How Social Insights Helped Epic Games Gain New Business?

Tim Sweeney, the founder of Epic Games, believed that virtual reality was the next big thing. This idea led to Epic Games initiating research that used insights from consumers and social media. These insights were used to reach the conclusion that people are looking for innovative, immersive experiences when gaming.  And that led to the launch of Fortnite, a game that got listed at the top within a few days of its launch. 

Popular games like Call of Duty, Counter-Strike, Dota, and Fifa have always targeted hardcore gamers. But Fortnite is a class apart. As a free game, it appeals to gaming enthusiasts. What sets it apart is its inbuilt social platform. It caters to the needs of casual gamers and others interested in human connection.

Fortnite’s Strong Social Connect

Fortnite may not be your regular social media platform. Yet it amassed more than 350 million users by May 2020. A big section of this user base is young gamers who love how Fortnite punches a variety of features on a single platform. From hanging out with friends to watching events and videos, youngsters spend nearly one-fourth of their free time on Fortnite.

What made this possible was:

  • The incorporation of insights from various social platforms about user requirements, likes, preferences, and more. 
  • Epic Games realized the gaming industry could grow if it didn’t restrict itself to hardcore game lovers. 

In line with this understanding, Epic Games collaborated with Marvel as well as Ghostbusters to incorporate popular pop culture into their gaming world. This allowed users to better connect with what they like and turned Epic Games into a favorite overnight.

Proper research and consumer insights play a crucial role in any marketing strategy. The right use of it allows marketers and businesses to form a strong bond with their customers. Social insights obtained from various media platforms can tell you more about what users feel about your brand or your competitors. It also gives you an idea of what changes or new features they are looking for in a product or service. 

Businesses can tap into this knowledge to create products/services that cater to the demands of the customers. This is the best way to evolve and expand your business to make sure that you are still relevant to your target audience. Social insights also help build business plans aimed for the future. Astounding success stories like that of Epic Games make it clear that businesses should pay more attention to insights from various social media platforms to give their audience what they desire most.

How are Movie Enthusiasts Feeling about Movie Theaters Reopening?

When the Covid-19 pandemic hit countries across the world, most of us thought it was to be a matter of a few weeks perhaps. Most of us weren’t too happy about being locked up in our houses and this was especially the case with movie-goers and foodies. In recent months, however, most countries have decided to open up movie theaters for the public. While the move has been cheered by all, we looked at how the real movie enthusiasts are feeling about movie theaters reopening?

How are Movie Enthusiasts Feeling about Movie Theaters Reopening

Insights from Social Conversations around Movie theaters Reopening

Most people love going to movie theaters but not all go for the movie. Some may call themselves movie buffs, while others simply enjoy the whole experience. Listening to social data at this time allows us to understand what these people are talking about regarding movie theaters reopening. Most people like going to a movie with friends, family, or even solo. But movie buffs have a soft corner for the experience of going to the cinema. Netflix, Amazon, and others may home deliver content that you like. But they get nowhere close to the experience of watching a movie at the cinema. Naturally, the reopening of cinemas has been the latest buzz amongst movie lovers. 

While tracking the data around these topics the most common keywords being used by the public were:

  • #Cinema
  •  Reopen
  •  Tenet
  • Odeon
  • Cinemas are open
  • Social distancing 
  • Reopen cinemas

The general sentiment shows that common people aren’t unhappy with the move. They are just a bit wary about going back to the cinemas yet. Movie lovers, on the other hand, are cheery about theaters opening their gates after a long hiatus. There are many reasons why movie buffs want to go back to the theaters. 

  • For one, they miss the movie experience that cinemas offer. The giant screen, the robust surround sound system, and the right illusions create a memorable experience every time. 
  • Add to that the undisturbed viewing experience and the fancy refreshments that one gets at the cinemas. 

Naturally, positive talk about theaters reopening is more from movie buffs as compared to others.

What Does Social Listening Data Reveal?

Movie buffs are super excited to go back to the theaters. But they aren’t oblivious to the safety concerns. People have concerns about the safety protocols theaters are about to enforce. The most common conversation around this include concerns about:

  • Proper sanitization of all public areas within the theater. 
  • The use of masks and other safety equipment by moviegoers and staff members. 
  • Provisions to maintain a safe distance between patrons to prevent the spread of disease.

