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. 

Content Marketing Strategy That Gets Results

Jump on a 1-hour Zoom call with two of our senior team members who will help you brainstorm cost-effective and efficient strategies for you to continue to sell, market and connect with your customers.

Schedule Now

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. 


Marketing / Communications

We help one of the world’s best brands increase sales and guest counts through reputation management and content marketing that successfully maximizes paid media efforts.

Find out how.


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.


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.

The Account Executive position involves growing and working independently with an emphasis on project management, client relations, media relations, digital/marketing, and/or lead generation among other skills.

Main Responsibilities:

  • 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 story ideas and work with supervisor to develop.
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision.
  • Effectively place client messages and spokespeople in target media outlets.
  • 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.
  • Assist in the management of interns, when applicable.
  • Develop an advanced level of design skills for InDesign or Photoshop, largely managing design-oriented tasks related to digital programs independently (depending on position/department).
  • 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 skillsets, client contracts and other extenuating circumstances dictate.

Experience in public relations, content marketing, digital media and influencer marketing is a must, but here is what we really want in a fellow Rock Star. Don’t let it scare ya – we just have high standards!

  • You anticipate every move of our clients and us.
  • You dream of ways to crack the Instagram gold mine in your sleep.
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate. Every. Single. Time.
  • You take our vague guidance and get it done.
  • You are fast, yet error-free and awesome.
  • You care about every single, tiny, little detail.
  • You follow instructions.
  • You know you are extraawesome, and totally own that.
  • You meet deadlines even when you only have minutes to do it.
  • You can handle your own drama. Better yet, you don’t have any.
  • You have a life outside of work that you love and nurture.
  • You loathe micromanagers and don’t need one.
  • You love learning new things.
  • You sing karaoke and have “that song” when you really need to bring it.
  • You ask questions when appropriate. (Basically, you don’t ask us how to spell someone’s name because you know how to Google as if your life depends on it).
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of winning marketing ideas in your sleep.
  • You love writing award entries. Like it’s your job!
  • You are resourceful. It’s so important that we’re mentioning it again.

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.