Why Social Listening Matters to Your Business

When it comes to your brand’s reputation, social media can be your best friend or your worst enemy. Regardless of the industry or size of your business, chances are people have been or are currently talking about you on Facebook, Twitter, Instagram, LinkedIn or other social media channels. Cultivating a positive reputation and following discussions on social media is vital to the success of all companies, and social listening is a valuable tool for this practice. If your business isn’t utilizing social listening tools, now is the time to start. 

What is Social Listening?

There are two components that make up the practice of social listening. The first part is scanning social media channels for any conversations that involve your brand as well as your competitors and any other keywords related to your business. The second part is studying these results and determining what actions need to be taken. Taking action is what separates social listening from social media monitoring, which is a practice that is focused solely on collecting data from your social media channels such as engagement and reach.   

These components work hand-in-hand to allow you to deliver the messages that your target audience needs to hear. Without monitoring your social channels you’ll never know the conversations that are already taking place, and without taking action that monitoring won’t lead to the results you crave (positive engagement, lead generation and, ultimately, new business). 

Why is Social Listening Important?

The benefits of social listening speak for themselves. People are already talking about your brand and your industry online, and you won’t be able to engage with your target audience and identify their needs without listening. Engagement is an important aspect of your social media presence. Whether they’re asking a specific question or giving you a positive shout out regarding your product or service, your audience will appreciate your responses. People like to know their voice is being heard. 

Social listening also allows you to assess your performance as a brand. If you’re seeing overall positive conversations about your business, keep up the good work and join in on the conversation when possible. If you’re seeing complaints or concerns about your business, listening and understanding from their point of view will reveal any changes that you need to make to your business strategy. We all think we’re doing a good job, but without listening to what others are saying, it’s impossible to know the true reaction. 

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How Can You Use Social Listening?

The revelation of your audience is one of the key benefits of social listening. Through this practice, you will gain an understanding of the likes and dislikes of this audience and how you can effectively reach them. It also paints a picture of what your audience is saying about others in your industry. Knowing what people are saying about your competitors is equally as important because it gives you valuable insights into where you fit in the marketplace. If you see a positive conversation about one of your competitors, there may be an opportunity for you to implement something similar. If you see a negative conversation about one of your competitors, you’ll have a better chance of preventing that outcome for your own business. Knowing what not to do is just as necessary as developing a plan that works. 

Analyzing the chatter about your industry can also identify influencers or advocates to potentially partner with your business. Pay attention to who is talking about your industry, specifically those that have a large following; these experts can be beneficial in your marketing efforts. Just make sure that they disclose that they are being paid for any posts that publish on your behalf, lest you be involved in another Fyre Festival controversy. 

Social Listening Tools

While many of you are likely already active on social media, knowing where to look, how to analyze the data and implement any necessary changes can be a daunting task. Luckily, there are many tools available to assist you in social listening, including Hootsuite, Mention, HubSpot and Sprout Social. If you find yourself overwhelmed by the statistics, consider a subscription to one of these services so you can focus your time and energy on content creation. 

As we usher in a new year, now is an ideal time to improve your social listening efforts. Compile the data from your previous conversations, determine what worked and what didn’t and, most importantly, share this information with the rest of your team. Everyone needs to be on the same page to ensure that your business strategy along with any social media efforts are accomplishing the goals you set for the year. 

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Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.

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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.