Social listening data also reveals a trend that movie buffs are more interested in. There has been a surge in the comments around the concept of retro-style drive-in theaters. This is less of a safety threat in the current situation.

According to the data, movie lovers are interested in finding out how theaters respond to their concerns. They are constantly watching out for updated information on the official website of various theaters. In such a situation, theater managers need to understand how movie enthusiasts are feeling about movie theaters reopening and react accordingly. Movie lovers may be ready to go back to their favorite fun activity but not without proper safety measures.

Social Media Monitoring For Email Marketing Campaigns

For any brand, it is important to adopt the right marketing techniques for business growth and expansion. Business owners are sometimes confused by the changes in marketing strategies and the introduction of new and improved marketing techniques. But it is important to be effective in our actions. One such effective technique is email marketing. Email marketing has been a part and parcel of online marketing for many years, and yet new features/tools keep getting added on. One such recent integration has been that of social media monitoring for email marketing.

Social Media Monitoring For Email Marketing Campaigns

Why is Email Marketing Important for Businesses?

Email marketing, done right, can produce effective results, especially now with the integration of social media. However, many are unaware of how email marketing can be an effective marketing tool. The following is a list of benefits for marketers and brands:

 Large Audience Base

Social media may have gained importance in the present times, but there is no denying the importance of emails. Email users are growing by the day and the present count stands at several billion. Surely not a number that you can ignore! Moreover, many users prefer to receive an offer or update via email. Believe it or not, this trend isn’t going away any time soon.

Targeted Marketing

It is possible to customize emails sent to potential customers. User engagement, demographics, preferences, choices, past purchase history, etc. are some determinants. This helps deliver the right content to the right audience. Moreover, personalized emails can add a whole new dimension to your marketing campaign.

Better Engagement

Believe it or not, people are more likely to engage with an email that they have opted to receive. Engagement can come in the form of replies, forwards, saves, clicks through an embedded link, sign ups, purchases, etc. All these actions are quite natural to emails and that’s where businesses can benefit. An email with useful content, interesting offers, and embedded social media options can achieve fantastic engagement from your targeted customers.


Of the many marketing techniques used today, email marketing is one of the cheapest. Sending emails to your targeted customers takes less than a cent. Some email marketing software even allows free emails to a few hundred people on your list. Naturally, spend is relatively quite low with email marketing.

How can Social Media Monitoring for Email Marketing Help?

Integrating social media with email marketing is easy. A number of advanced social media monitoring tools are available for marketers. This makes it easier for businesses to analyze the benefits of including social media in email marketing. 

  • These tools help businesses understand what type of content or offers attract people on their mailing list the most. 
  • They give a thorough rundown of the various social media metrics related to email marketing campaigns. 
  • Businesses can use this data to create email marketing campaigns that will convert leads to revenue.
  • With social media monitoring tools, marketers can track industry keywords and trends. This information helps in creating personalized mailers that promise to receive more opens. 

Email marketing is nowhere close to dead. The nature of email marketing has changed over time. It is no longer about spam messages or push selling. Over time, email marketing has evolved. Marketers and businesses use it to deliver content and incentives that their audience likes. With the integration of social media monitoring for email marketing, marketers and businesses can deliver a more personalized experience right into a lead’s e-mail box!

How to Build an Effective Marketing Campaign

Every business desires growth. And marketing techniques forge the most assured path to such growth. Marketing helps capture the attention of potential customers by telling them why your products or services are a good choice. This may seem like a pretty straightforward job for all businesses and marketers. The true story, however, is that most businesses fail at marketing. Why? Because marketing isn’t as easy as it seems. Especially in the modern information age.  It isn’t just about putting up advertisements and trying to force sell. It is an extensive series of actions taken by a business/brand to promote itself which is why an effective marketing campaign is difficult. And the only way to achieve that in the competitive landscape is by listening to your customers.

How to Build an Effective Marketing Campaign

7 Steps to Build an Effective Marketing Campaign

Here’s a step-by-step guide to help you stay away from failed marketing campaigns.   

1. Plan your campaign

For a campaign to succeed, it is important to plan it well. Planning your campaign should be the first step towards success. Get a clear picture of your organizational goals. Chalk out how you want to go about setting up and implementing the target. Also, analyze if it is the right time to launch the campaign and whether your business is ready to take the leap. Market research and consumer insights mapping are a must to pick the ideal timing and to understand public sentiment. 

