Social Listening y Community Management

Social listening is a fundamental strategy to understand how your brand is perceived on social networks. It is the observation and analysis of the conversations that revolve around your brand, allowing you to obtain valuable insights about the preferences and concerns of your audience. Below, we will explore some effective tools to carry out this practice and optimize your marketing strategy.

What are the main tools for social listening?

In today's world, where social media interactions are constant and multitudinous, having tools that facilitate social listening is essential. Here are some outstanding options:

Integrated tools for social listening

• Zoho Social: Although we have already reviewed it in detail in previous classes, it is essential to remember that this tool offers a module dedicated to social listening, allowing active listening without the need to resort to other platforms. It is a cost-effective option for small and medium-sized companies.

• SproutSocial and Socialbakers: Both platforms also include social listening modules. Their integration with other social media management features makes them complete and versatile options for marketers managing multiple accounts.

Tools for large companies

• Brandwatch: Considered one of the most recognized in the enterprise segment, Brandwatch offers advanced monitoring and analysis capabilities for large brands. It offers in-depth analytics and a wide range of features, but is priced for companies with large budgets.

• Talkwalker and Listenfirst: Very similar to Brandwatch, these tools are also geared toward large enterprises. They offer demo services, which is ideal for evaluating their integration and benefits before implementing.

Specialized Twitter options

• TweetDeck: Owned by Twitter, this tool allows for detailed and effective tracking of conversations within this specific social network. It is a great option for community managers who handle large volumes of interaction on Twitter.

What recommendations should I follow to choose the best tool?

Selecting the ideal tool requires considering several factors, depending on the specific needs of your company or brand in terms of reach and budget:

• Analyze the size of your company: tools such as Brandwatch, Talkwalker and Listenfirst are recommended if you work in a large company that can benefit from their advanced capabilities.

• Take advantage of integrated services: If you manage multiple social networks, opting for platforms that integrate several functions, such as Zoho Social or SproutSocial, can save you time and costs.

• Start with the specifics: For those who manage Twitter intensively, mainly, it is recommended to start with TweetDeck to get focused and effective results in this network.

Why is social listening important for a community manager?

As a community manager, social listening is a key tool that allows you to connect with your audiences in an authentic and meaningful way. In addition, it gives you the ability to:

• Identify trends: Monitoring conversations helps you spot emerging trends and adjust your content or strategies accordingly.

• Evaluate the competition: Benchmarking against other brands gives you a competitive advantage, allowing you to understand your position in the market and adapt your tactics.

• Improve customer relationships: By responding appropriately to real-time interactions, you demonstrate attention and commitment to your customers, strengthening loyalty and satisfaction.

In summary, social listening is not only essential to maintain a good social media presence, but it is also vital to consolidate your role as an efficient and proactive community manager. I encourage you to keep exploring these tools and continue to take advantage of the opportunities that social listening offers to enhance your brand. Go ahead and keep learning!