Moe’s could also use this interaction to draw some conclusions about audience sentiment for this specific store location. That first message could have alluded to a poor or positive experience, but by monitoring and engaging, the entire interaction was positive. The above example illustrates Moe taking the time to engage with a fan to create a real connection. Social media monitoring involves tracking and responding to all of the messages sent to or about Moe’s restaurant or any of their products and services. They have amazing tacos and amazing social customer service, too. Let’s use Moe’s Southwest Grill as an example. Monitoring tells you what, listening tells you why. This helps you form future campaigns, improve content strategy and messaging, outpace your competition, construct an effective influencer program and even build more impactful brand partnerships. Social listening helps you understand why, where and how these conversations are happening, and what people think-not just when they’re tagging or mentioning your brand. Watch the video above to get a deeper understanding of social listening and five key questions you can answer with it. Social listening refers to analyzing the conversations and trends happening not just around your brand, but around your industry as a whole, and using those insights to make better marketing decisions.
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