2. Set Campaign Goals

In the previous step, we asked you to map out your organizational goals. The importance of that step will become clear in this step. Say your brand’s goal is to be among the top fabric suppliers in the market, your short-term goal should be to have a good market share. Align your campaign goals to this goal. 

It is impossible to set up a marketing campaign without a fixed set of goals. So, before you create a campaign, make sure you have your business goals ready. Ideally, business goals should follow S.M.A.R.T. criteria. S.M.A.R.T. goals stand for specific, measurable, attainable, relevant, and time-bound. Goals in line with the S.M.A.R.T. criteria are easily quantifiable and attainable, ensuring better success rates.

3. Fix your Budget

Once you have your marketing goals ready, you should consider the budget that you want to allocate for the campaign. Most businesses have a fixed budget for their marketing and this should cover all marketing costs. You cannot spend your entire budget on one campaign alone. That is why you must fix a budget for each activity. Once you have set up a budget, your marketing team can plan the campaign with the resources available.

4. Decide Campaign Details

With your goals and budget set, it is time to chalk out the campaign details. For this, you can use simple resources like Excel sheets, Google Docs, Google Calendar to map details like the date of a campaign or the content. 

But don’t limit yourself to these. For a robust campaign, bring in automation tools, channel management tools, which will help you read your audience. When you know your audience you are in a better position to create successful campaigns. Research your audience well and find out about their sentiment, interests, etc. Big brands like Pepsi and Dove have faced public backlash for putting forth content that was perceived as insensitive. All these will save time and effort and give you better control of your campaign.

5. Plan Campaign Distribution

For the best results, you must decide the media you want to target with your campaign. It makes sense to cover media that are important for your business. For example, if you are a beauty and personal care brand with very few potential customers on Pinterest, you can simply avoid targeting the medium. You can, instead, focus on Instagram where the majority of your audience is. This will ensure better success results for your marketing campaign.

Again, track and monitor your brand keywords across all platforms to determine the platform that works the best for you. Social intelligence tools like Auris can help you dive deeper into the data and track the impact your brand is making on each platform individually. 

6. Take Care of the Execution

The next step would be the execution of the campaign. However, before you launch your campaign, there are a few things to take care of. These would include keyword research, content creation, CTA choices, email list building, etc. These actions are important for all marketing campaigns and should be taken care of by expert marketers.

Automation tools can help you track trending keywords and gather potential leads from social media. Making use of smart tools can make each campaign efficient in terms of success measures and time-consumption. 

7. Monitor the Campaign

Executing a campaign isn’t the end of it. For the success of a campaign, it must be monitored at every step. This will give you an idea of how the campaign is faring. If the results aren’t as good as expected, you can modify the campaign to achieve the goals that you have set. Campaign monitoring is possible with metrics like bounce rate, scroll depth, conversion rate, CPC, CTA, CTR, etc.

Use Social Listening for your Marketing Campaign

Every business owner needs a marketing solution that provides the best ROI. The best ROI can be derived if most of your leads convert. And running a marketing campaign without any concern for your leads isn’t going to help. Your leads should be able to relate to what is being promoted. This is why it is so crucial that you study your target audience well. 

Social listening tools track real-time consumer data which is then analyzed for you. Industry and brand-specific reports help you understand the exact pain points and expectations of your customers. When you deliver on these you can build a strong relationship. 

Social listening allows you to monitor more than social media metrics like comments, shares and follows. It’s a one-stop solution for your PR campaigns, online reputation management, lead generation, and a lot more. And this 360-degree effectiveness in building effective marketing campaigns is what makes it a tool worth investing in.

Top Examples of Successful Online Reputation Management Campaigns

Managing their online reputation is crucial for the success of every business. And every business owner must aim to have an online reputation as solid as steel in today’s world where word travels fast. 

Example of Successful Online Reputation Management Campaigns

Why is Online Reputation Management Important?

According to Harvard Business School’s research, an additional one-star rating in Yelp increases the ROI by 9%. Recently, Bright Local published a report portraying 93% of consumers relied on local reviews to make a shopping decision. As a matter of fact, more people tell others about bad services than they do about useful services. On average, fifteen people talk about their disappointment and frustration with bad services. This would mean that one mistake on your end can affect your reputation forever.   

