Companies today, are ramping up their customer support through social media listenings. The reason? Well, things become much easy when the businesses know what their customers actually want and the customers finally get what they desire!
However, not all the businesses get it right because they commit certain mistakes while practicing social media listening.
Misunderstanding the web traffic stats:
Crazy traffic on your website, blog or social media posts, no doubt, is good for your business. However, overestimating this web traffic is the biggest mistake one can make. Not all of the visitors to your website may like the content they see. In fact, some of them may even leave within seconds and others after living a negative remark out of disappointment. So, it’s advisable to measure the time people spend on your website or social media posts rather than the number of visitors who visited it.
Capturing heaps of useless data from social media listening:
Though social media listening actually means stalking all your followers on social media. It’s all about knowing about their perceptions regarding your brand, their pain points, suggestions, and expectations. However, some businesses fall into the trap of gathering just about each and every piece of information they can. This happens when they do not have clear plans for what they’ll do with the garnered. As a result, they end up piling up a huge amount of data that requires intense mining to analyze the messages to uncover insights. The best solution to this problem is to have a clear plan and a platform to analyze the data collected.
Not responding within the desired time:
This is yet another social media listening mistake that businesses tend to make. There’s a need for a well-crafted action plan as well as a proper management so that this plan can be accomplished appropriately. Once the listening part is done, it’s the time to jump onto the action plan. Depending on the customer query, he/she can be directed either to a live chat agent or a social media expert. In other words, it’s imperative that a business employs appropriate social listening technology, listens strategically and acts as required that too as soon as possible.
Neglecting the importance of sentiment analytics:
Social analytics help segment your target audience based on common interests and behaviors. It further helps provide personalized customer experience accordingly. That’s not all. The businesses sentiment analytics because not all the brand mentions are in their favor. With an appropriate sentiment analysis in place, they can easily figure out if the mentions are positive, negative or neutral and grade mentions for overall sentiment.
If you too are one of those businesses who commit any of these mistakes, consider re-strategizing your social media listening efforts.