May 10th, 2021

Growing Your Brand with Social Listening


Tyler Cusmina

Associate Director - Commercial Operations, TL Health

It is undeniable that social media has become an integral part of how we communicate with one another. As social media continues to grow as a main part of our everyday lives, businesses can no longer ignore the role it plays in the success of their brand. This point is proven in a recent research study by Sprout Social that showed 83% of respondents like when brands respond to questions, and 68% like when brands join conversations on social media. In this article, we will discuss what social listening is, its applications and how you can start employing it for your brand(s).

What is Social Listening? 

According to Hubspot, social listening is “the monitoring of your brand’s social media channels for any customer feedback and direct mentions of your brand or discussions regarding specific keywords, topics, competitors, or industries, followed by an analysis to gain insights and act on those opportunities.”

This is different than social monitoring which simply tracks mentions of keywords. Social listening takes social monitoring a step further by analyzing and acting upon these mentions. It is a continual process as your customers are constantly changing and you need to actively employ this practice to stay relevant.

In addition, social listening is a way to collect large amounts of unbiased data at scale. With social listening you are not soliciting responses from your customers, but instead are observing them in an open and uninfluenced space. This allows you to collect honest and raw feedback. The kind you may not be able to get from a simple market research survey.

Applications of Social Listening 

There are a number of ways brands can use social listening to grow their business, including reputation management, competitive analysis, customer engagement and brand development. We will dive into each of these a bit deeper in this article.

First and foremost, social listening is great for reputation management. By employing social listening, you can hear what your customers are saying in real-time and respond quickly to these comments. If someone shares on social media that they had a positive experience with your brand, it is important to respond to let the customer know you appreciate their business. On the flip side, if a customer shares how they had a poor experience, it is important to handle this immediately. The proper handling of customer feedback will not only help your brand in the short term, but in the long term as well.

Another way to utilize social listening is for competitive analysis purposes. By monitoring your competitors on social media, you can identify who your key competition is and their strengths and weaknesses. In addition, you can monitor how they are engaging with customers to see what types of interactions are best and worst received by your target audience.

Social listening is also a great option to engage your customers. By interacting with your target audience on platforms they are already using, you are engaging them in an environment that is comfortable for them. In addition, talking to customers on social media seems less salesy and more personal. It is also a great way to talk to customers directly.

Finally, social listening can be used for brand development. By monitoring and tracking what your customers are saying, you can identify their pain points and needs. What are they struggling with? What problem(s) do they want solved? This will help you identify opportunities for your brand.

How to Employ Social Listening for Your Brand

There are a number of different platforms available to help you start social listening. At TL Health, we partner with companies to provide you with a simple and seamless experience that delivers actionable results. Whether you are looking for a hands-on experience or just simply a monthly report, we have a solution for you.

Once you are all set-up and running with a social listening campaign it is important to keep some helpful tips in mind. Some guidelines provided by Hootsuite, include listen everywhere (not just on a few select platforms), follow your competition, continually monitor and most importantly: take action!

In Conclusion

Social media is a vital part of how we communicate. It allows us to connect with others all over the world; and it is critical for companies to take advantage of this treasure trove of raw, unfiltered data.

By employing social listening tactics, brands can build better products and experiences, giving them the competitive advantage needed in an increasingly busy market. Having the right partner to help guide you through the experience is critical in order to ensure your social listening campaign delivers the insights you need to take action. At TL Health, we offer a customized array of services to help you get started on your social listening journey.


Tyler Cusmina

Tyler has nine years of pharmaceutical experience working in Market Research and Pharmaceutical Sales. Tyler holds a BA in Marketing from the Temple University Fox School of Business and a Certificate of Proficiency in Quantitative Analysis Field Of Study Data Analysis from the Burke Institute.

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