When you don’t respond to questions posed by customers promptly, it can lead to a negative public image. This is what happened to the famous clothing company American Eagle. A customer’s question went unanswered, and the unhappy customer later posted publicly about his lousy experience.

A Sneak Peek into the Most Successful Online Reputation Management Campaigns


Popular brands like Barista and Starbucks treat their customers as kings. They believe that their clients have the same high standards as they have, and they leave no stone unturned to please their clients. In case of delayed service at Barista or Starbucks, a free drink voucher is issued for the next visit. These brands ensure that the clients are satiated, so that they revisit the store and turn into loyal customers, increasing the lifetime value from them.

Starbucks however did face an online backlash over racial insensitivity. A video of the incident went viral over social media and the backlash started. The coffee giant, however, responded in time online and closed its offline stores for racial bias training. 


Nike has established a tweet support team to address the concerns of clients promptly. The online platforms offer great ways to provide timely support to customers. Thanks to social media, everyone has a voice. It is essential that you engage and respond to people’s queries and comments. This helps you build a relationship and create a positive brand image. In case of negative reviews, you need to ensure that you provide timely responses to address the concerns. Let’s face facts! everyone might not love you but how you handle those reviews shows how successful you will be in your business.


Yelp found a dissatisfied customer once who gave a one-star review with a long narrative. However, they ensured that they addressed the customer query and owned up to every mistake made. It has since been a tradition at Yelp to follow up diligently on every review they receive, especially ones that bear a negative sentiment. Quick responses will show your customers that you care and help you establish a long-term relationship with your clients. 

Having read the examples above you may think these are all large companies and perhaps have huge PR teams to take care of these issues. In reality, however, tracking and analyzing millions of reviews and comments would be humanly impossible even for a large team. Most businesses today use social media automation tools like social listening to analyze and manage their online reputation. And the best part about automation tools like social listening is that they do a lot more than simply tracking reviews and raising alerts. Take a look at our blog if you’re interested to learn more about the use cases.

Curating Content the Right Way

Marketing is about the message. The right content is compelling, and it’s a powerful marketing tool that can bring customers your way like you’ve never experienced before. With the right content, you can sell snow to the Eskimos. That’s why they say “Content is King”! But, let’s face the fact that there are no hacks to content writing. The only hack that works is putting out content that resonates well with your audience members. And we will help you with strategies that can help you curate and create the right content that strikes a note with your readers.

Curating Content the Right Way

Strategies for Curating Content the Right Way

Audience Research 

Knowing your audience persona helps you understand what your clients want and curate the content that reflects or answers to their requirements. And we understand that learning about what your client wants can be a daunting task.

  • According to insights from a recent study conducted by Edelman, brands sometimes fail to comprehend their customers’ motivational factors. 
  • A survey by Thunderhead shows that around a quarter of US consumers would switch to a different provider when they had a negative experience. 
  • A 2017 study portrays that around seventy-nine US consumers are loyal buyers from brands that they think are responding to their needs.

In your audience research, you study all vital information like your client’s age group, demographic details, interests, and behavioral traits. You might have more than one client, and if you’re trying to do it manually you may need to work your fingers to the bone to create more than one buyer persona.

How Does Social Listening help to Curate the Right Content?

Like we mentioned, curating the right content isn’t an easy task if you don’t know your audience well. Smart companies utilize information about buyer’s personas to target social ads more prudently. They use the data for every campaign, every ad that goes out. 

Listening to your customer’s needs and interests should be a part of every smart content creation strategy. It saves you the extra effort that goes into the research. When you know your audience, it’s easier to deliver content that’s relatable and will get you more clicks. 

Social listening helps you in every way possible when it comes to content curation and creation:

  • It tells you about the trending keywords within your industry.
  • Informs you about the trending keywords in relation to your own brands. 
  • It lets you eavesdrop on what is working for competitors and what isn’t.
  • It helps you track which keywords struck a chord with your audience members and which didn’t. 
  • Tools like Auris allow you to track all this, plus audience sentiment, and audience demographics. 


All said and done, content marketing is a powerful tool and social listening makes the process even easier. However, the idea is primarily to build a relationship with your audience. Content helps you to guide them through the customer journey funnel. 

Use social listening to curate top-quality content for your readers to engage with you. Make sure you are not sounding too salesy with each post you put out.